How to Create a Landing Page

Chapter 1

Why Should You Create a Landing Page?

A post-click landing page is any web page not connected to your main website’s navigation. It’s the targeted page where your visitors land after they click an ad — this could be a PPC ad, a display ad or other types of online ads.

This is a PPC ad for Sendible, a social media scheduling service:

This is the post-click landing page connected with this ad:

This is a display ad for Kapost’s free demo:

Here is the post-click landing page visitors arrive at after clicking the ad:

The purpose of creating a post-click landing page is to encourage visitors to perform a specific conversion goal. The conversion goal varies depending on the campaign you’re running. Typical post-click landing page conversion goals include:

  1. Free product demo
  2. Sign up for email newsletter
  3. Download an ebook or white paper
  4. Watch a webinar
  5. Request a quote
  6. Get a free consultation
  7. Sign up for your service

Creating a post-click landing page is integral to the success of your marketing campaigns. Unlike homepages that typically promote every product and feature, a post-click landing page focuses on one offer — eliminating all distractions and increasing your chances of conversion.

To understand the importance of creating post-click landing pages, let’s compare Outbrain’s post-click landing page with its homepage and identify the main differences.

Here is Outbrain’s homepage:

The page includes:

  • A navigation bar at the top
  • Description of the features the service offers to publishers

  • Company badges

  • Statistical proof of the effectiveness of the service

  • Customer testimonials

  • Footer with many links directing you to different pages on the website

By contrast, here is Outbrain’s post-click landing page that’s promoting their content discovery feature:

The page has:

  • A clear headline describing the offer
  • A call-to-action button with a simple form
  • A relevant image that explains the feature
  • A customer testimonial that promotes the feature

  • A pricing plan for visitors to learn more

  • No navigation links

So, what are the main differences between Outbrain’s homepage and post-click landing page? The post-click landing page is much better for conversions because it has:

  • No navigation links
  • Only one conversion goal

When you create a targeted post-click landing page, you focus your visitors’ attention on one conversion goal. Any distractions (extra links and unnecessary page elements) get eliminated, which offers you a better chance of converting them on your post-click landing page.

Dedicated post-click landing pages help you target specific audiences while enabling you to collect valuable data in converting visitors… to customers.

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