Why Should You Create a Landing Page? - Instapage Guide

Why Should You Create a Landing Page?

Last updated on May 17, 2017

A 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:

Sendible PPC Ad Example

This is the landing page connected with this ad:

Sendible Landing Page Example

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

Kapost Display Ad Example

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

Kapost Landing Page Example 2

The purpose of creating a landing page is to encourage visitors to perform a specific conversion goal. The conversion goal varies depending on the campaign you’re running. Typical 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 landing page is integral to the success of your marketing campaigns. Unlike homepages that typically promote every product and feature, a landing page focuses on one offer — eliminating all distractions and increasing your chances of conversion.

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

Here is Outbrain’s homepage:

Outbrain Homepage Example

The page includes:

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

Outbrain Service Description Page

  • Company badges

Outbrain Company Badges Example

  • Statistical proof of the effectiveness of the service

Outbrain Statistical Proof Example

  • Customer testimonials

Outbrain Customer Testimonials Example

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

Outbrain Homepage Footer

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

Outbrain Landing Page Example 3

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

Outbrain Customer Testimonial Example

  • A pricing plan for visitors to learn more

Outbrain Pricing Plan Page

  • No navigation links

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

  • No navigation links
  • Only one conversion goal

When you create a targeted 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 landing page.

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