What is a Landing Page?
Many marketers would have you believe a landing page is simply any page a visitor lands on after clicking through an advertisement or promotional link. That’s incorrect.
While countless campaigns use a variety of website resources (like homepages, “About” pages, or “Contact Us” pages) as landing pages, that does not make them landing pages.
Think of it this way: You could use a baseball glove to retrieve a hot dish from the oven, but that doesn’t make your baseball glove an oven mitt.
Similarly, directing visitors to your homepage or “Contact Us” page doesn’t make those pages landing pages. A landing page is a standalone web page, disconnected from a website’s navigation, created for the sole purpose of convincing a visitor to act (to sign up, buy, download, etc.).
As businesses become more data-driven, landing pages become more popular for their ability to deliver high ROI. Research has shown that companies using 40 or more landing pages generate 120% more leads than those using less than 5.
The interpretation of that data is simple: If you want more conversions, you need more landing pages. And there are two major reasons why…
Why landing pages convert better than other web pages
Landing pages are different from most other web pages in two major ways. Proceed to chapter 2 to learn why landing pages were made to convert, and why you’re wasting your marketing budget by directing visitors to a homepage (or any other web page).