What are Landing Pages?
A landing page is a standalone page that a visitor arrives on after clicking an ad (pay-per-click, social media, display banners, etc.). A landing page is commonly used in marketing campaigns because landing pages are distinct from your website that have been designed with a focused objective for a single offer.
This objective can range from getting registrants for your webinar, downloading an ebook or tip sheet, and getting signups for your SaaS website.
Landing pages are an indispensable part of any marketer’s online campaign, and their popularity has consistently increased over time. Just look at the Google trends graph since 2004:
Think of your landing page as a customized elevator pitch. They are designed to explain your offer in a brief, yet explanatory manner and have your visitors so emotionally invested that they take an action on your page.
It is highly recommended that marketers use landing pages because they help you target your specific audiences and allow you to gather important information, such as an email and phone number. This information can then be used to follow up with them when they’re transitioning into becoming your customers.
What a Landing Page is Not
Landing pages are not synonymous with your website’s homepage and are not part of your website. Therefore, landing pages should not have the same elements as your homepage, such as navigation links and multiple calls-to-action (CTAs). This is done so the visitor can focus on the primary objective of the page and not get distracted from your conversion goal.
Landing pages are very focused in nature, whereas a homepage tends to be cluttered and is a place where users can find all of the information about the company and accomplish many tasks.
When confused about whether your homepage can substitute as your landing page, ask yourself these two questions:
- Does your page have a single objective?
- Does the page have one conversion gateway (the CTA button)?