When it’s time to design a website, there are some pages that are non-negotiable. These are the pages that will make or break your website. When used properly, they can set you above your competition, showcase your talents to existing clients, and leave a lasting impression that can lead to new future clients.
The competition is overwhelming with the number of websites out there, so it’s important to ensure that yours is among the top choices. But which pages should you prioritize? And what is going to give you the most bang for your buck? Landing pages.
What Is A Landing Page?
A landing page is a standalone web page, created specifically for the purposes of a marketing or advertising campaign. It’s where a visitor “lands” when they have clicked on a Google AdWords ad or similar.
Landing pages are designed with a single focused objective – known as a Call to Action (CTA).
Homepage VS Landing Page, What Is The Difference?
The diagram below shows a homepage and a landing page. The highlighted areas on each diagram represent links on the page. As you can see, the Homepage (on the left) has 43 links, and the landing page (on the right) has only 1.
Having fewer links on your landing page has been proven to increase conversion rates when it comes to paid advertising, as there are fewer available distractions. Which is why expert marketers doing paid advertising always use a dedicated standalone landing page as the destination of their ad traffic.
Different Types of Landing Pages
There are two basic structural types of landing page:
Lead Generation landing pages use a web form as the Call to Action, for the purpose of collecting lead data such as names and email addresses. This is the primary type of landing page used for B2B marketing.
Click-Through landing pages are typically used for e-commerce and have a simple button as the Call to Action.
These diagrams show the difference between a lead gen landing page and a click-through landing page.
Landing pages are solely optimized to deliver on a content promise, with the goal of converting visitors to customers.