A landing page is any web page that a visitor can land on. However, when discussing landing pages within the realm of marketing and advertising, it’s more common to refer to a landing page as being a standalone web page distinct from your main website that has been designed for a single focused objective. A landing page is an important part of an online marketing strategy. It’s the place where the conversion of a website visitor to a lead occurs. Without this important element, your business could be missing out on attracting leads online.
Your landing page should have no global navigation to tie it to your primary website. The main reason for this is to limit the options available to your visitors, helping to guide them toward your intended conversion goal.
Landing pages increase your conversion rates because they are focused on a single objective that matches the intent of the ad that your visitors clicked on to reach your page.
If you consider the example of sending traffic to your homepage vs. a standalone landing page, you can understand that your homepage is designed with a more general purpose in mind. It speaks more to your overall brand and corporate values and is typically loaded with links and navigation to other areas of your site.
Landing pages all vary slightly depending on the type of business you’re running and the types of leads you’re trying to capture. However most have these components in common:
- Lead capture form: this is where your website visitors will input their contact information. Once they submit their information, it should be pulled into your lead database.
- Incentives: most landing pages will offer some kind of incentive, which can only be received after the website visitor inputs their contact information and becomes a lead.
- Have a minimum number of buttons and links: the purpose of a landing page is to get your website visitors to take one action–filling out your form with their contact information. Because of this, landing pages limit distractions by limiting the number of opportunities a visitor has to click away from the page. It’s not uncommon to only have a link back to the homepage, while eliminating the rest of your website navigation.
- Visuals: landing pages should always include some kind of visual element, whether it be a video, image or graphic. Videos are recommended, they seem to be the most effective visual. This design element will break up the text on your landing page to keep it from becoming boring to your website visitors. This visual element can also drive-home the action you want your lead to take — which of course is to fill out the form on the page.