What is a Landing Page?
In marketing, a landing page stands apart from other web pages on a company’s website. The landing page is where customers land when they follow a particular link to a business’s website. This marketing team typically crafts this page to fit a specific campaign, and it always involves a clear call to action.
Landing pages zero in on one particular call to action, such as signing up for the mailing list, as a way to engage customers right off the bat. Modern internet users spend fifteen seconds looking at a website before determining whether or not to move on to another page. Using a landing page allows the company to magnify a particular action they want the customer to take by eliminating the rest of the noise generated by the rest of the website.
How Is a Landing Page More Effective than a Home Page?
A landing page typically only includes a link to ONE thing, while a homepage has many. While a homepage serves as a directory to help customers browse your products and services, a landing page puts the thing they need in front of them right away.
For instance, let’s say you run an online pet store and sell everything from pet food to toys. A customer searches for “organic cat beds,” and the first link they see is to your website. Instead of that link taking them to your homepage, where they would then have to dig to see your organic cat bed selection, the link takes them to a landing page that shows them your best-selling organic cat bed that happens to be on sale at the moment. They buy it immediately, and everyone wins.
What Are Some Landing Page Best Practices?
The best practices for landing pages include:
- Staying focused on the action you want the customer to take
- Presenting the offer the link promised, not the company as a whole
- Keeping your forms short and sweet, so the customer doesn’t feel overwhelmed
- Speaking to a specific audience rather than a general browser
- Collecting information that allows you to continue connecting with this lead (email, phone number, etc.)
- Saying thank you to your customers either at the end of the landing page or when the desired action is taken
- Offering other steps to take after the initial desired action is taken (follow us on social media, sign up for our newsletter, explore our blog, etc.)