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Wednesday, September 8, 2021

What Are Landing Pages and Why Do They Matter?

When it comes to digital marketing, the landing page is one of the most important parts of the customer journey. It’s the best place where you, as a business, are able to turn casual readers and visitors into followers and customers.


What is a Landing Page?

A landing page is a page on your website that’s designed and dedicated for a single purpose. Unlike other posts and pages on your website where there are buttons and links that users can click to explore more content, a landing page has only one specific call to action.

A landing page is often the location that users end up in after clicking a link in an email, a social post, or an online ad. Unlike other pages and blog posts, a landing page is constantly optimised with compelling copy, a strong call to action, and sleek and simple design so that it can gather the best results. 


What’s the Difference Between a Landing Page and a Home Page

The main difference between these two can be likened to the comparisons between a bus terminal and a bus stop.

A home page is like a bus terminal. There are many buses parked, each of which are headed to different locations. Passengers choose between the locations and eventually get on the bus that’s headed in their direction. Sometimes there are multiple buses headed to one location, at different times and schedules, and the passenger just has to choose between them.

A landing page is like a bus stop wherein the passenger is only given one choice: to get on or not. The bus runs along a single route or destination, and it’s up to the passenger to determine whether they’re headed in the same direction or not.

In other words, a home page is a central location leading to different sections of your website, whereas a landing page is dedicated towards a singular purpose.


What Are the Different Types of Landing Pages

There are many different types of landing pages that are named and categorised according to design such as: squeeze pages, splash pages, and infomercial pages. When it comes to function, however, there are really only two types:

  • Lead Generation Landing Pages
  • Click Through Landing Pages

Lead Generation landing pages are designed to capture and collect visitors’ data such as their names and email addresses. These are usually sign up pages wherein the visitor is given something in exchange for their information. They can be a free webinar registration, an ebook, a whitepaper, or other exclusive content.

Clickthrough Landing Pages, on the other hand, are sales pages that list down features, benefits, and pricing information. These pages are often used by ecommerce and software-as-a-service (SaaS) businesses to sell their products and packages.


Are Landing Pages Important to Have

Landing pages are important because of their high-intent nature. They’re designed, top to bottom, to generate results for businesses, whether those results are to increase the number of leads or the number of sales on the website.

Because visitors don’t have any other clickable option on the page except to sign up or checkout, they’re able to focus on the content that’s located on the page. There’s nothing else to distract them from making a decision whether or not to avail of your product or service.

A good and fully-optimised landing page is one of the main elements of any digital marketing campaign that can lead your company towards success. That’s why it’s very important to nail it and get it right.

There are many elements that factor into a landing page, from web design and development to copywriting and graphic design. Learning all those different skill sets can take time if you’re planning on doing it yourself. But that’s why agencies like ours exist.

With a ton of experience notched onto our belts, building a converting landing page is something we can most definitely help out with. So if you’re looking to have some landing pages built or refreshed for your online campaign, feel free to give us a call or send us an email. Our channels are wide open to receive requests.