Landing Page Definition

A landing page is a page on a website where traffic has been deliberately sent to motivate visitors into taking a predetermined action. Often a sales page but not always, landing pages usually include very carefully crafted written content alongside strategically chosen images and sometimes even videos. Landing pages can be used to sell products, capture leads, and more, though the best performing landing pages tend to stick to a single goal.

Landing pages benefit greatly from A/B testing, as business owners tend to want to get the best performance out of the page. While landing pages can receive organic (free) traffic, they’re often the target of paid traffic advertising campaigns, e.g., via Google Adwords.

Landing Page Example

A business decides to advertise on Google Adwords. They want to generate new leads for a specific service. The business designs a landing page which includes carefully written content that motivates visitors to share their contact information, including a phone number and email address. The landing page may incentivize users to do so by means of a free ebook or other giveaway.

Later, the business makes follow up phone calls and can send out email marketing campaigns to the landing page visitors who converted.

Why Are Landing Pages Important in Strategic Marketing?

Lead Generation

Some landing pages are designed to capture new leads. In these cases, the goal of a landing page might be to collect an email address or motivate the visitor to schedule an appointment.

Closing Sales

Landing pages can also be used as part of the buying cycle, specifically as being the final push for a visitor to purchase a product or service. These landing pages usually include tight sales copy, customer testimonials, and other information designed to motivate a sale.