Landing Page Definition

A landing page is a standalone web page, where visitors are directed after clicking on an online advertisement. The difference between a landing page and a regular website is that a landing page has a single goal and is built around one, while a website usually fulfils multiple purposes at the same time.

What purpose can a landing page serve?

Each piece of content on the landing page should be designed to help achieve the goal, known as conversion. There are plenty of goals a landing page can fulfil:

• File download – if you have prepared an ebook, infographic, industry report or any valuable piece of content, you might want to build a landing page around it. People would land on it, and leave their email addresses to download your resources.
• Event sign up – landing pages are perfect for advertising events, webinars, conferences, online courses and so on. Even a simple landing page with a spot-on form on it may bring not just hundreds of leads, but also real participants for your events.
• Newsletter sign up – one of the most common, yet powerful marketing tools are newsletters. Use a landing page to encourage people to sign up for your newsletter – offer additional discounts upon signing up to make sure you’ll get plenty of hot leads.
• Recruitment – browsing through dozens of job offers could be difficult for your potential employees. Create a separate landing page for each opening to ease them in looking for the best offer, and to make sure that looking for new faces for your team would be organized in the best way possible.
• Product sale – announcing a new product or service, kickstarting it, presenting MVP or selling when it’s ready – all those purposes work great with landing pages.
• Click-through – a landing page can also be just a part of the marketing funnel – it can lead to another landing page, narrowing down the leads to a small, yet heavily engaged group.

The most important element of a landing page is a Call to Action (CTA) – a button, clicking on which navigates the user to a desired action. Following a CTA button equals conversion.