What is a Landing Page and Why Do I Need One?

No matter what product or service a business sells on its website, its bottom line will only benefit from the use of a landing page. 

So What Is It?

A landing page, sometimes called the lead capture page, is the first page that a visitor sees after clicking a link or an ad. In the early days of the Internet, these were often links in email lists. However, these type of pages have evolved to work with ads that display online. After clicking an interesting banner or text ad, the page is the very first page that the visitor will see. Sometimes this is the home page, but it can also be a page specialized for the ad that the visitor clicked.

What Does It Do?

The easiest way for a business to determine the purpose of this page type is to ask what the page should encourage the visitor to do. According to industry experts, this type of page exists for five reasons. A page should encourage the visitor to click over to another page, purchase a product or service, sign up for an email list or other registration form, tell a friend about the website or offer a learning experience. Most of these goals are straight-forward. After all, if the visitor clicks a link for quality kitchen knives, they're probably in the market, and a page that does nothing but sell those knives will have a high success rate. However, teaching the visitor is a more broad idea that can also involve interactivity. For example, the page might ask visitors to leave comments.

The Effect of SEO

Because every lead capture page has a specific purpose, it will frequently use the keyword tactics that promote websites in search engine results. This is ideal because the page will become more visible over competitor's pages in search engines, attracting even more visitors who can join the discussion, subscribe to a mailing list or make a purchase.

Specifics and Metrics

Landing pages are specific, which is exactly why a website might have several of this page type - one for each advertising campaign. Lead capture pages are always more successful when they are specific. By catering to a specific visitor with a single goals, this page type is more successful than a homepage. The specificity of these pages makes it easier to measure its effectiveness. Website owners can track page views, for example, and compare them against sales or newsletter signs-ups to make changes to these pages if the page is not meeting its goal.

Do you have unique landing pages to get certain things across to your customer? Do you feel you are getting the results you are looking for from this?

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