Landing Page Basics

Landing pages are an important piece to any web site that wants to attract visitors and convert those visitors into something tangible, such as signing up for your email newsletter, joining your membership service, or buying your product.

What is a landing page?

Technically, a landing page can be any page in your web site that gets “landed” on from someplace else. It could be the homepage, a blog post, or a product description page. However, in terms of internet marketing, it is the page that a potential customer lands on after clicking some form of advertising link, such as:

– a Google Adwords or AdSense ad
– a banner or display ad
– a link in an email newsletter

And for big companies with larger advertising and marketing budgets, potential customers could arrive at their landing page from traditional print advertising in newspapers and magazines, and even from television commercials.

Also, web sites are not limited to a single landing page. There could be several landing pages on a web site, each with their own target customer, purpose, and goal.

What is the purpose of a landing page?

The purpose of a landing page is to drive potential customers to a specific action, such as entering their email address (for lead generation) or clicking on a call-to-action button (i.e. Sign Up for Free, Join Today, Download Now, etc).

Landing pages also serve as the gateway for conversion tracking. For many sites, the landing page is the entrance page into the site, so it’s important to understand where the user went after arriving on the landing page:

– Did the user enter their email address?
– Did the user click the download button?
– Did the user sign up for a free account?
– Did the user exit the site from that page?

But it’s even more important to track if the user converted into a lead or a sale after arriving on that landing page, which tells web site owners how effective (or ineffective) their landing page is.

What does a landing page look like?

Whether you’ve realized it or not, you’ve no doubt seen many different landing pages while browsing and searching the web. They come in many different layouts and designs, much of which is based on the specific purpose that the landing page serves. They are notable in that they generally lack typical site navigation and there are only one or two clickable elements on the page.

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