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In the purest sense, a landing page is any web page that a visitor can land on. However, when discussing landing pages in relation to marketing and advertising, it’s more common to refer to a landing page as being a standalone web page that has been designed for a single objective.

Your home page is general in nature, introducing your business, giving information, and linking off to other pages.  A landing page, on the other hand, is there to create at least a Lead….and hopefully a sale.  It is clear to the user what she is meant to do: complete the form.

A schematic for a typical landing page might be:

The sequence of events (using Inbound Marketing terms) is:

  • A Stranger is attracted to your Home Page
  • He reads the pop-up special offer and clicks the Call to Action button which takes him to the Landing Page (ie he is now converted to become a Lead)
  • The sole purpose of the Landing Page is to collect information that will enable you to connect with the prospect with the hope of closing a sales with them. As such, the page will contain a form as well as details of what the person will get in return for submitting their personal data.
  • The special offer may be a free or discounted physical gift, free or discounted services, an eBook, etc.

The components of the landing page are typically:

  • A title which clearly links the text on the call to action (CTA) with this page, probably repeating 2-3 words of the CTA
  • A statement reinforcing the title
  • An image or video representing the service or goods on offer
  • A description, probably in bullet points, of the benefits for the customer
  • The form to collect the client’s data
  • A closing argument

The form should be short – probably only Name (or even just First Name), Email Address and Phone Number. All mandatory. The button should confirm what the client is getting eg Collect Special Offer or Get eBook.

That’s it: an overview of a landing page.

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Site Updated:

23 July 2017