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:
The components of the landing page are typically:
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.