What is a Landing Page and When to Use One

A landing page in digital marketing is a web page specifically designed for marketing and advertising purposes. The page is used to drive traffic to it using digital advertisements with the goal of a conversion (sale or lead).

It will not have any links to any other page on your website so that the visitor can just focus on the information being presented on that page. 

This helps prevent squirrels.

Creating a landing page can seem complicated but there are some basics to keep in mind. 

Here are 8 elements according to InstaPage (landing page framework) that every landing page should have:

1. A Compelling Headline - Get to the point and capture your audience’s attention.
2. Effective Copy - Be persuasive. Let them know how your product or service will make their life easier. Share the benefits.
3. Use Image & Videos - Consumers want to see what they are getting. Use beautiful images and videos of your product or share about your service.
4. Use Trust Indicators - On the page, you want to have testimonials, stats, and trust badges (ex. 100% customer satisfaction)
5. Use a Lead Capture Form - Keep your form simple and only ask for what you really need. Get more information once you already have basic information.
6. Have a Strong Call to Action (CTA) - Make the CTA clear and easy for someone to see. It’s ok if it stands out on the page. You want that.
7. Have no Exit Links - Do not have links to anything other than the CTA. No menu and minimum footer.
8. Have Sufficient White Space - Do not over clutter the page. Have plenty of white space to create a clear separation between elements. 

When to use a landing page

Landing pages should be used when you’re running specific campaigns for either lead generation or to sell a product/course/service.

Examples:

If you’re running a Google Ads campaign to generate landscaping leads you don’t want to send the traffic to your website homepage. You’d want to send it to a landing page that speaks only about your landscaping services, how it will help them, and how to get in touch with you. 

Landing pages can be used for - Google Ads, YouTube Ads, Facebook/Instagram Ads, Direct Mail, Business Cards, Display ads, promotional products, and any type of ad campaign. Even TV ads. 

Many times when I take over an ad account and review old campaigns I notice that the ads were going to the home page or an interior service page. These pages are usually missing many of the elements mentioned above. 

That’s why my definition of a landing page is the first page that a visitor lands on when visiting your website.

For example, I may click on a search result and it takes me to a specific service page for a service I’m looking for.

That’s a landing page. It was the first page I landed on when visiting the site.

Since visitors can gain access to your site via multiple entry points (landing pages) it is important to treat every page on your site similar to a landing page.

You want to make sure to include all of the eight elements listed above with the exception of “No Exit Links”.  Since it’s your website you want to have the pages connected.

By treating every page on your website as a landing page you’ll have more opportunity to capture leads and sales as each page will have the elements necessary for conversion.

If you’re not sure if your website or landing pages are properly optimized for lead generation or online sales, I’d be happy to provide you with a complimentary website audit. Click here to get started.