Landing page: What is it and what is it good for?

In marketing language, a landing page is a stand-alone page (target page) that differs in structure from the homepage and is used to prompt the user to take a targeted action - conversion.

Goals of a landing page

Each landing page is optimised structurally and in terms of content for a specific goal of the advertising company. Visitors are sent to the page so that this goal can be fulfilled. Some of the frequently pursued goals of landing pages are:

• Lead generation: Collection of customer contacts through a sign-up process or in exchange for information offered;
• Sales: Focused presentation of a product or service with a direct invitation to buy;
• Directing traffic flows: Guiding visitors from the landing page to specific information/content.

How do you get to a landing page?

Different channels can be used to drive traffic to a landing page, here are the most common:

• Advertising campaigns (e.g. GoogleAds ads)
• Organic search results
• Sending links through email marketing
• Advertising on social networks

Depending on where the intended target group is located and how they behave, one way or the other may be more successful.

Do you need landing pages?

When building your digital marketing strategy, incorporating landing pages is a smart move that can benefit both you and your customers. Whereas homepages and product pages usually contain a lot of information and distractions, on a landing page it is very clear and unambiguous what you can reach with one click and what the next step should be.

Marketing experts recommend that you create different landing pages per customer group on a segmented basis. This way, you refine and improve your visitor interaction, increase the chances of conversion and build your customer base.

If you would like to learn more about landing pages or create a successful landing page, get in touch with us. Our experienced team will be happy to help you advance your online presence.