What is a Landing Page?
In digital marketing, a landing page is a standalone web page, created specifically for the purposes of a marketing or advertising campaign. It’s where a visitor “lands” when they have clicked on a Google AdWords ad or similar.
Landing pages are designed with a single focused objective – known as a Call to Action (CTA).
This simplicity is what makes landing pages the best option for increasing the conversion rates of your Google AdWords campaigns and lowering your cost of acquiring a lead or sale.
To fully understand the difference between a landing page, and the other pages on your website, such as your homepage, it’s important to consider the differences between organic search traffic and paid search traffic.
What Are Your Landing Page Needs?
Choose one of the following three options to continue:
1. I’m new to landing pages, and want to learn more.
2. I have a landing page, but I’m not sure how good it is.
3. I need to build a landing page.
Landing Pages and Organic vs. Paid Search Traffic
When asking the question, “What is a landing page?” you need to understand that they are designed for paid traffic like Google Adwords.
The image opposite shows a typical Google search results page (SERP) that you might see after entering a search query.
There are four main areas:
1. Paid Search Results: Google AdWords
2. Paid Search Results: Google Shopping Ads
3. Google Featured Snippet
4. Organic Search Results
The organic search results (#4) at the bottom are the links to your website that Google has chosen to show in response to the search query. This is why you have a website – to be found through organic search.
The paid search results (#1 & #2) are different. For paid advertising, you get to choose where the link takes your visitors. You could choose to send them to your website’s homepage, or to the preferred option – a standalone landing page created specifically for that ad campaign.
The Difference Between a Homepage and a Landing Page
Consider the following diagram, which shows a homepage and a landing page. The orange areas on each diagram represent links on the page. As you can see, the Homepage (on the left) has 43 links, and the landing page (on the right) has only 1.
Homepage (left) vs. Landing Page (right)
Having fewer links on your landing page has been proven to increase conversion rates when it comes to paid advertising, as there are fewer available distractions. Which is why expert marketers doing paid advertising always use a dedicated standalone landing page as the destination of their ad traffic.
Different Types of Landing Page
There are two basic structural types of landing page:
Lead Generation landing pages (sometimes referred to as lead gen or lead capture pages) use a web form as the Call to Action, for the purpose of collecting lead data such as names and email addresses. This is the primary type of landing page used for B2B marketing.
Click-Through landing pages are typically used for e-commerce and have a simple button as the Call to Action.
The diagrams below show the difference between a lead gen landing page and a click-through landing page.
Left: Lead Gen Landing Page Right: Click-Through Landing Page
I hope this article has answered the question “What is a landing page?” for you.