What is a Landing Page?
The Difference Between a Homepage & a Landing Page
In short, a landing page has one objective: a successful call-to-action. To that effect, a landing page is where visitors will “land” when they click on an ad. Too often, businesses link their website homepages to their ads instead of creating landing pages, and this can result in a less successful campaign. The reason for this is due to the sheer amount of distractions available on a website homepage. On average, a homepage can have 10-50 links alone, which can make it difficult for visitors to follow through with what drew them to the ad in the first place. It is natural to become interested in other aspects of the website and visitors click around to find what the website is about as they look for more information. At that point, it may be difficult to generate the actual leads for which the campaign was originally intended.
In contrast, a landing page is a simple and minimal site, completely separate from the website with its many navigation capabilities. An effective landing page is clean, free of any navigation tools and extra information. The best landing page only has one link listed, which will greatly help keep the visitor focused on the end goal. Additionally, the information as a whole included on a landing page should point to the call-to-action and encourage the visitor to follow through.
In the end, creating website homepages is for organic reach and traffic, while creating landing pages is specifically for driving marketing campaigns with a call-to-action.
The Two General Types of Pages
As a landing page creator, it would be helpful to recognize that there are two basic structures when it comes to the best landing pages. These two styles are both successful in marketing campaigns, though they do have slightly different purposes.
The first and arguably the most popular style of pages is considered the lead generation choice. This type can also be referred to as a lead capture page. Lead pages are designed to use a web form for their call-to-action, with the primary purpose of collecting basic data (for instance, names and email addresses). This is possibly the most popular style of landing page used in business-to-business marketing.
The second type of landing page is called a click-through landing page. This style is typically used for e-commerce, for example, the middle ground between your product ad and the checkout product cart. Click-through pages for e-commerce often warm the visitor to the idea of the product, giving an enticing description, and a reason for why it solves their problem. The click-through pages are void of forms, rather they have one simple call-to-action button. For example, the button could merely be, “Add to Cart.”
The Anatomy of a Landing Page
Regardless of the lead pages style or the click-through style, basic principles of a proper landing page apply to both. As stated earlier, the most important key to the best landing pages is simplicity. These pages should only include one link in most cases, though they could also possibly include a link for sharing with friends.
Further, the ad provided a promise, and the visitors will need confirmation of that promise. As a landing page example, if the ad stated it could offer access to “Reduced Interest Auto Loans,” then the landing page must also match the same wording. If the wording doesn’t match, then the link could come across as spam to visitors. The matching headlines help provide visitors with a confirmation that the link is legitimate and it delivers the promised value.
In the end, the most successful call-to-action campaigns result in landing pages that are focused, simple, and clean