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What is a Landing Page?

Fred Fischer
Designer

What is a Landing Page?

Graphic of a landing page In the purest sense, a landing page is any web page that a visitor can arrive at or “land” on. However, when discussing landing pages within the realm of marketing and advertising, it’s more common to refer to a landing page as being a standalone web page distinct from your main website that has been designed for a single focused objective.

This means that your landing page should have no global navigation to tie it to your primary website. The main reason for this is to limit the options available to your visitors, helping to guide them toward your intended conversion goal.

Responsive Web Design (Single Landing Page Website)

Types of Landing Pages

There are 2 basic types of landing page, Click Through and Lead Generation (also referred to as Lead Gen or Lead Capture pages).

Click Through Landing Pages

Click through landing pages (as the name implies) have the goal of persuading the visitor to click through to another page. Typically used in e-commerce often, inbound advertising traffic is directed at shopping cart or registration pages. This leads to poor conversions as the ad doesn’t provide sufficient information for someone to make an informed decision.

This is where the click through page comes in. As a result, the destination page from a click through

Lead Generation Landing Pages

Lead generation landing pages are used to capture user data, such as a name and email address. The sole purpose of the page is to collect information that will allow you to market to and connect with the prospect at a subsequent time. As such, a lead capture page will contain a form along with a description of what you’ll get in return for submitting your personal data.

There are many uses for lead gen landing pages, some example uses and the items given to the user are listed below:

  • Ebook or whitepaper
  • Webinar registration
  • Consultation for professional services
  • Discount coupon/voucher
  • Contest entry
  • Free trial
  • A physical gift (via direct mail)
  • Notification of a future product launch

The length of your form and the level of personal data requested can have a direct impact on conversion. Try to ask for the absolute minimum amount of information that will enable you to market to your prospects effectively. For instance, don’t ask for a phone or fax number if you only need to contact them via email.

Need a Website? Get a free quote today.

Now Until Feb 28, 2017 we are offering $500 landing pages. Need a quick landing page for your business product or service? Contact us now for a free quote and receive $500 instantly and receive your new website typically within a one -two weeks.

Got a project in mind?

We are very interested to hear more about your project!

Request a quote
Contact us
Job opening!

We are currently looking for a creative Graphic Designer. 

Learn more