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A landing page is a web page designed to turn visitors into customers or leads. It works by persuading them to buy or sign up for a business offer. Landing pages often work together with digital marketing channels, particularly online ads. When users click on an ad link, they arrive at a landing page. Generally, landing pages are separated from their main website or homepage, so they can better convince a visitor to take a specific action.
The purpose of a landing page is to increase the conversion rate, which is the number of visitors who accomplish a specific goal. The goal depends on the company and what they want the visitor to do. It could be getting people to buy a product or subscribe to a newsletter. The landing page accomplishes this by addressing the potential customer’s problem, presenting the offer as the solution, and encouraging them to take action.
That said, some businesses opt to use their website’s homepage as the landing page. Though this is common practice, there are benefits to using a dedicated landing page instead.
On a landing page, all elements work together to encourage the visitor to convert. Ideally, it should not contain any components that could distract a potential customer from the main goal of the page. Meanwhile, a homepage’s main function is to introduce what a website or business is about. Though it can be used for promotions, it’s not focused on converting website visitors.
Therefore, it might contain elements that hold users back from making a transaction, such as navigation links. They could direct visitors to other pages and sidetrack them from the main goal. Landing pages usually don’t have a menu bar. In fact, they usually have only one link, in the form of a call-to-action button.
A good landing page also focuses on one goal. For instance, if a company has multiple products to sell, each product should have a separate landing page. Doing this can not only minimize decision fatigue, but it can also highlight the product’s benefits while catering to the customers’ needs
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