What Are Landing Pages?

Donny Kemick

This is a very basic post, so experts beware! You may have heard of landing pages, but do you know what they are? If you're shaking your head no, fear not. This post should clear things up for you.

Just A Page On A Website

At the most basic level, a landing page is just another page on your website. Much like the main pages on your site, you can visit a landing page by entering the direct URL to the page. For example, on the protocol 80 website, you can view our Pay-Per-Click Advertising page by going to:

http://www.protocol80.com/Marketing/Pay-Per-Click-Advertising.aspx

On that page, we link to a free PPC resource available here:

http://www.protocol80.com/Landing/6-Reasons-To-Stop-Ignoring-PPC.aspx

What's The Difference?

So, a landing page is just another page on a website. Then why not just call it a regular old page?

Visual Differences

There are some key visual differences between regular pages on your website and landing pages. These distinctions are best seen when the 2 pages highlighted above are compared, side-by-side:

Side By Side Comparison of Regular and Landing Pages

 

 

  1. Notice the removal of navigation elements on the landing page on the right
  2. The primary focus on the left is to inform the visitor, the primary focus on the right is to drive action
  3. The headline on the left is topical, where the headline on the right is motivational
  4. The landing page on the left uses a bright button to grab attention
  5. Overall the landing page is more 'salesy' than the page on the left

Difference In Accessing These Pages

The informational page on the left is a primary page of our website. What I mean by this is that it can easily be found by navigating our website. Visit the Marketing page, then click the 'Pay-Per-Click' link on the left and you are on the Pay-Per-Click page.

The landing page on the right can ONLY be accessed by the Call To Action on the Pay-Per-Click page. We don't link to that landing page's URL on the website anywhere else. The reason for this is to measure the click-through/conversion rate from the informative page's CTA. If we link to that page's URL from all over our website, it's a bit more difficult to measure the effectiveness of the CTA on the Pay-Per-Click page. You might want to re-read that for clarity because it can sound confusing :) .

Difference In Purpose and Function

The page on the left's primary function is to provide information. There is a call to action (CTA) to the related resource, but it's not the primary function of this page. The landing page has 1 purpose. We want you to download the resource we have invested time and money on in exchange for some basic contact details. Because the landing page is focused on getting you to provide contact basics for the free resource, we limit the page to just that. We remove the website's navigation and focus the user on taking the action we want them to take.

In the example provided, we are hoping to get contact details on who is downloading our free resources, but this is by no means the only function of landing pages. Some others that come to mind:

  • Buying a product/service
  • Opting in to a mailing list
  • Requesting a quote
  • Making a donation
  • Engaging in social media (Liking, Following, Circling, etc...)
  • Answering a survey
  • etc...

When To Use A Landing Page

Landing pages are best coupled with other marketing tactics, both online and off. That is somewhat my opinion and somewhat common practice. What I mean by this is that PPC, email, social, etc... are really amped up by directing click-throughs to a landing page meant to drive action. Offline, you may place an ad in a newspaper or on a billboard that directs a user to a landing page with a shortened url or QR code.

By directing these tactics to a unique landing page, you can very accurately measure the effectiveness and ROI of your other marketing tactics.

One Sentence Definition

Finally, if I was asked to define a landing page in 1 sentence I would say:

A Landing Page is a standalone page on your website meant to achieve a very specific objective with little option for the user to stray from that objective.

VIEW MORE STORIES IN Close, PPC, More, Attract, Content Marketing, Inbound Marketing

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