A landing page is the web page that a user will arrive at when they click on a link in the search engine results page. It can also be a page that is clicking through an email promotion, an ad, or a marketing promotion. A landing page is also commonly known as a destination page, lead capture page, or static page.
What is the purpose of landing pages? Landing pages are a way to promote a call to action that a website creator would like a visitor to take. This action can be in the form of buying a product or service, signing up for a newsletter, or filling out a contact form. A landing page is also a good way to boost a website’s performance. More benefits of a landing page include:
- Increase conversions: a landing page that leads to an offer helps to provide value by encouraging a visitor to sign up for an immediate reward such as a newsletter or free ebook.
- Grow email subscriber list: when users come to a landing page they can be asked to sign up for a newsletter.
- Help to measure metrics that are tied to business goals
- Increase brand value: an eye-catching landing page can help increase brand value by offering valuable content. This content should include information about who you are and how you can positively impact their life.
- Help to make a good first impression: a landing page should be appealing and make visitors want to spend time there and explore the rest of the website.
- Give insight to the target audience: if you have a few landing pages, you can track which one has the highest conversion rates. This can help you hone in on the audience’s interests.
To achieve all the benefits of a landing page, the page should include:
- Content that offers value: a landing page should offer value to the visitor. This can be in the form of a weekly newsletter, an article, video, or inforgraphic about their search topic.
- Content that is understable by everyday people: Use language that people speak and read on a day to day basis.
- Content that is concise: Say what you want to say and offer important information in a short and sweet way. Respect your visitors time.
- Sharing options: you want to offer content that visitors want to share, so you should have links for sharing on all social media platforms.
There are two types of landing pages to know about when you are creating one for your website. A transactional landing page is a page that is meant to have visitors complete a transaction. This may be a form they fill out with their name, email address, or other contact information. What is the benefit of a transactional landing page? The hope is that the visitor will become a customer and knowing more information about them can be helpful with this. A reference landing page is one that provides content relevant to the users search. A reference landing page can lead a visitor to a transactional landing page.
A good landing page can not only help to increase ranking in search engine results, but increase your website’s conversions and revenue.