What is a Landing Page?
In digital marketing, a landing page is a standalone web page, created specifically for the purposes of a marketing or advertising campaign. It’s where a visitor “lands” when they have clicked on a Google AdWords ad, Facebook Ad or similar.
Landing pages are designed with a single focused objective – known as a Call to Action (CTA)
This simplicity is what makes landing pages the best option for increasing the conversion rates of your Google AdWords campaigns.
To fully understand the difference between a landing page, and the other pages on your website, such as your homepage, it’s important to consider the differences between organic search traffic and paid search traffic.
The Difference Between a Homepage and a Landing Page
Consider the following diagram, which shows a homepage and a landing page. The orange areas on each diagram represent links on the page. As you can see, the Homepage (on the left) has 43 links, and the landing page (on the right) has only 1
Homepage (left) vs. Landing Page (right)
Having fewer links on your landing page has been proven to increase conversion rates when it comes to paid advertising, as there are fewer available distractions. Which is why expert marketers doing paid advertising always use a dedicated standalone landing page as the destination of their ad traffic.
Different Types of Landing Page
There are two basic structural types of landing page.
Lead Generation landing pages (sometimes referred to as lead gen or lead capture pages) use a web form as the Call to Action, for the purpose of collecting lead data such as names and email addresses. This is the primary type of landing page used for B2B marketing.
Click-Through landing pages are typically used for e-commerce and have a simple button as the Call to Action.
The diagrams below show the difference between a lead gen landing page and a click-through landing page.