What Is A Website Landing Page

What Is a Landing Page?

In the simplest sense, a landing page is any web page that a visitor can arrive following a click through or following a link.

However, when considering landing pages within the field of marketing and advertising, it’s more relevant to consider landing page as being a stand alone web page and not part of a main website. Though a could be if you are a one product business!

A landing page is a web page designed for a single focused objective.

This means that your landing page should have no global navigation to tie it to your primary website, but should focus entirely on the primary objective of the page without distractions.

Landing pages are often linked to social media, e-mail campaigns or search engine marketing campaigns in order to enhance the effectiveness of the advertisements. The general goal of a landing page is to convert site visitors into sales or leads. If the goal is to obtain a lead, the landing page will include some method for the visitor to get into contact with the company, usually a phone number, or an enquiry form. If a sale is required, the landing page will usually have a link for the visitor to click, which will then send them to a shopping cart or a checkout area. By analyzing activity generated by the linked URL, marketers can use click-through rates and conversion rate to determine the success of an advertisement. (see Wikipedia description)

What Does A Landing Page Do?

The main reason for this is to limit the options available to your visitors, helping to guide them toward your intended goal.

This goal can range from selling a single product or service, which would support an advertising campaign or to boost a mailing list or to get people to contact you for a quotation or something similar.

Many marketers would have you believe a landing page is simply any page a visitor lands on after clicking through an advertisement or promotional link. That’s incorrect.

While countless campaigns use a variety of website resources (like homepages, “About” pages, or “Contact Us” pages) as landing pages, that does not make them landing pages.

Think of it this way: You could use a towel to take a cake from a hot oven, but that doesn’t make your towel an oven mitt.

Similarly, directing visitors to your homepage or “Contact Us” page doesn’t make those pages landing pageslanding page benefits

A landing page is a standalone web page, disconnected from a website’s navigation, created for the sole purpose of convincing a visitor to act (to sign up, buy, download, etc.).

As businesses become more data-driven, landing pages become more popular for their ability to deliver high ROI. Research has shown that companies using 40 or more landing pages generate 120% more leads than those using less than 5.

The interpretation of that data is simple: If you want more conversions, you need more landing pages. And there are two major reasons why…


Why landing pages convert better than other web pages

(above image courtesy of https://blog.hubspot.com)

Landing pages are different from most other web pages in two major ways.

Click Here to learn why landing pages were made to convert, and why you’re wasting your marketing budget by directing visitors to a homepage (or any other web page).

The Benefits of Using Video on Landing Pages

Video should be used on your landing pages whenever possible. It provides a passive engagement medium where visitors can experience your message with very little effort.

A study by eyeviewdigital.com shows that using video on landing pages can increase conversion by 80%. You can see more examples about it in their case studies.

People have been glued to TV screens since the middle of the 20th century. Video on the web has had a similarly dramatic impact on the way content is consumed, resulting in YouTube becoming the web’s “second search engine”.

Some reasons why video can lift your landing page conversion rates

  • Videos increase the length of time people stay on your page, giving your brand message longer to sink in.
  • If you feature yourself or company employees in the video, the trust factor is raised significantly.
  • People are lazy and prefer to watch vs. read.

Out Landing Page System offers a full package of Landing page and video on one page. Furthermore the video is available for you to embed anywhere you wish.