A landing page is an individual web page used to sell or promote a specific product or service. Contrasted with a home page or other sub page on your website, a landing page generally has no navigation bar, no footer, minimal external links, and contains a single conversion goal.

Landing pages are optimized for users to visit after clicking on links from the following areas:

An advertisement on Google or Facebook
A banner advertisement
A link on a Google search results page
A link used by your partners and affiliate marketers to promote your product or service
A link in the author bio of your guest blog post
Click here to learn how to build a landing page, or continue on to learn more about the individual elements of a landing page.

What’s the purpose of a landing page?

In the ‘marketing world’, the purpose of a landing page is referred to as the call-to-action (CTA). Basically this means it is the action that you want a visitor to take on your landing page. When a visitor does this action, they have (as marketers say) ‘converted’ on the landing page.

Landing pages have one of the following CTAs:

1. To fill out a form: This is the CTA for, generally speaking, ‘“lead generation” (or “lead capture”) pages. On this type of landing page, a person will enter their personal information, such as their email address, name and phone number into a form in exchange for a free piece of content, such as a whitepaper, to register for a webinar or to be notified of a future product launch.

2. To click a ‘Buy’ or ‘Signup’ button: This is the CTA of landing pages for ecommerce products and software apps that can be purchased and used without talking to a company rep. The CTA is to click a button on the landing page that takes visitors to a shopping cart or registration page to complete the transaction.

Landing pages with this type of CTA are meant to ‘warm up’ a visitor with the benefits of the product before they are sent to the shopping cart page to enter their payment information and complete the purchase.

Sending visitors directly to a shopping cart or registration page, instead of to a landing page first, leads to a very low percentage of visitors buying. This is because a person does not have sufficient information to make an informed buying decision after clicking on, for example, a Google Ad. By sending visitors to a landing page, you can sell them on the benefits of your product before asking them to make the decision to buy.

Why should I use a landing page?

A lot of people ask why they should create a landing page when they have a perfectly good homepage and product/service pages on their website.

Here are the 3 main benefits of using a landing page over a page on your website:

1. There is only one call-to-action

Having one CTA takes away all of the distractions and links that a normal web page, such as the navigation bar, footer and links to other products and case studies. This focuses the visitor’s attention on what you want them to do, making it far more likely that they will do it (convert on the landing page).

2. You can a/b test different versions

A/B testing is when you create two versions of your landing page, each with different designs or content, send half of your page’s visitors to each variation, and test which one gets people to complete your page’s CTA.

Even the most experienced marketers run a/b tests on all of their landing page constantly, because you never know what design or page elements will convert best. Check out our collection of 50 a/b testing case studies to see how big of an impact this can have.

This can be done quickly and easily using a landing page builder like Wishpond. Click here to learn how to.

3. The page content is customized for specific visitors:

Each landing page is built specifically for visitors who come to it after clicking on a specific ad or link. This means that visitors will be much more likely to respond positively to it, and convert, because it’s built just for them.
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