If you’ve been brushing up on your web terminology, you may have heard the term “landing page” floating around. What is that exactly? In the marketing world, a landing page refers to a web page designed with one specific purpose in mind: to convert visitors into leads.
What is a Landing Page?
Let’s take a minute and break this down into simple terms. These pages solely exists to get visitors (i.e. the people visiting your site) to perform a specific action like filling out a form or clicking a call-to-action. By completing this action, you are able to collect important information about this person or direct them further into the sales funnel. Once you have their information, they became a “lead” that you can add to your database of potential customers.
Landing Pages Convert Visitors
If you’ve ever been enticed to sign up for an E-book or free sample, there’s a good chance you were lead without even realizing it. A well-designed landing page will persuade you to exchange your contact information for an attractive offer, such as a discount code or newsletter. Basic design elements combined with the right page layout can also help boost your conversion rate.
How Do Landing Pages Work?
As mentioned above, these pages help guide visitors toward completing an intended action on a website. By definition, a landing page should not have global navigation linking back to your main website. This keeps visitors from clicking off the page and getting distracted from the main conversion goal. To learn more about how landing pages are used, check out our previous blog post.
There are 2 Types of Landing Pages
Landing pages come in two basic forms: lead generation landing pages, which direct you to fill out a form and click-through landing pages which direct you to another page. Both types are important and serve different purposes to maximize conversions. It does no good to place random forms or buttons all over your website in hopes that people will click them. Instead, placing these strategically on a landing page statistically leads to better conversions.
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