A landing page is any web page that a visitor can arrive at or “land” on. In the realm of marketing and advertising, a landing page is usually a standalone web page distinct from your main website that has been designed for a single focused objective. This means that your landing page should have no global navigation to tie it to your primary website. The main reason for this is to limit the options available to your visitors, helping to guide them toward your intended conversion goal.
Landing pages in online marketing is sometimes known as a lead capture page or a lander. It is a single web page that appears in response to clicking on a search engine optimized search result or an online advertisement. It usually displays directed sales copy that is an extension of the advertisement, search result, or link. Landing pages are commonly designed as standalone web pages distinct from your main website because they are designed with a single focused objective in mind. Usually, there is no navigation that takes you back to your primary website because this limits the options available to your visitors, ultimately helping to guide them toward your intended conversion goal.
The general goal of a landing page is to convert site visitors into sales or leads. The page will include a method for a visitor to get into contact if the goal is to obtain a lead. This is usually done through a phone number or inquiry form. The page will usually have a link that users click that takes them to a shopping cart or checkout area if the goal is to convert a sale. Marketers use click-through rates and conversion rate to determine the success of an advertisement by analyzing the activity that is generated by the linked URL.
565 believes that creative matters. Different creative concepts and layouts for landing pages can be tested in order to determine what converts and works the best. We provide the expertise in generating both click through and lead capture pages depending on our client’s needs and business goals.