A landing page is a page on your website that a user ‘lands’ on when following a link from an email, social media post or advertisement. It differs from other pages on your website, as its sole purpose is to support a specific marketing campaign. Each landing page has a specific goal, known as a ‘call to action’. This could be promoting a special offer, or a new product or service.
While it is important to direct traffic to your homepage, it is less likely to result in sales. While homepages invite visitors to browse your entire website, landing pages have a clear call to action and eliminate the additional step of a user having to navigate your website to find information on products and services.
Click-through landing pages usually have a simple button as their call to action which, when clicked, sends users to the checkout flow, or allows them to complete a transaction.
Instead of simply gathering leads, the aim of sales pages is to directly convince visitors to make a purchase.
The aim of viral landing pages is to build brand awareness. They should contain informative and engaging copy and may contain images or videos. These can be shared on social media and increase brand recognition.
Microsites are miniature websites created for a specific marketing campaign or sales goal. Though a microsite contains more than one page, it is still created with one specific promotion or campaign in mind.
Landing pages show potential customers that you are a legitimate and credible business. Having pages dedicated to particular marketing campaigns demonstrates hard work and professionalism.
The main objective of your website is to attract visitors and convert them into leads. Unlike homepages, landing pages place users closer to the end goal of completing a purchase, helping you gain more customers.
A professional and compelling landing page can win visitors over by providing them with examples of the high-quality products or services your business has to offer. It can also be an effective way to increase brand awareness.
By having landing pages dedicated to different offers and topics, you are able to track which areas have the highest engagement rate. This can provide insight into your customers’ interests, likes and dislikes, allowing you to modify and improve your marketing strategy where required.
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