A landing page (also referred to as a squeeze page) is any website page where you direct traffic to prompt a specific action on the part of the visitor. This is where your visitors “land” by following an ad, a call to action in your website, or a link in social media.
What is a Landing Page?
When discussing landing pages within the realm of marketing and advertising, it’s more common to refer to a landing page as being 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.
Types of Landing Page
Click Through Landing Pages
Click through landing pages (as the name implies) have the goal of persuading the visitor to click through to another page. Typically used in ecommerce funnels, they can be used to describe a product or offer in sufficient detail so as to “warm up” a visitor to the point where they are closer to making a purchasing decision.
All too often, inbound advertising traffic is directed at shopping cart or registration pages. This leads to poor conversions as the ad doesn’t provide sufficient information for someone to make an informed decision.
This is where the click through page comes in. As a result, the destination page from a click through page is typically the shopping cart or registration page – now with a much higher chance of conversion having passed through the details of the landing page.
Lead Generation Landing Pages
Lead gen pages are used to capture user data, such as a name and email address. The sole purpose of the page is to collect information that will allow you to market to and connect with the prospect at a subsequent time. As such, a lead capture page will contain a form along with a description of what you’ll get in return for submitting your personal data.
There are many uses for lead gen landing pages, some example uses and the items given to the user are listed below:
- Ebook or whitepaper
- Webinar registration
- Consultation for professional services
- Discount coupon/voucher
- Contest entry
- Free trial
- A physical gift (via direct mail)
- Notification of a future product launch
The length of your form and the level of personal data requested can have a direct impact on conversion. Try to ask for the absolute minimum amount of information that will enable you to market to your prospects effectively. For instance, don’t ask for a phone or fax number if you only need to contact them via email.
Frequently Asked Questions (F.A.Q.)
Because your Home page will be too general presenting your audience with a lot of information that can distract them from taking any one specific action. Whereas landing pages have one very specific goal and are designed to accomplish that single purpose.
Landing pages serve as your automated lead generation engine on your website. In most cases, the purpose of landing pages is to capture visitor information – an email address or other lead generating information – for future follow-up.
Your offer to entice the visitor to leave their contact information may be access to an instructional video, a free ebook, a free book chapter, a significant discount on merchandise, registration for a free webinar or telecast. You can also introduce a free product trial or whatever best suits your business AND your visitor.
A lot has been written about the contents of a good landing page but only experts know how to create a good content. Each Landing Page should have a single goal, you need to have a great copy, Call to Actions, emails should match the landing page in some way so people immediately understand they are in the right spot; the headline should stand out and quickly communicate the problem or the solution you are offering and many more.