What is a landing page anyway?
I am often asked what a landing page is and how it differs from a website. The simple answer is that a landing page is the page YOU visit when you click on a search result. Maybe the easiest way to explain it is that a landing page is the opposite of a home page –where you have lots of choices for what you want to do next.
2 types of landing pages:
- Internal website page: If you are in Google looking for a particular item and you click on a result in the searches – that click takes you to the “landing page.” And more often than not, we land on internal pages of websites rather than the home page. Those internal pages are considered landing pages.
- Targeted landing page: These pages are specifically designed to catch traffic from a particular campaign and will usually have a very specific offer. They may even look quite different from the rest of the website.
Good Landing Pages Will Have:
- Very specific offer for a very specific product.
- Limited or even no choices for navigating around
- Clear calls to action specific to the offer
- Limited text / writing
- Graphics and messages the company wants to test for performance
Good Websites Will Generally Have:
- Good navigation making it easy to find what you need
- Lots of opportunities to learn more with internal linking
- Multiple messages for different audiences
- Lots of good text for users
- Standard company branding.
If you are still not sure what a landing page would look like you can review some of our recent work. This should help you quickly understand the differences between websites and landing pages.
Recent examples of landing pages:
Landing pages – great for paid search
Perhaps the best use of landing pages are for paid search advertising. That way you can control the type of traffic that comes to your page and test the messages for their impact.
For more information on landing page design and what it can do for your business please contact us today.