Landing Page Definition

A landing page is an identified web destination that is strategically created to serve one major goal: converting a visitor to a lead or a customer. Unlike common website designs that offer various navigation links that target a range of content, landing webpages are tailored to direct visitor attention to a specific activity, including buying a product, receiving newsletters, downloading materials, and seeking consultation.

How does a landing page work?

The purpose-built pages that convert work based upon a simple paradigm, which makes a promise with the marketing, then delivers that promise. The whole layout of the pages is based upon the delivery of the visitor expectations, then leads them towards the desired destination.

All elements are working towards the end goal of conversion — captivating headlines, compelling copy, visual components to reinforce messages, and prominent calls to action (CTAs). Furthermore, it lacks distractions associated with typical multi-page sites, disrupting the visitor and drawing their focus here, there, and everywhere.

Best practices for landing page success

Maximize the effectiveness of the landing page by incorporating the following optimization techniques: consistency of message from the advertisement to the landing page, reduce the loading time of the landing page for better user retention, eliminate unnecessary navigation for preventing the visitor from exiting, create urgency through the use of time-sensitive offers, test as much as possible for finding the variation with the highest possible effectiveness, and provide an optimal experience for mobile devices as the traffic to the website has originated from these devices.

Landing pages offer tremendous possibilities in terms of serving as powerful tools for conversions. By understanding the purpose a landing page serves, and following the best practices, the impact that a marketing campaign has on businesses can be seen to have improved dramatically.