Google Keep Tips Explainer – In digital marketing, a landing page is a standalone web page created specifically for a marketing or advertising campaign. It’s where a visitor “lands” after clicking a link in an email, or on ads from Google, Bing, YouTube, Facebook, Instagram, Twitter, or similar places on the web.
Unlike web pages, which typically have many goals and encourage research, landing pages are designed with a single focus or goal, known as a call to action (or CTA for short).
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That makes landing pages the best option to increase the conversion rates of your marketing campaigns and reduce your costs of acquiring a lead or sale.
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As you can see, the landing page exists after potential customers click on a link at the top of the funnel in an ad, email, or elsewhere on the web. It’s where the conversion (such as a purchase, sign-up, or registration) will take place.
In this post, we explore the key benefits of landing pages and answer some frequently asked questions. Hopefully by the end of this page you will love landing pages as much as we do.
The Key Difference Between a Home Page and a Landing Page (or Why Landing Pages Are So Damn Good at Conversions)
Below we have a homepage and a landing page side by side. See what the homepage looks like
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While the homepage contains dozens of potential distractions (you can essentially call them “leaks” instead of links), the landing page is hyper-focused. Having fewer links on your landing page increases conversions because there are fewer tempting clickables to take visitors away from the call to action. That’s why expert marketers always use a dedicated landing page as the destination for their traffic.
Sure, the homepage looks great. It showcases the brand, lets people explore a range of products and provides additional information about the company and its values. From here, a visitor can go anywhere: apply for a job, read some press releases, view the terms of service, post to the community boards, etc.
The landing page for this client serves a completely different purpose. Combined with super slick ads promoting one offer, everything works to attract these visitors
. It does a better job of converting the traffic the brand already gets. That is the power of landing pages!
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If you want to delve deeper into the differences between homepages and landing pages and what situations they are best suited for, you can read more here.
You’ll see a lot of variety depending on the specifics of the business and whether you’re looking for leads, signups, or sales, but these are the main types of pages you’ll see:
Also called ‘lead gen pages’, ‘lead capture pages’ or ‘squeeze pages’, these use a form as a call to action. This form almost always collects lead information, such as visitors’ names and email addresses. (You can read some expert-certified lead generation strategies here.)
B2B marketers and companies that sell expensive items use these types of landing pages to build a list of potential customers. Sometimes they offer something for free, like an ebook or webinar, in exchange for contact information. Ecommerce brands can also use these pages to build lists, or to offer free shipping or special deals.
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Click-through pages are often used by e-commerce and SaaS (software-as-a-service) marketers and go directly to sales or subscription. They usually have a simple button as a call-to-action that sends the visitor to the checkout process (like in the app store) or completes a transaction.
You’re going to have to fill that funnel full of visitors to make your landing page work. Fortunately, you have many options. Let’s explore some of the most common sources of landing page traffic.
Most search engines contain paid advertisements. When someone searches for something (e.g. ‘cheese of the month club’), these ads appear clearly highlighted, but that is not the case
Unlike the other results on the page, pay-per-click ads are prepared and paid for by marketers. Someone who clicks will be captivated by your charming copy (and sometimes by your images). And you probably targeted them based on their search term, demographics, or interests reflected in their browsing history.
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Crucially, when you create an ad, you can choose where the link takes your visitor. Yes, you can choose to send them to your homepage. But as we’ll explore below, it’s much better to create a standalone landing page that matches your ad copy and provides a clear call to action.
Running ads on social media sites like Facebook, Instagram, Twitter, or LinkedIn is a great way to target people and communities who are particularly interested in your brand, regardless of whether they are already in the market.
Instead of people searching for “cheese of the month club,” you can advertise to people who have added “cheese appreciation” to their list of interests on their Facebook profile. The beauty of it is that you can connect with customers before they look for your product – or before they want it!
In addition to offering advanced targeting features, each social channel has its own characteristics. For example, Instagram works well for products and lifestyle brands with strong visual appeal. On the other hand, B2B advertisers prefer to use LinkedIn to reach professionals who work in specific industries.
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Email is often touted as the most effective marketing channel available due to its enormous reach (and low cost) compared to other platforms. In 2022, Statista predicted that there were 4.3 billion email users worldwide, with this number expected to grow to 4.6 billion by 2025. That’s more than half the planet!
A powerful combination of emails and landing pages can be used both to maintain existing customer relationships and to acquire new ones. Once you’ve built a contact list, your carefully crafted email can entice readers with your offer, while the landing page fills in the details and sends visitors to a call to action.
The term “organic traffic” refers to any visitors that come from an unpaid source, such as the bottom half of Google or Bing search results (SERPs). By posting compelling, legitimately useful content on your website or landing pages, you can help your business appear more often in related searches. The higher your content ranks, the better.
However, calling it “unpaid” is a bit misleading. It does not mean that time and money are not invested in ranking. (If only!) There’s an entire field of professionals dedicated to squeezing as much organic traffic out of Google as possible by striking a balance between careful strategy, technical know-how, and brilliant content creation. That is search engine optimization (SEO) in a nutshell. (Read more about SEO for landing pages here.)
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It’s impossible to cover every use case we’ve seen. For example, you can display native ads during a podcast, create interactive quizzes, or display traditional print ads with QR codes. However you choose to fill the top of your funnel, a landing page will help you get the most out of it.
That is completely possible, in fact, many marketers do this. But it also makes sense to convert more visitors and get the best return on your marketing budget. It’s like carrying water in a leaky bucket: you can always try pouring more water into the bucket, but fixing the leak will make your life a lot easier (and drier).
You have questions, we have answers that will help you get every drop of value from your landing pages and achieve your goals.
Technically, sure. The term is used this way, for example, in Google Ads and Analytics. But not all landing pages are created equal. At (and in most marketing circles) we use the term “landing page” to describe a campaign-specific page with just a single call to action and no website navigation.
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YEP! You can create a landing page designed for a specific purpose (such as selling a product or generating leads), then point all your ads and social media posts to the landing page and let it do its work.
Creating one-time landing pages is especially useful for situations like short-term campaigns, where you only need the landing page for a limited time. Or even for testing new business or product ideas. The possibilities are limitless!
—have a domain because it helps identify where the page is located and how it can be found on the Internet. (It’s actually one
If you don’t have a web domain or don’t want to associate a new landing page with your current domain, many landing page builders have the option to publish to a standard domain. (For example, this allows you to publish pages to the ubpages.com domain, which is SSL secured, indexable, and customizable to fit your branding or campaign. Here’s how to do that.)
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The longer (and more useful) answer: A landing page should contain only the amount and type of content necessary to prompt users to take the desired action. Cramming extra, unnecessary content onto the page can be distracting and ultimately reduce conversions.
For example, if you’re creating a landing page dedicated to selling your cat-shaped gourmet cookies, it should only contain text, images, and interactive elements (such as