Expert Answers: What Is a Landing Page? Where Should You Use One? And More

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Transcript: Every day there are millions of visits to landing pages.

But not all visitors know the difference between a landing page and any other web page. Even some experienced marketers don’t have a clear picture of exactly what makes a landing page, and what makes landing pages an important part of virtually every digital marketing campaign.

So, what exactly is a landing page? Here’s our definition.

Contrary to what the name may imply, not every page that you can “land” on, is a landing page.

A landing page isn’t your home page, which is usually a home base for visitors to learn about your company as a whole.

Rather, a landing page is a page that is designed to prompt a visitor to take a very specific action. On a landing page, visitors might be encouraged to:

  • Sign up for an email list
  • Download a free report
  • Register for an event or webinar
  • Buy your product or service

Landing pages can be used by a business to capture leads for future marketing opportunities or to drive the sales of a specific product or service, because the pages are designed to to make it obvious what the visitor should do.

Generally, effective landing pages won’t have advertisements, links to pages that aren’t immediately relevant, or editorial copy. These things all distract the visitor from the call to action.

Marketers often drive traffic to landing pages through paid advertising, or by using content on social media or their own website.

But why are they so critical?

Because they drive action.

If you’re trying to get more customers, a landing page with a single focus will always be the best way to maximize your time and money spent marketing. So if your business is not already using landing pages, you’re almost certainly leaving money on the table.

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And if there are any other digital marketing terms you’re fuzzy on, we’ve got a bonus resource for you. Click below to download our digital marketing glossary, “Digital Marketing Terms, Demystified: 75+ Words You Should Know.

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