What is a Landing Page?
Unlike your run-of-the-mill webpage, a landing page has one mission: to prompt visitors to take a single ‘next action.’
So what is a landing page really? Landing pages work systematically to transform cold traffic into leads, leads into customers, and customers into raving fans. How? By inviting visitors to make a decision: click (and convert) or hit the road.
That single decision can be practically anything: sign up for an email newsletter, register for an upcoming event, make a purchase, or download freebie content (or lead magnet). This point of decision is the point of conversion. As a result, your landing pages’ ability to convert can either catapult your business to the next level or hinder your hustle in a big way.
Wherever your web traffic comes from—whether a paid Facebook ad, social media post, blog article, or email—when people ‘land’ on your landing page, they should be met with enough persuasive and educational information to compel them to click and convert.
What makes a landing page different than a web page?
Unlike static webpages or regularly published blog articles, landing pages are the lone rangers of your digital sales force: they do all the heavy lifting without linking to other pages or platforms.
Landing pages are typically not connected to other parts of your website or listed on your primary navigation menu (though there are exceptions). Instead, they are often sandwiched between an ad and a thank-you page as part of a digital marketing campaign.
In most cases, landing pages have one strong call to action that converts new prospects to warm leads (by collecting email addresses), or closing sales and collecting payments.
In either case, your landing page’s conversion rate is the percentage of visitors that make it over the finish line and take the ‘next action’ that you hoped they’d take (people that took the action divided by the total number of people who saw the page).
So, all in all, if you’re wondering, “what is a landing page used for?” – it’s used to convert web traffic. (It really is that simple).
Is a landing page right for your campaign? Find out why you need landing pages for the best lead generation and customer conversion.
What are landing pages used for?
Landing pages can be used for thousands of things—but only one thing at a time.
The one and only goal of a landing page is to convert. How you define that point of conversion is up to you. When determining how to use landing pages to meet your needs, there’s only one thing to remember. Each landing page needs a clear goal and single call to action.
The two most common landing page goals are:
- Collect qualified leads (typically via email address)
- Sell products/services to prospects and existing customers
1) Lead generation landing pages
Driving anonymous web traffic to your webpage is just the first part of the equation. By capturing the name and email address of your prospective customer, you’re able to proactively reach out and nurture your new lead until he or she is ready to buy.
By building your email list and collecting qualified leads, landing pages enable you to feed your marketing funnel and grow your business.
2) Sales pages
Sales pages are a particular kind of landing page that are solely dedicated to selling a product or service and collecting revenue. Ideally, sales pages are used to transform warm leads into customers and customers into repeat buyers.
The length of your sales page is typically determined by the price point, your audience’s familiarity with your offer, and the complexity of the offer itself. The more familiar your audience is with your offer and the lower the barriers to purchase, the shorter your sales page can be.
Learn more about the types of landing pages and their objectives here.
When it’s time for action, use a call to action
The purpose of a landing page is to generate leads and nurture your audience throughout their customer journey. Those landing pages that convert most consistently are ones that use a clear, compelling call to action.
Common landing page calls to action include:
- Subscribe to a newsletter, blog, or email list
- Download a piece of content, ebook, comprehensive guide, or white pages report
- Register for live or digital events, such as a webinar or conference
- Purchase a product or service
The call to action on your landing page depends on the end result you want from the funnel. Click to find out when to use a landing page in your marketing campaigns to reach your key business objectives.
Make landing pages work for you
Let’s look at a basic example of how to use landing pages to generate leads.
Most small businesses begin by attracting web traffic through a social media campaign, a paid advertisement, or even a link on a guest blog post—all of which point to a landing page. Visitors click through an advertisement and land on your page, where they are then invited to take a next action. If you’ve done your job right and used effective landing page software, the copy and design of your page will convince them of the value of your offer and compel them to click and convert.
In the case of a lead generating landing page, a visitor might opt in to receive a free PDF or register for a webinar. In exchange for your free content, you get a name and email address to add to your database so you can follow-up with future marketing offers.
See an in-depth depiction of how landing pages work here.
Bottom line: No more wondering, “What is a landing page?” In essence, landing pages are simply the most effective marketing tool to turn traffic into leads and leads into customers.