A landing page is a direct marketing tactic where you dedicate a webpage to target a specific audience with a specific offer to fulfill a specific goal. They are used in support of marketing campaigns and are usually stand-alone pages. A landing page can lead to your website, but it is not another page you would find listed in your website’s menu. A landing page is accessed when a potential customer clicks on an advertisement, online promotion or is given a direct link in an email or a QR code for example. A landing page is used to help generate leads, build brand awareness, boost sales and drive traffic.
You may have heard the terms home page and landing page used interchangeably, but they are in fact two different things. Your website’s home page gives a summary of your business as a whole and what you have to offer; providing multiple links to other pages throughout the site and options to take action and connect. A landing page however, only provides information specific to the service or product you are promoting in a marketing campaign; there is no navigational structure that leads to information on other topics. The content focuses solely on a single topic and encourages viewers to take action; to sign-up, to pre-order, to download, to register, get a free quote, ect.
There are many different types of landing pages, but I will focus mainly on the types essentially used in marketing. The 4 main type of landing pages used in marketing are Lead Generation and Squeeze Pages, Click-Through Pages, and Microsites.
A Lead Generation Landing Page is designed to collect visitor information such as their name, email address, company information, phone number, and other information in exchange for a resource. The information collected depends on the objective of the campaign but the sole purpose is to collect information to see if visitors qualify as prospective clients; it is the beginning of a marketing or sales funnel. Often times it will contain information to encourage visitors to provide their information in exchange for a resource.
A Squeeze Page is similar to a lead generation landing page, as it has one major focus and one call-to-action. The Squeeze Page however, it is even more specific as it has one consistent goal; collect an email address (and sometimes a name too). These are mainly used when one wants to collect emails addresses for future email marketing campaigns.
Click-Through Pages are informative landing pages that advertise a service or product and include a call-to-action that offers an invitation to take the next step to purchase or participate. Unlike lead generation and squeeze pages, the click-through landing page does not have a form. Instead, it gives an overview of the product or service, listing the benefits and other information necessary to encourage you to move forward and it leads to your website where the next step can be taken.
The Microsite is essentially as the name implies; a micro or mini website. However, it is still considered a landing page. Microsites are used for large campaigns and traffic is driven to them through advertisements just like other landing pages. A microsite can be a single page or multiple pages but the content is specific to one event or product. It has a separate domain from the parent company’s main site and it does not include information about the parent company. These sites are strictly informational and often interactive and focus on building interest in a new product being launch. Microsites are often used for movie trailers sites and introducing new models of cars and electronics.
Landing pages are great marketing tools and they give you a way to drive traffic to your campaigns. We would all love for people to simply visit our website and just make a purchase, but in reality it takes a little more work than that. When you are launching a new product or promoting a particular service, customers need an easy way to learn more and landing pages give the option to do so without having to search your site for more details. It helps to build trust and offers an incentive which will intern encourage action that will boost your conversion rates and generate leads.
Stephanie
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