Landing pages are simply the page or pages at which visitors may arrive when they click a link to your site. A landing page could be your home page, or an about page, or any other part of your site. Really, anything that has a link leading to that particular URL can technically be called a “landing page.”
Landing pages ought to be so much more than the above definition. The definition above, although technically correct, is misleading. Landing pages are often used to label just any random page on a website where someone could “land.” However, we believe that landing pages aren’t just some random URL, but page of your site that is intended to be the top part of a conversion funnel. Landing pages are the first step of your plan to move customers through the site, past relevant information, in the hopes of getting a conversion; whether that be a sale, a completed form, or a download. In other words, landing pages are designed and implemented with a specific intent or goal.
Your home page is not an example of a landing page. When someone visits a your landing page, they should see a targeted sales pitch, not just be dumped out to your home page where they then have to wander the digital isles, forever wondering where they can find that item the originally visited for. Landing pages are not general, non-specific parts of your website.
What Landing Pages Are
Your landing page should be engaging and relevant to that user. They are designed to reduce bounce rate by being specific. Guests clicked on your URL because they were interested in a particular topic, and your link should take them to something relevant. Don’t send visitors from your latest tweet to the home page of your ecommerce site for women’s casual wear, send them to your “Fall Specials” page where you have examples of your product visible.
Example: If you are implementing an online marketing strategy to increase signups for your First Steps Puppy Training Class, part of your strategy might include Facebook posts. If you post about the Thursday night classes, the below example had better not be your landing page.
When to Use Landing Pages: You should create a landing page whenever you have the ability to control where your traffic is coming from. Email marketing and social media posts should lead to specific, purpose driven landing pages. If you are paying for the traffic, like with Google AdWords or sponsored links, use landing pages tailored to the traffic you expect to come from that origin.
Want to learn more about how to design great landing pages? Check out our other post on how to create great landing pages!