A landing page is precisely what it sounds like: it is a destination that offers potential customers value when they click on a link or advertising banner—it is a place where leads land, and so it’s vital that it is enticing.
Distinguishing Between A Landing Page and A Homepage
While a captivating homepage is certainly an integral part of a strong website, it should not (and cannot) be substituted for a landing page. Your homepage is designed to introduce people to both your website and your brand; from there, many different tendrils branch off with specific information.
Basically, a homepage rarely offers the unique value that a potential customer is looking for. For example, if you run a lawn care business and a potential customer is interested in learning about precisely which services your team offers, creating a “services” landing page would allow them to bypass your homepage completely and navigate to the information that they are interested in directly.
A homepage serves a necessary function in the landscape of your web presence, but a landing page serves a different and equally important role.
When to Use A Landing Page
As a general rule, any time you are directing traffic to your website, you should be directing it to a landing page. That is to say, if you are specifically linking a page from your website as part of an email marketing or Google Ads campaign, a banner advertisement, or even a link on another website or blog, then that link should lead to a landing page.
It doesn’t take a sophisticated sense of the digital marketing world to understand why this is necessary; rather, it has more to do with understanding the customer experience. You will convert far more leads when you route them to the proper landing page—it’s that simple.
Let’s say by way of example that you are a women’s fashion retailer, and you are running a limited-time sale on dresses. To promote the sale, you have developed banner advertisements on social media, as well as a complimentary email marketing campaign.
In order for those efforts to be effective, the banner advertisements and the emails will obviously need to link to a “sale” landing page on your website. If you do not take the time to build out an effective landing page, you’ll have wasted time and resources promoting a sale then sending potential customers to your homepage and hoping that they find their way to the proper subpage themselves before losing interest.
Obviously, a single business may have many different landing pages. The important thing is that you follow through directly on what is promised in a marketing campaign with the page that is linked; if an email says “click here to learn more about our products” then the link should lead to a product description page, and so on.
The concept of a landing page isn’t inherently difficult to grasp, but it can take some time to fully understand. Once you learn how to implement landing pages effectively, your business will climb faster than you thought possible.