In online advertising, a landing page, sometimes referred to as a « call to action » page, « single landing page », « absolute landing page », or « captive website page » is usually a single web page that shows some kind of indicator or « convertibility tool » to encourage visitors to click through and subscribe to a given business’s or service’s website. It may not have any visible web content. Visitors to the landing page are prompted to submit their name and email address for further communications. Visitors may also be prompted to « sign up » for a newsletter, or to « submit your zip code » to receive emails from the business. If a user chooses not to sign up for any particular service or newsletter, a link to « unsubscribe » is provided so they can remove themselves from the list.
Unlike homepages, landing pages generally contain no internal links or URL links leading to other pages, internal links or hyperlinks that redirect visitors elsewhere. These pages have typically been created and designed specifically for online marketing and specifically for driving targeted traffic to a website. Therefore, unlike homepages, they drive traffic primarily to a business or service’s website.
The landing page has the primary responsibility of driving traffic and establishing customer contact with businesses or services via the internet. This is usually the primary focus or attention of the entire online marketing campaign. Although landing pages can contain internal links leading to other pages or web pages, they essentially function as the main point of contact between the advertiser and the potential customer. Therefore, much of the credibility, reputation and trust of an online advertiser is built directly through landing pages. This is especially true when it comes to larger, more established businesses who have been on the internet for many years and rely heavily on repeat customers to help boost their brand.
Typically, landing pages include some form of call to action. A strong call to action attracts visitors and encourages them to take action such as registering for a mailing list, downloading an eBook or purchasing a service or product. Furthermore, many landing pages provide links to social media sites, where visitors can share information about a business with others. This provides a platform for the advertiser to engage in viral marketing which is essentially word of mouth marketing.
The landing page has the opportunity to incorporate a sales message. Some advertisers use the sales page to display advertisements about their product or service while others provide enough information about the product or service that the visitor is encouraged to make a purchase. However, many online businesses utilize the landing page to provide readers with helpful content or links that will lead them to other parts of the site. For example, many online article submission sites allow the reader to click on a link to a review of a specific product or service and then return to the landing page to learn more about it or shop for it.
The landing page has the chance to support multiple advertising campaigns. If the website already supports one or several different advertising campaigns, the landing page has the chance to support additional advertising by placing the advertisement next to the current advertisement. This is very useful to web page owners who want to maximize the potential conversions from one ad to another. However, web page owners should remember that not every web page features a landing page. For example, if a search engine does not feature a landing page on the left-hand side of the page, the visitor would need to scroll down past the current advertisement in order to see more information about a service or product.
The landing pages on websites that do not feature landing pages also have the chance to generate leads, but this conversion rate is lower than it could be with landing pages that do feature advertising. However, with traditional forms of advertising, marketers are able to target a specific, captive audience. In contrast, landing pages usually do not offer a captivating, engaging story line. For example, if you are promoting the new Zune(TM) platform and your web page does not contain a link to download the software, your visitors will likely click on a link to get the software without having an interest in Zune at all.
Landing pages do not only support one advertising campaign. Web page owners can use multiple landing pages to increase the chances of generating leads from their visitors. The more landing pages that the visitor lands on, the greater the chances of that visitor becoming a lead. Note that the main goal of the landing page is to pre-qualify the visitor and guide them to where they can sign up for more information. If the landing page does not qualify that visitor as a lead, they will simply leave your website.