Technically, a landing page is any webpage that someone lands on after clicking an online marketing call-to-action. But we need a more focused definition here.
As a marketer, it’s important for you to get the best bang for your buck and ensure that as much traffic hitting your landing pages actually converts. So for our purposes, we’re going to define a landing page as a dedicated, campaign-specific webpage that drives your visitors to complete a single marketing goal or call to action.
By dedicated, we mean that the page has (virtually) no ties to your website, and serves only one purpose: getting your visitors to convert through a single call to action.
By campaign-specific, we mean that for each initiative or marketing campaign you run, you should have a tailored page just for that campaign. One ebook? One landing page. Two promotions? Two landing pages.
If you compare your homepage to a landing page, you’ll see why landing pages are so important to the success of your campaigns.
Your homepage is designed with a more general purpose in mind. It’s your Brand Central Station. It speaks to your overall brand and corporate values and is typically loaded with links and navigation to other areas of your site. It’s designed to encourage exploration.
- Designed for many purposes
- Contains many links and navigation points
- Encourages exploration rather than conversion
Your dedicated landing pages are designed for one purpose only: conversion.
Think of the links on your pages as leaks. Each link on a page that doesn’t support your conversion goal (e.g. ebook downloads) is a distraction that will dilute your message and reduce your conversion rate.
Landing pages produce better campaign results because – by dedicating themselves to just one action with an attention ratio of 1:1 – they narrow a visitor’s focus and get more people to follow through with your call to action.
As an example, let’s say you wanted to give away an ebook as part of a lead generation campaign. To get the highest conversion rates and encourage the most downloads, you’d send that campaign’s traffic to a dedicated landing page instead of your homepage or another page on your website. You’d link to this landing page anytime you wanted to promote downloads and collect leads.
Answer: Only one! Landing pages aren’t designed to function as a microsite or any info-heavy addition to your website. A good landing page only includes the info needed to prompt a campaign-relation action from your target audience.