What Is a Landing Page? (And Do You Really Need One?)

Regardless if you’ve been a marketer for years or you’re just learning the basics of virtual advertising, you’ve probably heard the term ‘landing page’ before.

But how many of us truly know what landing pages are – and why are so many website owners investing their energy into creating them?

As it turns out, a good landing page can increase your sales numbers by driving focus towards a certain product, service or offer.

Today, we’ll reveal everything you should know about landing pages and how you can take advantage of this technique to improve your marketing strategy.


What is a landing page?

A landing page is a web page designed especially for a certain campaign. As its name suggests, this is the page where a potential customer ‘lands’ after clicking the unique link created for it.

As a marketer, you can use this link in your email newsletters, social media platforms, Google ads and any other virtual place that works for you.

The landing page can be personalized to match the product. However, all landing pages have one element in common: the call to action (CTA).

A Call to Action is the very reason behind your landing page; it is what you want visitors to do after they’ve entered the link. Some of the most popular examples are:

  • Purchasing a product
  • Signing up for your newsletter
  • Downloading a free resource (such as an eBook of PDF)


Landing page vs. website

This is when many people get confused.

‘Why should I spend so much time creating a landing page when I already have a brand website?’

The simplest answer to this question is focus.

Landing pages allow you to focus on a single campaign, product or offer; they help you deliver valuable information and tools specifically about the one campaign you want your customers to purchase.

Websites, on the other hand, have a much broader spectrum. They help visitors learn about your brand and team members, your mission, company history and services.

These days, having a website is essential. However, having a landing page can help you broaden your audience, having more loyal customers and delivering high quality work for an increased ROI.


Types of landing pages

When it comes to this type of page, the sky is the limit. However, there are two main types of landing pages most companies use; why?

  1. Because they’re effective
  2. Because they work for most campaigns, products and offers out there

Let’s check them out in detail:


Lead generation landing pages

This type of landing page is using forms as their CTA (call to action). This means the visitor must submit basic data in order to sign up for a newsletter, download a free resource or other services you’re offering.

The perk of lead gen pages is that they help you collect data about your audience (name, email address, phone number, personal preferences or any other details you’re going to request in your form).


Clickthrough landing pages

These pages are more commonly used by SaaS (Software-as-a-Service) and ecommerce marketers. As their name suggests, their aim is straightforward selling a product, service or subscription.

These pages are simpler than the lead generation ones and they usually feature a form of ‘Buy Now!’ button as their main call to action.


Sending people to your landing page

So now we know what landing pages are, how they should look and why they’re so important for your marketing strategy.

Let’s say you’ve created a good-looking, catchy landing page with great potential. How will you get people to actually find that page and check out your offer?

According to many experts, the most effective strategy is email marketing; in simple terms, this means sending your subscribers an email including the link to your landing page.

But what if you don’t have a subscriber list yet?

Well, in 2021 the most effective alternatives are social media platforms and ad campaigns. And luckily, we have plenty of useful information right here on our blog section to help you get started with both of these options:


Just like any other virtual marketing strategy, it might take time and patience until you start noticing the impact lead pages have in your sales. Since this practice takes up minimal resources, though, it’s definitely worth the try!

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