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In digital marketing, a landing page is a standalone webpage that is specifically created for a marketing or advertising campaign. It is the point where a visitor “lands” after clicking on a link in an email or advertisements from Google, Bing, YouTube, Facebook, Instagram, Twitter, or other similar places.
Unlike websites, which usually have multiple goals and encourage exploration, landing pages are designed with a single focus or goal, known as a call-to-action (CTA for short).
This focus on a specific goal is what makes landing pages the best choice for increasing customer acquisition rates and reducing the cost of acquiring potential customers or sales.
Next to each other, we have a homepage and a destination page placed together. As you can see, the homepage has many links, which can essentially be called “leaks” instead of links, while the destination page is extremely focused. Having fewer links on your destination page increases conversions, as there are fewer clicks that will remove visitors from the main purpose (call to action). That’s why we always need at least one exclusive destination page that will direct visitors.
Of course, the homepage looks great. It showcases the brand, allows people to explore a range of products, and provides additional information about the company and its values. From here, a visitor can go anywhere – apply for a job, read some press releases, check the terms of service, post on community boards, etc.
But they may not necessarily make a purchase. And that’s the point.
The destination page serves a completely different purpose. In combination with exceptionally elegant ads promoting a unique offer, it works to convert visitors into customers.
Landing pages are specifically aimed at converting the existing traffic that the brand has into sales.
Let’s explore some of the most common sources of traffic on destination pages.
Paid search traffic (Google Ads)
When someone searches for something (let’s say “comfortable budget shoes”), these ads appear clearly marked—but not very clearly— in the search results.
Unlike other results on the page, paid ads are prepared and paid for by us, and we have likely targeted them based on the search term, demographic data, or interests revealed by their browsing history.
It is very important, when creating an ad, to be able to choose where the link will take your visitor.
Yes, we can choose to send them to your home page. However, as we will explore below, it is much better to create an autonomous landing page that matches the copy of your ad and offers a clear call-to-action for purchases.
Social Media Advertising
Promoting ads on social networking sites such as Facebook, Instagram, Twitter or LinkedIn is an excellent way to attract people and communities that will be particularly interested in your brand.
Instead of people searching for the “cheese of the month”, you can advertise to people who have added “cheese lovers” to their interests list on their Facebook profile. The key point here is that you can connect with customers before they start looking for your product—or before they even want it!
In addition to offering advanced targeting features, each social networking channel has its own characteristics. Instagram, for example, works well for products and lifestyle brands with strong visual appeal. On the other hand, B2B advertisers prefer to use LinkedIn to reach professionals working in specific industries.
Email marketing
Email is often advertised as the most effective marketing channel due to its huge reach (and low cost) compared to other platforms. It is estimated that there are 4.2 billion email users today!
A powerful combination of email messages and destination pages can be used for both nurturing existing customer relationships and acquiring new ones.
Once you create a contact list, a carefully designed email allows you to attract potential customers with your offer, while the destination page complements the details and directs visitors to a purchase decision.
Organic Traffic
The term “organic traffic” refers to any visitors that come from a non-paid source.
By creating exciting, truly useful content on your website or destination pages, you can ensure that your business appears more frequently in relevant searches. The higher your content ranks, the better.
However, calling it “unpaid” is a bit misleading. This does not mean that no time and money is invested in ranking. (If only!) There is an entire industry of professionals dedicated to squeezing as much organic traffic as possible out of Google through a careful balance of strategy, technical know-how, and exceptional content creation. This is search engine optimization (SEO) in a nutshell.
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