Jul 24, 2015

What is a Landing Page?

Landing Page:

A landing page refers to any Web page that a user arrives or “land” on at after clicking a hyperlink.

All landing pages are web pages, but not all web pages are landing pages.

A landing page should be designed, written and developed with one business purpose in mind and it should have an actionable ask (such as through a form field) that makes it easy to convert.

However, when discussing landing pages within the realm of marketing and advertising, it’s more common to refer to a landing page as being a standalone web page distinct from your main website that has been designed for a single focused objective.

It is not any page on your website on which someone 'lands'. For example, a blog article on your website with a distinct URL - is NOT a landing page. It doesn't have a sole conversion ask and it is created for more than one business purpose. It is, however, a website page.

This means that your landing page should have no global navigation to tie it to your primary website. The main reason for this is to limit the options available to your visitors, helping to guide them toward your intended conversion goal.

Mind it: A landing page is not your homepage.


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