A landing page is a web page where traffic is sent specifically to prompt a certain action. Whilst homepages are designed to help visitors learn more about the company, landing pages are designed solely to generate leads or convert visitors to customers. Unlike homepages, landing pages generally don’t provide navigation to other pages. Their goal is to make visitors respond to the call-to-action.
Homepages promote multiple messages at once, which can be quite distracting to the user. Landing pages, on the other hand, generally promote a single product or service, and provide one call to action. This is a great way to keep the customer focused on the designated product/service, and keep them on track during the purchasing process.
Landing pages are often used for lead generation and will contain a form that asks for a user’s information (e.g. name, email address, phone number, company). Lead generation forms benefit both the buyer and the seller. The buyer is able to request information from businesses about their products/services, and the seller is given the opportunity to pitch themselves to someone who has already shown an interest.
By using analytics to track your landing page’s performance, you can produce valuable insights. You can identify which landing pages are being clicked on the most and which are driving more conversions. You can use this knowledge to optimise your landing pages to improve their overall effectiveness.
Having one or multiple landing pages means your website will have more pages indexed in search. Google loves fresh content and will reward you for it. When you publish new content, you present even more opportunities for your website to contain relevant keywords, increasing your chances of ranking.