Many of our clients have asked the question “what is a landing page?”. I first heard the term about five years ago during a website redesign of a previous employer. I had no clue what it was, but was very curious, of course. Back then I recall landing pages being heavily used in the Google AdWords industry. And I equated them to both time-consuming and ridiculously expensive. While they are still readily used in the Google AdWords niche, they are also very common among internet marketing strategies geared more towards inbound rather than outbound. And we all know inbound marketing is much more affordable than outbound. Therefore, landing pages are not all that expensive anymore – as long as you have your content, images and strategy laid out to your designer beforehand.

What Are Landing Pages and How Can They Help My Business?


Hubspot says it best:

What are landing pages?

A landing page is any page on the web on which one might land that 1) has a form and 2) exists solely to capture a visitor’s information through that form.

In other words, all landing pages are web pages, but not all web pages are landing pages.

What is on a landing page?

Effective landing pages have no distractions on them. They feature some explanatory copy and a form so they are completely optimized to capture a visitor’s information. The less fluff, the better.

We recommend your landing page should be completely distinct from the rest of your website – with no navigation bar to distract your visitors from your sole conversion goal.

What’s the form for?

The form is there to provide the visitor an opportunity to submit their contact information, or as we marketers like to call it – convert. They could be filling out a form for an ebook, filling out their email address so they can subscribe to your blog, or filling out transactional information to purchase a product on your site.

The landing page form, whether one field or multiple fields, is the time for a visitor to give you certain information about themselves so that you can give them something back in return.

How can a landing page help my business?

Landing pages can be an effective marketing tool for your business. They can help generate leads, increase brand awareness, improve your sales funnel and grow your social audience as well. There are essentially three types of landing pages, each with distinct purposes:

  • Direct sales
  • Lead generation
  • Relationship building

Landing Page Tips:

  • Use a compelling title that is relevant to your CTA (call to action).
  • Try to place all of your content or at the very least the most important content above the fold.
  • Keep your opening and closing paragraphs between 3-5 sentences.
  • Use bullet points to clearly display value propositions.
  • Add an interesting image that relates to your offer.

Are there any other suggestions or tips that we missed? We would love to hear from you. Leave them in the comments below.

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