What Is A Landing Page & 3 Scenarios When You Need One

What Is A Landing Page?

So your digital marketing agency is recommending a landing page to boost the conversion rate but what is a landing page? What’s the difference between a landing page and the other pages on your website?

Landing pages are built with a campaign specific goal in mind and guide users to a singular call-to-action in order to maximize campaign ROI. By designing a page that is directly linked to your search engine marketing or social media ad campaign, landing pages are able to match the messaging and imagery of your ads creating a seamless user experience from ad click to conversion.

What Elements Make Up A Landing Page?

All landing pages are specifically tailored to the campaign in question but certain elements are included on almost all landing pages that separate them from traditional website pages. These elements include the following:

Campaign Matching Proposition

As the first thing that users see when they arrive at the page, the headline should match the ad to enforce the deal/proposition than encouraged the user to begin with.

Consistent CTA

By keeping the same call-to-action throughout the page, the main goal is consistently sold to the user and encourages a conversion at different selling points throughout the page.

Supporting Content

More details are available throughout the page to continuously sell the user on the campaign's important selling points.

No Navigation

You don't want users to leave your landing page. By removing navigation and other links to external pages, traffic is able to stay on conversion path that we have chosen. If links are used to provide deeper context, they should open in a new tab.

3 Common Scenarios That Require A Landing Page

You Have No Appropriate Campaign Pages

When building an ad campaign, one of the most important things is having the page that users land on be relevant to the ad that brought them there. Relevance decreases cost of ad clicks and increases the likelihood that users will complete the valued action, therefore maximizing overall return on investment.

It's Too Expensive/Takes Too Long To Create Additional Pages On Your Website

Adding pages to a website can be very costly, especially on older websites with outdated content management systems. Our landing pages are built independent from your website and removed from those limitations. This is often much quicker and significantly cheaper than adding a page within the framework of your website.

You Want To Test Something New

Are you thinking about rolling out a new brand? A new proposition? New creative copy? Landing pages make it quick and easy to implement changes and have built in A/B testing for us to test opposing strategies to see what your audience responds to best.

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What Is A Landing Page And 3 Scenarios When You Need One