What Is a Landing Page?

September 02, 2014    Reading Time: 2 Minutes

What exactly is a Landing Page?

Technically, a landing page is the page you “land on” after clicking a link.

Although if you’ve heard the term used in marketing, it’s something more specific. In marketing, a landing page is the page you land on after you click an advertisement.

It’s important to note that you can arrive at a landing page through other methods, but this is the approach I’ll be focusing on.

Landing Page Flow

The purpose of a landing page is to take the user from the original Advertisement → Landing PageFinish (Goal, Sale, etc.)

Instead of a creating an advertisement and then sending the user to your homepage, a landing page is created specifically for the advertisement. Since the user has clicked an advertisement focused on your offering, sending them to your homepage is not smart.

For example, imagine you’re looking for cat food that’s healthy enough for your feline companions.

You type in a quick search, and you’re greeted with this advertisement:

Healthiest Cat Food on the Market
Find out why 9 out of 10 cat owners (and cats!) prefer our #1 Brand New Formula
Learn More →

You, click “Learn More” and you’re swept off to a major animal food manufacturer’s homepage. You also notice that they provide a variety of foods for not only cats, but dogs as well.

Now what do you do? Where is this “brand new formula” that advertisement was talking about?

You might click around a couple of times, but you’ll eventually hit the back button out of frustration.

This is where a landing page plays a critical role.

Instead of this advertisement sending the user to their homepage, they would send them to a landing page. This landing page features the brand new formula, its benefits, what others are saying, pictures, and an option for the user to print off a coupon (and sign up for future coupons).

The business can track these sales/leads and the customer gets exactly what they were looking for.

Google Advertisement - Landing Page Example

What about your advertising campaign?

As you can see, a landing page is a critical piece to an advertising campaign.
This can include one landing page to hundreds of landing pages.

We’ve helped many companies design and create compelling landing pages that help increase sales.

If you would like us to design and create a landing page for your company,
give us a call today at (360) 450-3711 or contact us online.

Last updated on August 31, 2016. Shawn is the President of Graticle, Inc. You can follow him at Google+

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