Definition: Landing page
A landing page is a page used for marketing purposes to which the visitor is directed after clicking on a link or an advertisement. The purpose of a landing page (landing = landing, page = page) is to lead a potential customer to a targeted action (call to action) or to generate a lead. This action can be in the form of a purchase, a contact form or a request for a quote. The target group usually "lands" on a landing page via advertisements, organic search results or other marketing measures, such as links sent by email.
Examples of a landing page
Google Ads ads usually lead to predefined landing pages. These target pages are used to market a specific product or product category, but also a service.
Landing pages thrive on good content. A good landing page covers all product information with added value for the target group in order to lead to a purchase or a lead. It should cover all the content requested by visitors in the search queries.
A landing page is built according to the criteria of search engine friendliness(SEO). For example, it is important to include trust elements, testimonials, call-to-action buttons, social media buttons, contact information, etc. on the landing page.
How do users get to a landing page?
- Advertisements (Google Ads, AdWords ads, pop-up and banner ads)
- Social media elements (links in posts and stories Facebook, Instagram, Twitter, etc.)
- Media: Video via various channels that link to the landing page.
- Offline advertising: Users can reach the landing page via a QR code, for example, or through publication in print and radio.
- Organic search results: In order to lead as many potential customers as possible to the landing page via organic search results, in-depth keyword research and search engine optimization of the target page must be carried out.
What are the benefits of a landing page?
The aim of landing pages is to
- Increaseconversion rate (sell products / services to potential customers)
- Lead generation: distributing content, redirecting visitors to other(affiliate) pages.
- Collectinformation about users and user behavior (event tracking).
- Newsletter registration / community
- Contacting: Requesting information about products / servicesSatisfying user needs
