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A landing page is a standalone web page created specifically for a marketing or advertising campaign in digital marketing. It’s where a visitor “lands” after they click on a link in an email, or ads from Google, Bing, YouTube, Facebook, Instagram, Twitter, or similar places on the web.
Unlike web pages, which typically have many goals and encourage exploration, landing pages are designed with a single focus or goal, known as a call to action (or CTA, for short).
It’s this focus that makes landing pages the best option for increasing the conversion rates of your marketing campaigns and lowering your cost of acquiring a lead or sale.
Also called “lead gen” or “lead capture” pages, these use a form as their call to action. This form almost always collects lead data, like the names and email addresses of visitors.
Frequently used by eCommerce and SaaS (software-as-a-service) marketers, clickthrough pages go straight for sales or subscription. Usually, they have a simple button as the call to action that sends the visitor into the checkout flow (like the app store) or completes a transaction.
People search the internet for businesses, products, services, etc. The days of relying on phone books are long gone. If someone needs to find information, they are most likely turning to the internet to find it.
The importance of a website for marketing extends to every aspect of your digital marketing strategy. As the backbone of your online presence, every type of communication, piece of content, or advertisement that you put online will drive the consumer back to your website. As such, it’s important that your website gives consumers a clear idea of what your brand is about and what types of products or services you offer.