A landing page is sometimes known as a destination page or lead capture page and is a single web page that appears in response to clicking on a search engine, market promotion, marketing email or an online advertisement. They are often linked to social media, email campaigns, articles and accounts to improve the effectiveness of the advertisements. The landing page will include methods for the visitor to get into contact with the brand. 

The simple definition is that it is a dedicated page on a website that you land directly on from an external source like a paid advertisement or email. It is a digital version of the direct marketing letter, with a focus on one specific outcome. 

 

 

The ways of discovering a landing page include organic search or through a marketing campaign. An organic search is when a user finds the page from an organic SERP listing. It delivers the promise and intent of the query, as well as making the brand and what it offers clear. Landing pages can be found through marketing campaigns from a link in a paid ad or email. The page must be ready to fulfil the need to complete the action that is presented on the ad.

Once users are on the landing page, they are encouraged to take an action, like joining a mailing list or buy the product. It aims to capture information from contacts in exchange for something of value, like a retail offer code. They serve a specific moment of an advertising campaign to a target audience. 

 

 

 

What’s the difference?

 

More Links:

Typically ten links can be found on a homepage, which includes the navigation, links and many within the content. On a landing page, there will usually be fewer links and sometimes may only be one.

 

Broader CTAs:

The homepage acts as an introduction to the business and acts as a place where users can navigate throughout the site. Due to this, the content included is often broader. So since landing pages have one specific goal, the information is more tailored to the target audience. 

 

Audience and purpose:

Each page has a different audience and purpose. A homepage user usually is unsure of what they are wanting, whereas one on a landing page have clearly shown interest in what they want, as that is the reason they are on the landing page in the first place.