A landing page is a web page that appears when a visitor clicks on a PPC ad (Pay-Per-Click Ad) or a search engine result link. The home page of a website is not the only landing page; every page in a website has a purpose and is a potential search engine landing page. A landing page should contain content that relates to the keyword search phrase. For example, searching in Google for website mockup should bring up web landing pages that contain content relating to the keyword phrase “website mockup”.
Within your campaign, a landing page is a single website page that is designed with a narrow purpose. The goal is to limit the options a visitor to your landing page has and directed them to a clear objective. Landing pages have their navigation and other distractions removed. They appear as standalone pages on your site.
What is the Purpose of Landing Page?
Landing pages, like any other part of your online marketing arsenal, need goals. Without concrete, specific goals, there’s no way to create an effective page. Your goal should be clear before you begin designing your page.
You also need specific expectations for your landing page, on which to gauge its success. These expectations can be based on previous experience, anecdotal evidence, or simply wishful thinking. But it’s helpful to have a specific number to compare your actual results with. This could be the total number of conversions, or the number of people who make it past your landing page, or any other number, based on your own goals.
Difference of Landing Page and a Home Page
Think about your home page like the front door of your home. People make judgments when they arrive at your home. They quickly look around to get to know you, and they’re seeing if they can
relate to whom you appear to be. Think: first impressions.
The same holds true for your home page. Google and Microsoft Research both report that most people spend 10 seconds or less on your home page before making the decision to hit the back button or to look around more. This means your visitors need to do a lot in a little amount of time.
They need to understand what you do and how you could help them. They need to see that you understand their challenges and have solutions. They should see how you’re different from all your competitors and that you’ve helped other people like them. Take note of the language: Your home page needs to be about your prospects, NOT about you.
The home page’s goal is to disrupt their status quo, emotionally connect with them and direct them to either convert with educational content or move directly through your site to learn more. Yes, that’s a lot in a very short amount of time.
Typically, home pages are for prospects in the Awareness stage, but not always. So, the messaging and offers need to reflect that. That’s why your home page is critical to your inbound marketing effort. This is why you need to take your time in creating a home page that delivers results and then continuously optimize over time to make sure the results improve month over month.
Landing pages have one major objective and one minor objective. The major goal for all your landing pages is to turn site visitors into leads. It’s the end of the story, as I referenced above. Visitors
have been to the site, they’ve seen your story and they found additional educational content they want and need. The landing page has to be highly efficient at taking them through the final step and converting them into a lead for you to nurture.
Because of this, the page is designed with conversion in mind. It tells a short and succinct story to get the visitor to know exactly what they’re getting. It shows them a picture of what they’re going to get, and it makes getting their content simple (so keep your form short and sweet). There is no navigation because we don’t want them going anywhere else, and the copy has to be super compelling.
Landing pages and home pages have different conversion rate expectations. Landing pages should convert at the 20% to 40% range and should be included in the ongoing optimization effort to continually improve this rate. This is one of the best kept secrets to improving inbound program performance month over month.
The minor objective is related to search. Landing pages are also excellent resources for on-site search engine optimization, so you’re going to want these pages to be highly optimized. You want them to rank because you’re sending people to these pages from their searches and giving them a chance to convert into leads with a single page visit. That’s highly effective inbound marketing.
The way search engines rank pages means the more people convert on a page, the higher it will rank. So, don’t underestimate the effort to create high ranking landing pages. The key takeaway: When you work on your new inbound marketing website, make sure you’re taking a different approach to the different types of pages on your site.