What is a landing page? (plus free template)

There’s a lot of confusion about landing pages. Such as “What is a landing page?” and “Why do I need a landing page?“. So in this article, we’re going to dig deep into all things landing pages.

Oh, and a free landing page template to get you started!

What is the difference between a web page and a landing page?

A landing page is a standalone web page specifically designed for a marketing or advertising campaign.

When a visitor clicks on a link in an email, an ad on Google, Bing, YouTube, Facebook, Instagram, Twitter, or other web platforms, they “land” on this page.

The key difference between traditional web pages and landing pages is that the former has a single focus or goal, known as a call to action (CTA).

This is unlike regular web pages that may have multiple goals and encourage exploration.

Overall, landing pages are more effective in increasing the conversion rates of marketing campaigns and lowering the cost of acquiring a lead or sale.

Why is a landing page better than a website?

A common question I’m asked shortly after “what is a landing page?” is “why is a landing page better than a website?“.

This is actually the wrong question to ask because a landing page is not inherently better (or worse) than a website.

A landing page serves a different purpose than a web page.

And they both have their own strengths to achieve specific goals:

Landing pages:

1. Single focus or goal: Landing pages have a clear call-to-action (CTA), making it easier for visitors to understand what action they need to take and improving conversion rates.
2. Tailored for specific campaigns: Landing pages can be customized for individual marketing or advertising campaigns, ensuring consistency between the ad and the destination, which increases the likelihood of conversion.
3. Simplified design: Great landing pages typically have fewer links and distractions, which minimizes the chances of visitors navigating away from the main CTA.
4. Easier to test and optimize: Landing pages are ideal for A/B testing different variations of headlines, CTAs, or design elements, allowing you to optimize for better performance.

Websites:

1. Comprehensive information: A website provides an extensive overview of your business, products, services, and other essential information, enabling visitors to explore and learn more about your brand.
2. Multiple pages and CTAs: Websites have various pages with different goals, catering to diverse visitor needs and interests.
3. Branding and trust-building: A well-designed website helps establish your brand identity, build trust with visitors, and showcase your company values.

So as you can see, a landing page is not better than a website but rather serves a more focused purpose. L

Landing pages excel at driving conversions for specific campaigns, whereas websites provide a broader overview and allow visitors to explore your brand.

Do I need a landing page if I have a website?

Having a website is essential for providing comprehensive information about your business, products, or services.

But a landing page is perfect in certain situations such as:

1. You’re running marketing or advertising campaigns: Landing pages are designed to be highly focused and tailored to specific campaigns. They help increase the conversion rates of your ads by providing a clear and relevant call-to-action for the visitors, which may not be as prominent on your website’s homepage.
2. You want to generate leads or grow your email list: Landing pages can be used to capture visitor information, such as names and email addresses, through lead generation forms. Offering something valuable like an ebook, a free trial, or a discount can entice visitors to provide their contact information.
3. You’re promoting a specific product, service, or event: If you’re launching a new product, offering a limited-time deal, or hosting an event, a landing page can provide all the necessary information and a focused call-to-action, making it easier for visitors to take the desired action.
4. You want to test and optimize marketing strategies: Landing pages enable you to run A/B tests and measure the effectiveness of different marketing messages, designs, or strategies. This can help you optimize your campaigns and improve your overall marketing efforts.

In summary, while you may already have a website, creating dedicated landing pages for specific campaigns, promotions, or lead generation purposes can enhance the effectiveness of your marketing efforts and increase conversions.

Landing pages have higher conversion rates than web pages.

Landing pages are an essential part of the marketing funnel, as they increase the conversion rates of marketing campaigns and lower the cost of acquiring a lead or sale.

They come after prospects at the top of the funnel click on a link in an ad, email, or other web sources and are the point of conversion, such as a purchase, signup, or registration.

There are two main types of landing pages, defined by their goals:

1. Lead Generation Landing Pages: A lead gen landing page use a form as its CTA to collect lead data, such as names and email addresses. B2B marketers and high-ticket item sellers use lead gen landing pages to build a list of prospective customers, often offering a free resource like an ebook or webinar in exchange for contact information.
2. Clickthrough Landing Pages: Commonly used by eCommerce and SaaS marketers, these pages aim for sales or subscription conversions. The CTA is typically a simple button that directs visitors into the checkout flow or completes a transaction.

To drive traffic to landing pages, marketers can use various sources, such as:

1. Paid Search Traffic: Search engines like Google and Bing offer PPC advertising that appears in search results, targeting users based on their search terms, demographic data, or browsing history.
2. Paid Social Traffic: Social media platforms like Facebook, Instagram, Twitter, and LinkedIn allow advertisers to target specific users and communities interested in their brands.
3. Email Campaigns: Email is an effective marketing channel due to its massive reach and low costs. Combining emails and landing pages can nurture existing customer relationships and acquire new ones.
4. Organic Search Traffic: Organic traffic refers to visitors coming from unpaid sources, like search engine results pages (SERPs). Creating compelling and useful content can improve your ranking in search results, increasing organic traffic.

Free landing page template.

This free landing page template has an insane conversion rate and is a perfect way for you to grow your newsletter list.

Click here: Free landing page template.

Let ‘er rip tater chimp.

So there we have it: a comprehensive answer to “what is a landing page?”.

I guess if I were to sum up what a landing page is into a one-liner, then I would say something along the lines of: landing pages play a crucial role in digital marketing campaigns by providing a focused platform to convert visitors into leads or customers.

Thanks for reading and don’t forget to grab your free landing page template.