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A landing page is a page on your website that is specifically designed to promote a product or services by converting visitors to purchasing leads. As the name implies, it is where users land as the first page from which there were directed to. That is to say, an ad must have directed visitors to that page, and as a result, it is important to note that there should be no distractions or information other than what brought the user to the landing page.
Aside from lead generation, other reasons for a landing page development could be educational/informational, and engagement. For example, a company that just launched a new app can decide to create a landing page about the app and direct users to its App Store. Another example is a landing page developed as an additional feature of a web app to engage users during a campaign e.g a quiz about a product. Also, a landing page can feature a product verification where users can verify the genuineness of a product. The list is endless, but the sole purpose of a landing page is for lead generation, that is why a landing page can also be called a lead generation page.
A landing page or a lead generation page usually:
- Has a form that allows you to capture a visitor’s information in exchange for a desired offer or freebees.
- Have clear Calls to Action (CTAs): A CTA is a button, an image, or line of text that prompts visitors to complete a specific action. On landing pages, CTAs tell your visitors where they should click to access specific offers. CTAs can be found on the landing pages of your website where the content correlates with your offer as well as on relevant blog posts that support the content within your offer.
- A ‘Thank You’ Page: Although an in-line thank you message is available in most tools, it is recommended that you include a page with a dedicated thank you to your new lead. Most times, it includes a “download now” button that new leads can click to get the resource e.g ebook, coupons, or special offers offered on the landing page. It is also a way of encouraging your lead where to go next.