A landing page is a dedicated hardware web page specifically created for a marketing or promotional campaign in digital marketing. It’s where a visitor “lands” after clicking on a hyperlink in an email or an ad from Google, Internet explorer, Instagram, Twitter, YouTube, Facebook, or another similar website.

Landing pages, as opposed to web pages, which customarily have multiple objectives and encourage exploration, are intended with a single focus or main objective, known as a call to action.

Because of this focus, landing pages are the best option for boosting the exchange rates of your advertising campaigns and lowering the cost of obtaining a lead or sale.

Primary Distinction Between a Homepage and a Landing Page

While the homepage contains a plethora of potential distractions—you could call them “leaks” rather than links—the landing page is laser-focused. Having fewer connections on your landing page boosts conversions because fewer tempting clickables divert visitors’ attention away from the call for action. That is why specialist marketers always direct their traffic to a dedicated landing page.

This customer’s landing page serves an entirely different intent. Everything about it works extremely hard to convert these visitors into customers, especially when combined with super slick advertisements that promote a single offer. It’s doing a pretty good job of converting the brand’s traffic. That is the strength of landing pages!

Landing Page Types

There will be a lot of variety relying on the specific information of the company or organization, but there are two archetypes of landing pages (characterized by their goals):

Landing Pages for Lead Generation: These pages, also known as “lead generation” or “lead capture,” use a structure as their action call. This form often collects lead data, such as visitors’ names and email addresses. 

This landing page is used by Marketing professionals and companies that sell high-ticket items to build a summary of targeted buyers. They may offer something free, such as an eBook or webinar in return for contact details.

Ecommerce businesses can also utilize these documents to build their lists and offer free shipping or special deals.

Clickthrough Landing Pages: Clickthrough pages are commonly used by online shopping and software-as-a-service marketers to drive sales or subscriptions. Typically, the active call is a simple button that sends the viewer into the checkout stream (such as the android market) or fulfils a transaction.