By: Patricia Poblete
In today’s highly competitive world, online presence is unquestionably an important marketing leverage for every business. And as you dive deeper into the territory of digital marketing, you will soon realize that marketing your business and reaching your goals require more than just a website and social media accounts. Whether your objective is to increase traffic, capture interest, or increase sales, there are several marketing tools that can be used when building effective marketing campaigns. A landing page is one of the many marketing tools.
What’s a landing page?
If you search the term “Landing page” online, you will receive numerous results with general definitions; such as HubSpot’s landing page definition
: “a web page that allows you to capture a visitor’s information through a lead-capture form” or Web Ascender definition
: “a part of a first impression...your handshake or greeting, or smile.” Simply put, a landing page is a web page that a consumer “lands” on after clicking a hyperlink from a different page, search result, or most often, a search advertisement. Landing pages are often “stand-alone” pages - in other words, these pages have no links to any other sources or navigations (such as, your business’ website). The purpose of a landing page is to essentially move visitors down the sales funnel and eventually make them a lead. An effective landing page should be transactional; determined by its engagement or conversion rate. As a result, making a purchase, giving a call, or subscribing to the business are some examples of a “transaction.” In that case, a landing page should have a clear and direct intent with specific information of what the business is offering to “push” potential customers to convert.