What is a landing page?

A landing page is any page on a website where traffic is sent specifically to prompt a certain action or result, usually from an outside source such as a Pay Per Click ad. For large websites covering many products or many topics, a single home page cannot be optimised for every topic and still be relevant to all. A different approach is needed, a landing page that will not convert a visitor directly.

Here are a few examples of ways that landing pages are used with various traffic sources:

1. Traffic is sent from a pay per click (PPC) search marketing campaign (such as Google AdWords) to multiple landing pages optimized to correspond with the keywords the searcher used.
2. Traffic is sent from a banner ad or sponsorship graphic to a landing page specifically designed to address that target audience.
3. Traffic is sent from a link in an email to a landing page designed to prompt a purchase or other action.
4. Traffic is sent from a blog post or sidebar link to a landing page that pre-sells affiliate products or encourages an opt-in to a sub-list.

The biggest mistake in PPC advertising campaigns is using the home page as the landing page of their Pay Per Click ads.

 

There is a big difference in the quality of visitors coming from your PPC ads compared to those who arrive at your Web site thru other channels. Driving your PPC traffic to your home page or any page that is not designed to optimize conversion is going to waste a lot of your Pay Per Click campaign's budget. Your PPC landing pages should be designed specifically for the keywords you are targeting to improve your chances of converting your visitors into customers.

 

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