Any page of your website can technically be a landing page. It primarily depends on what people search for on Google and which page Google directs them to. However, many companies create pages specifically designed as a location where traffic is sent to. So when you create a social media post and post a link on that post, you can link to your landing page.
A landing page can be an email opt-in page, a sales page or even a video landing page. Its focus is to achieve a specific end result, whether that is to fill in a form, watch a video, read an article or share a post on social media.
The purpose of a landing page is to encourage viewers to:
· Sign up for something
· Subscribe to something (a newsletter or content)
· Read a post
· Share a post
· Buy something
· Donate money
· Visit a physical location
· Take other action
As such, a landing page needs to be specifically written and well-designed with clear language, so that the viewer knows exactly what is expected of them from the page. If the page is designed accurately enough, you can expect positive results from your landing page.
For this reason, landing pages play a very different role from a homepage, which is far more general in nature. They have strong conversion rates, and have the power to boost leads, signups, downloads or anything else you are trying to achieve from your landing page.
Different Types of Landing Page
There are two types of landing page. These are:
Lead Generation Landing Page
This type of page asks the visitor to provide information, such as email address and name. Once their information is submitted it is then added to the database, after which point the individual will receive emails, newsletters, or whatever content they have agreed to sign up for.
Click-Through Landing Page
A click-through landing page prompts the visitor to click a button to get to a new page. When done correctly, the click-through landing page entices the reader in, essentially getting them warmed up in preparation for the main page where they will be able to discover even more about this exciting product or service.
Landing Pages: Summing Up
The overall intention of any website is to convert visitors into paying customers, and one of the best ways to do this is through a landing page. A well-written and well-designed landing page will form the foundations of a successful lead generation strategy, and, as most businesses want nothing more than to attract more leads, it’s critical that you do not ignore the power of a landing page.
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