In digital marketing, a landing page is a standalone web page, created specifically for the purposes of a marketing or advertising campaign. It’s where a visitor “lands” when they have clicked on a Google AdWords ad or similar.
Landing pages are designed with a single focused objective – known as a Call to Action (CTA).
This simplicity is what makes landing pages the best option for increasing the conversion rates of your Google AdWords campaigns and lowering your cost of acquiring a lead or sale.
1. Headline
Landing page headlines, like any headline, need to be clear, concise, and deliver a distinct message to site visitors.
Lead Magnet
Lead magnets are a way to offer something of value to people in exchange for their contact information or their business.
Call to Action
Besides your landing page’s headline, the call to action (CTA) is probably the next most important part of an effective landing page. The call to action tells people that land on your website exactly what you want them to do, what they’ll get in return for doing it, and how to do it.
The call to action is usually a clickable button and either signs them up automatically for your email list or triggers a sign up form that needs to be completed, like the one Marie Forleo has for site visitors.
Consider the following diagram, which shows a homepage and a landing page. The orange areas on each diagram represent links on the page. As you can see, the Homepage (on the left) has 43 links, and the landing page (on the right) has only 1.
are fewer available distractions. Which is why expert marketers doing paid advertising always use a dedicated standalone landing page as the destination of their ad traffic.