What is a landing page?

A landing page is a single page of a web presence that serves as the entry page for new visitors and potential new customers. A landing page is often part of an online marketing campaign and speaks to people interested in one specific product or service. In most cases, a click on an ad does not lead to the general website of the company but to an optimized landing page. The goal of a landing page is usually the generation of leads or conversions.

Which elements should a landing page contain?

As a rule, these elements work well on landing pages:

• the (company) logo
• product images and videos
• the USP of the product or the service
• call-to-action buttons
• testimonials

What types of landing page are there?

• Landing page as a subpage: in online shops, these can be product or category pages, for example.
• Landing page as a page of its own: a landing page can even sit on its own domain, independent of the rest of the site. Such a page is usually built in the corporate identity of the remaining website.

What is a landing page for in online marketing?

Landing pages are meant to make new users aware of products or services. The benefits should be visible at a glance, and visitors should be encouraged to interact. That could be ordering a product, filling in a contact form or signing up for an email list. In most cases, a paid ad comes before a landing page.

Which page a visitor arrives on decides how far that visitor moves through the sales funnel, so the page has to match the target audience of the campaign. On phones, responsive design decides whether it works at all. Landing pages that also carry organic traffic belong in your SEO strategy, not only in your ad account. More terms on the subject are waiting in the SEO glossary.