What Is a Landing Page?
by Josette MIllar
Of all of the jargon used in the digital world, Landing Page has to rank up there with the most used and often times least understood. To answer the question “What is a Landing Page?” it is probably first most helpful to frame it as the primary sales tool on the web.
I call it that because its sole purpose is to initiate an exchange of information between the website visitor (the prospect) and the website host (the seller).
That brings us to a description of a Landing Page. It is a website page designed with a form designed to capture basic online personal information. The simpler forms only ask for an email address; longer forms can require more detailed information (name, mailing address, telephone, primary interest, and etcetera). Since this page is dedicated to an information exchange then all content on the page needs to point to and describe what the prospect is to receive. This is important. Do not distract your potential client with extraneous information. I don’t care how compelling it may be; if it is not directly related to the value exchange it does not belong on the Landing Page. This is a value exchange where, as the seller, we want to capture value (our prospect’s personal information) and in return we provide him some of what he wants to know (white paper, e-book). This can initiate a relationship which culminates in a sale after several more exchanges. Or it may be the culmination of the sale. A simple one-time transaction.
What’s The Big Deal?
What a Landing Page is not is anything else. A Landing Page is a dedicated page. “…its sole purpose is to initiate an exchange of information between the website visitor (the prospect) and the website host (the seller).” By that definition a home page with an offer and a form included is not a Landing Page because you are using the page to describe your business, to list your hours, to tell about yourself; these are all well and good but they compete with your prospect’s attention. Any page that shares a function with the sales process is not called a Landing Page. Website designers call this separating function and form.
Why is this distinction so important? Effective marketing, whether it be on the web, in print or in person requires the ability to measure results. How many phone calls did you make, how many offers did you mail, how many visitors came to your site for every sale you made?
Dedicated Landing Pages allow you to make these distinctions. They provide for traditional metrics. They provide clear, concise market testing of first one presentation compared to a second presentation. This is called A/B marketing.
Time honored marketing techniques such as these can only be used with dedicated Landing Pages. Now you know what a Landing Page is!