What is a Landing Page?

Whether you're in marketing, sales, or product design, the significance of a high-quality landing page is clear. A landing page is a standalone webpage designed to generate leads or drive sales, effectively helping you boost your revenue. Unlike regular web pages, landing pages focus on a single call to action (CTA) and are often linked to specific marketing or advertising campaigns. This focused approach means landing pages follow a set of well-established best practices.

Landing Pages vs. Home Pages

A typical homepage or website features a comprehensive navigation bar with numerous links leading to other pages or content. In contrast, a well-designed landing page should feature only one link, or a set of links all leading to the same action. By having a single CTA, landing pages minimise distractions and reduce the likelihood of users leaving the page without converting.

Your brand’s homepage serves different purposes. It’s designed to showcase your brand’s personality, allow users to explore various features, find blog posts and support articles, or even apply for a job. However, it’s not necessarily optimised for immediate sales, which is where landing pages come in.

Landing pages are tailored to specific campaigns, so users who arrive at them are already interested due to an ad or post from platforms like Google, Bing, YouTube, Facebook, Instagram, Twitter, or other sites. This targeted approach helps you attract high-quality leads who are genuinely interested in your product.

Best Practices for Creating a Landing Page

What makes an effective landing page? It should be clear, concise, and focused solely on the main CTA. The copy on your landing page should convey one clear message. The headline should clearly state the action you want visitors to take and outline the benefits of doing so.

The visual design of your landing page should be minimalistic. Unlike a homepage, this is not the place for elaborate brand expressions or complex design elements that might distract visitors. The goal is to keep the user’s attention on the main action.

CTAs on landing pages are typically buttons, sometimes accompanied by an input field if you need to collect information. To ensure your buttons are effective, they should stand out visually. Use contrasting colors to make the button pop against the page background and include clear, action-oriented text on the button itself. For instance, if you want visitors to book a demo, clearly label the button with “Book a Demo.”

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