A landing page is designed such that the visitor is compelled to take a specific action. The purpose of the landing page could be to subscribe to a magazine, a newsletter, purchase a product, or become a follower. The visitor is usually sent to the website when he clicks on the landing when linked to a PPC Ad. Though most visitors arrive at the website via pay-per-click advertisement, they can land directly from the SERPs. They may also reach the page via a blog post or a social media post.
Landing Page and Home Page Difference
A home page contains general information about the firm, product, and services. The home page is a gateway to the internal pages of your site. Although part of the link architecture landing pages are focused on conversions. The page’s purpose is to turn visitors into leads or customers, fill out a form, or download an application. They are with a single call to action or CTA.
The home page on the other hand can have multiple CTA to direct visitors to several pages depending upon the offering or each page. Almost all business and service pages in a website have a landing page beside the home page. Some regular websites may not have a landing page but on the contrary, they end up providing information about the business. Single posts from blogs, newsletters, and articles may have CTA to times more than one compelling visitors to take varied actions.
Types of Landing Pages
- Landing pages are usually of two types:
- Lead Generation
- Click Through
Lead generation pages make the visitor fill out a form with NPA in exchange for some free offers like more information, product details, and useful literature. It could also be to download a case study, a white paper invitation to a webinar or to download an ebook. The headline says it all, it should be compelling to draw the visitor to a specific action.
Click Through pages should have a compelling title crafty enough to direct the visitor to another page for a specific action. A visibly attractive CTA button with a message is a must for click-through pages.
Specially focused landing pages can provide a big boost to your business. They should carry an enticing message that compels the visitor to take action and solve his pain point.