What Is a Landing Page? (and How Does It Work?)

Landing Page

A landing page is the mainstay of a brand’s digital presence.

Crafted as a marketing and advertising vehicle, it attracts online traffic and drives business. Being a key entry point, it carries more weight than most other pages one owns.

To unlock its full potential though, you have to understand what the landing page really is.

We’re going to do away with confusion surrounding its definition and function. So, let’s examine those all-important nuts and bolts.

Landing Pages in a Nutshell

A landing page is a standalone web asset.

It’s a place where internet users land upon clicking a corresponding ad or a link. Businesses create it to serve as a marketing tool and fulfill one specific goal. This is how landing pages differ from other web pages.

The latter entice navigation to other pages and have more than one purpose. For example, a homepage tends to feature loads of information and a handful of links. That’s because its objective isn’t to just convert someone.  

Conversely, the landing page’s single focus manifests in the form of a call to action (CTA). Thanks to this defining trait, the landing page has a superior ability to convert customers and generate sales.

Sticking the Landing

To deliver on this promise, a landing page must be seamlessly integrated into a sales funnel.

It typically falls somewhere around the middle of the funnel. At this stage, prospects have already performed an action (click). However, they’ve still not made a purchase or subscribed to the service.

To bridge the gap, the landing page must successfully convert with a single CTA. This component takes center stage and there should be no distractions standing in its way.

This isn’t to say there aren’t other elements that play a role. A good landing page needs to blend visual appeal with trustworthiness and a high level of functionality. So, one shouldn’t overlook aspects such as web design or social proof.

Types of Landing Pages

Note that there are two main types of landing pages to distinguish from.

The first one is a lead generation landing page. It employs web forms as the CTA. The goal is to gather consumer data, such as personal/contact info.

Email address is perhaps the most common target, used to build a list of prospects and later sell to them. Marketers and entrepreneurs often offer something in return for info as well.  

On the other hand, click-through landing pages are popular with eCommerce and SaaS brands.

They aim to encourage visitors to buy or subscribe right away.  In other words, they send customers to the checkout process, which is mean to bring a transaction to a close.

Both types of landing pages hold their distinguished places in modern digital campaigns.

Purpose-Built Pages at Their Finest

Landing pages are campaign-specific pages geared toward maximum conversion rates. They have to get the deal done, lest they fail to meet their purpose. The basic setup behind any landing page may be quite simple, but the execution certainly isn’t.

You have to see to it your landing page is the conversion engine instead of a leaky spot in the funnel. There are a few moving parts to polish to perfection too.

Don’t hesitate to check out our other posts to collect even more precious insights. It’s time to master the art of turning visitors into well-paying customers. And for all the passive-income advice you could hope for, make sure to join the Affiliate Success Academy today.