What is a Landing page?

A landing page is the first page you land on in a website you are browsing.  The term is also used to describe a unique page that is used in advertising campaigns to show select content designed to appeal to a very specific audience for a very specific purpose.  Landing pages are an essential part of any online advertising campaign.

What is the function of a landing page?

A landing page is used to display content to people who click on online advertisements.  Instead of leading you to the company home page, most advertisements from sponsored links will lead you to a landing page specifically set up to prompt user interaction.  The main purpose of a landing page is to give just the specific content that a user needs to make a decision and to facilitate that call to action with functionality that allows users to purchase products, subscribe to services, etc.  Another vital function of a landing page is in providing companies with valuable information that helps them tweak their advertising campaigns.  Many guerilla marketing techniques make use of landing pages to offer specific content to audiences.

How a landing page works

A landing page is special because it is not indexed in any search engine.  It is impossible to reach a landing page unless you go through the channel designed by the advertising agency that leads to it, unless you know the specific URL of the page.  Advertisers want to know that only the traffic origination from an advertising campaign can reach the page.  A landing page is not connected to the home page of a website or the site map for that reason.

What are the advantages of using a landing page?

Many affordable web design packages include several landing pages. The advantage of using a landing page is that users who are interested in advertisements get specific content and a clear call to action from a single page.  A home page is political by nature and neutral when it comes to a call to any action at all.  Usually people clicking on an ad want to know about one particular service or product and how to order or buy that product or service. Make it easy for your customers to do business with you by providing them with a clear call to action via a landing page.