A landing page can be any page that someone lands on after clicking on an online marketing call-to-action. Dedicated, promotion-specific landing pages are what we’ll be focusing on. Dedicated landing pages are standalone pages that are designed for a specific marketing campaign.
By standalone I mean that it has no ties to your website, like global navigation. In essence, it floats alone, only accessible from the link you’re providing in your marketing content (the call-to-action in an email for example).
The purpose of a landing page falls into two categories:
to capture leads that enable you to market to people in the future, or
to “warm up” potential customers to the product you are trying to sell to them before sending them further into your sales funnel.
This creates the need for two types of landing page – a lead generation page and a click-through page.
The most valuable piece of information you can get from a lead generating page is someone’s email address – which gives you permission to continue talking/marketing to them.
Once you have a lead’s permission, you then try to convert them into a customer by combining the two most powerful 1-to-1 communication tools a marketer has – email and landing pages.
Here’s an example lead generating landing page that’s designed to capture user and/or company data in exchange for something – in this case an ebook.