Landing Page
A landing page is where a user ‘lands’ after clicking on an ad, email, banner etc. Content strategy must include landing pages as they can help boost conversions. Users are requested for their contact information in exchange for white papers, e-books, discount codes, and so on. They are different from other web pages and are not available in a website’s evergreen navigation.
The homepage of a site offers an overview of the business – products/services, mission, location, etc. Landing pages however are useful that help you achieve your short-term goals. It’s a valuable marketing tool. A landing page is designed for a specific audience and offers only one action for the user to take; it offers no distractions, and the user cannot think of anything else. This could be filling out a form to sign up for a newsletter, download an e-book, or purchase a product. If the user performs the action available on the landing page, it has served its purpose and increased conversion.
Landing pages aim to convert visitors into customers and can also help connect QR codes on printed marketing materials to specific pages. It is essential to have landing pages for all your marketing campaigns.