The concept of a landing page is simple: A web page that you want a visitor to arrive at after a search or an ad click. The execution of a landing page can get more complex depending on what you want the visitor to do. Landing pages come in two flavors:
- Pages that contains an offer or pitch closely related to an ad campaign
- Sub-page of a website that contains information that is relevant to a keyword search
The complexity comes from the purpose of the page. Is it designed to convert? That is, do you expect to make a sale or generate a lead or contact request directly from the page? Usually pages designed to create a conversion are in the first category above. They are designed specifically to compliment an ad campaign. The ad has an offer, the visitor clicks, they are taken to a page that sells them on the offer and gives them an immediate means to act upon that offer. These kinds of landing pages often look more like sales letters than web pages. They often do not have direct navigation back to a parent site or to other pages because the designer wants the visitor to take action now. Here is a sales letter-type of landing page.
The second category of landing pages are topic-specific pages within a larger site. Here’s an example from the Martino Flynn site, our landing page for our PR services. It contains keywords that relate to Public Relations. If a potential client is looking for PR help via a search, this is the page we’d want them to go directly to. We don’t cut it off from the overall agency site because we want them to see the depth of other services we provide.
Landing pages are essential to any successful SEO or SEM campaign. It is almost always preferable to direct a visitor to a landing page rather than the home page of a site because they are more relevant to the intentions of the visitor in seeking information or while responding to an offer. And relevancy and intent are the keys to all successful online marketing.