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What is a landing page?

Anyone who is a little more involved with the topic of the Internet, web design and online marketing will quickly come across the term landing page. But what is it exactly? Sure, the term landing page already reveals that it is a “landing page”, but what exactly does it mean? This article is about the meaning and purpose of this page.

The term landing page refers to a web page that is optimized specifically for a target. The “landing page” originates from online marketing and is used to lead the user to a predefined action through an extremely optimized web page. This leads to the generation of new leads. The application areas of a landing page are diverse and can be:

  • Sale of a product or service
  • Collecting user data for further marketing activities
  • Promotion of discount campaigns
  • Surveys
  • Providing eBooks (here especially the optimization for a certain keyword)

Landing page interaction options

From the search engine optimization point of view, every subpage is a landing page. However, the generic variant has some peculiarities, where on the other hand the optimized variant does not contain navigation, as it would only distract the visitor. On the landing page, there is only one response element, which is usually repetitive and does not give the user a choice in interacting with the web page. This response element could be:

  • Button to a product or a download
  • Form to subscribe to a newsletter or download an e-paper
  • Phone number to be called

In addition, the landing page contains a distinctive call-to-action button that is intended to motivate the website visitor to perform the selected action. This is intended to optimize conversion. A landing page contains as few elements as possible, but as many elements as necessary.

Landing page peculiarities

Landing pages are usually separate from the company’s actual website. They can be outsourced to their own domain or operated as a subpage of a website. This has the advantage that the landing page benefits from the domain authority and will most likely rank better, provided that the page is relevant to the content of the main website.

Landing pages are designed under psychological rules of online marketing. The concept and the information offered are the decisive factors. Consequently, unnecessary navigation elements and links to other, non-relevant pages are avoided. As already mentioned, the only interaction element is the call-to-action button or the form, where the user is supposed to leave his data. Although images are important, they should also support the conversion of the visitor and should rather be omitted in case of doubt. Many online marketers also rely on the emotional connection of the visitor to the product or service. In this way, the visitor engages more intensively with the offer.

The concept of the landing page should be determined before its creation and significantly contributes to its success. The following questions can be answered on the landing page:

  • What problem does the offer solve?
  • For which target group is the offer intended (the user identifies better with the product or the problem)?
  • What is the provider’s solution?
  • What advantages do I have in solving the problem?
  • What is the USP of the offer compared to competitors?

Landing page optimization

For optimization, A/B testing is mostly used to increase the conversion rate. For this purpose, there are various tools to analyze and optimize the interaction of users. There are now providers that offer automated creation processes for landing pages and usually also support A/B testing. User behavior is also tracked in order to simplify optimization of the landing page.

For more tips, check out my article 13 Tips for Successful landing pages.


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