What is a Landing Page? Definition, Function & Example
31 Aug 2021
If you are a business owner who sells online, you definitely need tools or media to market your products or services. One of the most effective marketing tools today is landing pages, which have numerous functions. Before we discuss the function of landing pages, do you already know the meaning or understanding of the landing page itself and the differences between landing page and homepage? If you don’t know, let’s start the discussion!
What is Landing Page
A landing page is a web page that’s the first thing visitors see when they land on your website, and it usually has a single call to action (CTA) button to take (e.g., “Sign up here!”). A landing page is also the first impression your potential clients get of you, it’s where they will find out more about your product or service and how you can help them. The landing page is a must-have for every business that wants to get the most out of social media marketing and advertising.
Then What is the Difference with the Homepage?
Unlike the homepage, which has many menus and links in it, because the homepage is the main page of a website to go to other pages. Homepage usually consists of five or more pages such as About, Services, Blog, Contact, FAQ, and more.
Example of Landing Page & Homepage
CR8 Consultancy Ebook landing page: https://www.cr8consultancy.com/ebook-accelerating-malaysian-digital-marketing-services/
CR8 Consultancy Homepage: https://www.cr8consultancy.com/
Functions of Landing Page
After understanding the definitions and differences between landing page and homepage, the next part is to understand its function. The landing page has two main functions which are:
1. Collect Customer Data
The first function of the landing page is used for collecting potential customers’ data such as name, email, or phone number after visitors take an action. The purpose of collecting these information is to enable businesses to retarget on the existing prospects back on online advertising such as Facebook Ads or Google Ads.
2. Speed Up Action
Landing page enables customers to focus on a single product and to buy the item faster and easily. It distracts from menus and other navigation buttons minimally to ensure customers can take an immediate action on that particular product or service page that they want to buy.
Types of Landing Pages
Lead Capture Page
Lead capture page is used to collect potential buyers and leads. By using a landing page, businesses will have a database of names, phone numbers, and email addresses in general in order to create relations with potential future buyers. Usually B2B will utilize this page to get contact info by offering discounts, ebooks, courses, and more.
Example of lead capture page by Search Engine Journal
Click-Through Landing Page
A click-through landing page is a page that does not attach a form, but only a Call-To-Action button that is linked to the outside. This type of landing page contains details about the product or provides users and customers with a specific offer. For example, a page with specific information on products or services and a Call-To-Action button immediately linked to the registration page or subsequent transactions.
Example of click-through page by ahrefs
Squeeze page is a page that is used for only one main function, which is to get the email of your website visitors / prospects. Sometimes it is also used to get customer name in an additional line beside email to continue following up the prospects until they are ready to buy. Common uses such as free ebook, sign up webinar, newsletter, and others.
Example of squeeze page by pengjoon.com
Thank You Page
A thank you page is a page that is sent to visitors immediately after they complete an action on your page. Some actions examples include signing up your newsletter, completing a payment, booking a place, and more.
Example of thank you page after subscribing to a newsletter on Search Engine Journal
How Does A Landing Page Work
The action performed by visitors on the landing page provided is easy. First of all, you need to understand what elements to have on the landing page. For instance, you provide a product or service along with the promotions (if available) on the page. Then, explain what is the Unique Selling Points (USP) of your product or service. Lastly, add the specific CTA button that is directly connected to the registration page or to further transactions.
Here is an example of the flow of a landing page process:
- The user visits or is directed to a landing page with a call-to-action (CTA) form or a purchase form.
- The user fills in the information required on the form and automatically becomes a lead.
- The information obtained from the form is then stored in prospect database and will be used for future marketing prospect.
Let’s Create A Landing Page
At last, we have come to the conclusion of this blog. Would you like to create your own business landing page? If that’s the case, excellent! If you are a business owner and do not have any landing page or website, we would highly recommend creating one to grow your business online presence and conversion. Last but not least, do remember that the main purpose of having a landing page is to convert your potential customers into leads. Make sure the landing page is quality-focused, well designed, have a unique offer, and clear Call-To-Action button.