What & why is a landing page important?

Picture thanks to HubSpot.com

Do you have a new product or service to establish? These landing pages are well-designed, very planned and increase interaction before your product is officially launched.

Definition

From Wikipedia: In online marketing a landing page, sometimes known as a "lead capture page" or a "lander", is a single web page that appears in response to clicking on an advertisement. The landing page will usually display directed sales copy that is a logical extension of the advertisement or link.

The general goal of a landing page is to convert site visitors into sales leads. By analyzing activity generated by the linked URL, marketers can use click-through rates and conversion rate to determine the success of an advertisement.

Why it's important

• Generates leads
• Starts getting SEO traction
• Increases social media engagement (follows, fans, views, etc.)
• Grows interest around your product or service
• Potentially generates click-through rates and conversation rates

Types

• Reference (About a product or service)
• Transactional (In order to purchase a product or service)
• Google AdWords or AdSense (thanks to the below three from Unbounce)
• Viral landing pages (usually microsites talking about a particular viral campaign)
• A product detail landing page