|Picture thanks to HubSpot.com|
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
- 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