What is a landing page?

If you’re searching for “what is a landing page?”, then most likely you need one or someone thinks that you need one. Either way, it’s worth diving into what a landing page is and what it does so that you can make a smart decision about whether you need one – or many.


Because not using a landing page when you need one is a severely costly mistake. The cost of this mistake is hard to calculate for most businesses because they never feel it until they actually start using landing pages. Almost instantly upon launching their landing pages, they recognize the enormous cost they were paying.


By the dramatic increase in the number of leads, sign ups or sales they begin to receive from their existing web traffic. This is the same number of leads, sign ups or sales they were losing out on by NOT using landing pages and didn’t even realize it.

So let’s dive right in so that you can make sure you aren’t leaving anything on the table.

A landing page is a one page website page that has just one target, goal and action, and is made to serve a specific campaign.

The point of a landing page is to take a visitor looking for the specific thing you’re offering and to convince them to accomplish the goal of your choice (like getting in touch with you) by using the action of your choice (like submitting their information in a form or calling you).

Landing pages are most frequently used in combination with paid advertising campaigns. This is because when you are paying for every visitor to your website, it’s extremely important that you do the best possible job at turning that visitor into a lead, sale or signup. This is exactly what landing pages do best.

In fact, if you are doing any form of paid advertising (online or offline) that sends traffic to a website page and you aren’t using landing pages, then you are most certainly seeing a fraction of the results that you could be with your current ad budget. You could even go as far as saying that you’re burning your money.

So how does a landing page do such a great job at converting visitors into leads, sales and signups? Why can’t I just point my advertising to my website?

The short answer is because landing pages are super targeted to the visitor that arrives on the page.

I’m going to lead you through a real world example and in the process I hope that the answer to this question will become clear as day.

Let’s pretend your a roofing company that offers the following services:

  • Asphalt Shingle Roof Installation
  • Metal Roof Installation
  • Tile Roof Installation

You want to get more business so you launch paid advertising campaigns on Google and Bing Ads.

You get the best profit from metal roofing, so you target people in your service area who are actively looking for metal roof installation companies.

When a potential customer clicks on your ad, they have to be sent to a web page. You have two choices. Do you send them to your main website? Or do you send them to a landing page?

Below, I’m going argue that the right choice is a landing page over your website by comparing the two.

Main WebsiteLanding PageOutcome:
SpeedIn 2018, the average full multi-page website loaded in 8.66 seconds. A landing page loads in under 3 seconds.80% of site traffic  today is from mobile devices and a mobile visitor will leave a site if it doesn’t load in 3 seconds. This means that the majority of main website visitors would leave after clicking your ad before even seeing what you have to say.
# of Pages & External LinksHas many pages and external links.One page with no external links.The main website has many different pages the visitor can browse, taking their focus from the one thing they came looking for and the one goal of the page – to get in touch with you. This also means that important information about your company and services is spread out across multiple pages. With a landing page you have the most important selling points summarized on one page for the visitor to review with no other distractions..
ServicesA website pushes all your services.The landing page only pushes the service that the searcher was looking for.If the searcher is looking for metal roofing, your landing page will only talk about your metal roofing service. This creates the illusion of expert specialization that people love. Think about it, if you were looking to purchase hiking shoes, would you go to a general shoe store or specifically a hiking shoe store where they specialize in hiking shoes and can get you the exact pair for your specific hiking needs?
Social ProofA website has a combination of testimonials from different customers across different services.A landing page has testimonials specifically for the service that they are looking for.It’s extremely powerful for a potential customer looking for metal roofing to see lots of testimonials for the service they were specifically looking for.
Dynamic ContentA website targets everyone so it’s pretty general with it’s content.With a landing page platform, you can see exactly what your user searched for and from where, so you can easily and dynamically change the content to exactly match what they are looking for.Imagine this – a potential customer searched for metal roofing services in Boston, Massachusetts. This data gets passed to the landing page and the landing page automatically changes the headline to include metal roof installation in Boston, the image changes to a metal roof and the general phone number changes to your local (617) area code number to match the area that the user is searching in. This type of local targeting dramatically increases conversion.
TestingMost websites are not built for easy A/B testing.All landing page platforms come with quick and easy to setup and launch A/B split tests.If you understand that your page is never perfect and your page is responsible for converting paid ad clicks into leads, then you understand that you must continue to test and improve your page to prevent lead loss. With landing pages it’s easy to create multiple versions of the same page with slight changes and send 50% of the traffic to one and 50% to the other. Overtime, one version will produce more leads from the same amount of traffic compared to the other. The winner will be set as the champion and the process continues, causing the # of leads to increase and the cost per lead to drop with every improvement. We’ve seen simple changes like the color of the phone number increase leads by 20%.
Homepage (left) vs. Landing Page (right)

As you can see, landing pages are a must if you’re running any type of paid advertising. In this example, we were talking about paid traffic from search advertising, but landing pages should be used for any type of advertising that sends people to an online page. This allows you to tailor your page specifically for that advertising campaign. Some examples are:

  • Google, Bing & Yahoo Ads
  • Facebook Ads
  • Instagram Ads
  • Direct Mail ads that send people to a website page.
  • Email Campaigns
  • Newspaper/Magazine Ads that send people to a website page.

In this example we were talking about a business using landing pages for lead generation, but there are also click-through landing pages that are used by mostly ecommerce websites.

A click-through page is the middleman between your advertising and your ecommerce site. It’s used to warm up the visitor to your product or service before sending them to your ecommerce page where they can purchase it.

Let’s look at an example of a Lead Form landing page and a Click-Through landing page.

Lead Capture Landing Page (Click to open demo)

Click-Through Landing Page (Click to open demo)

As you can see from looking at the pages above, the general structure of a landing page is as follows:

  1. Your unique selling proposition. This is usually the headline and the subheadline that communicates the value and purpose of the page
  2. Your hero shot. This is the main visual representation of your product or service.
  3. Your benefit statement. This content introduces important aspects of your campaign and is written in terms of how they will help your potential customer.
  4. Your social proof. This is any trust element like text or video testimonials, any trust seals like BBB and security badges.
  5. A single focused call to action. This is a statement/button where you tell your visitor what to do. For example: Call Us Today 123-123-1234, Submit This Form To Get A Free Quote, or buy now.

If you’re running any type of paid advertising and aren’t using a custom landing page, then it’s time to start! Contact us today to get started by clicking here.


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What is a landing page?