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What Is a Landing Page and Why Do I Need One?

Searching onlineIn simple terms, a landing page is where your visitors will “land” once they have clicked on a link from Google Adsense or another similar ad network. Generally, landing pages are used in digital marketing and are created for the sole purpose of promoting an advertising or marketing campaign.

Typically, landing pages are a single web page designed to accomplish a simple objective known as a CTA or Call to Action. In terms of marketing a product or service, a landing page is often the best bet for increasing your conversion rates.

To simplify things a bit more, below, we are going to look at the difference between landing pages and homepages, as well as the difference between organic and paid traffic, and how they can help your SEO Red Deer marketing campaign.

Landing Page Vs. Homepage

The main difference between a landing page and a website’s homepage is that landing pages are not ever meant to have more than one or two links on them. On the other hand, a typical website’s homepage (more web design tips) can have menu different links, menu and all sorts of other distractions to keep visitors occupied.

When it comes to paid advertising, research has shown that the simplicity of having fewer links on a landing page makes it more likely that you will be able to convert potential customers. This is mainly since your website visitors will not have other links on the page that might distract them.

For this reason, professional marketers and SEO experts who pay for advertising almost always use a dedicated landing page as the destination for their paid traffic.

To better understand the difference between landing pages and homepages, it is a good idea to go through what the difference between organic traffic and paid traffic is.

Organic Vs. Paid

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Remember that when you are thinking of what a landing page is, it is crucial that you understand that landing pages are meant as a landing strip for paid search traffic from Google or other ad networks.

To illustrate the difference between organic and paid search traffic, imagine typing in a search query on Google. In most cases, once Google has loaded the results, you will see four distinct areas on the results page. These will be: Paid results from Adwords, Paid results from Shopping Ads, a Featured Snippet and finally, the organic search results.

Organic results will always be posted below paid ads and are typically links to your site’s page in response to a given search query.

On the other hand, when you pay for your search traffic through AdWords, you will be able to decide where the link will bring your visitors. If you wanted to, you could send them to your website’s homepage.

However, if you are serious about your advertising campaign, you will want to send your visitors to a dedicated landing page, where there will only be one thing for them to do.

The Importance of a Landing Page

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A major mistake that many marketers make is sending their paid traffic through to their homepage, as opposed to a designated landing page. This is especially problematic for an e-commerce site.

Imagine that you are trying to promote your website and its products or services through Google AdWords. Even if you are lucky enough to get someone to click on one of your paid links, if they simply land on your homepage, how will they know what you want them to do next?

To help them out, you will first need to figure out what you want your users to do. Once you have got it, provide them with a landing page, and a clear and concise “Call to Action” that prompts them to follow through.

Therefore, if you are going to have a stream of targeted traffic finding their way to your website, the best way to increase your conversion rate is to make sure to be using a dedicated landing page.

Contact Gold Seal SEO to help set up your landing page or to provide you with quality writing that will help rank your website.