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A landing page is a standalone page on a website with a unique URL. Potential customers can reach it by clicking through from an email, a paid ad, a banner, organic search, a social network or another digital channel, or by visiting it directly. The most common goal of a landing page is to convert these visitors into customers.
How the term landing page is used
1. In the narrower sense, a landing page is a page on a website designed for conversion. It is a type of content that tries to convert the user directly by collecting a contact, an email address, a purchase or an expression of interest. In this narrower sense, pages such as blog articles, a glossary, an about us page or FAQs are not landing pages.
✏️ An example of a landing page in this narrower sense is my SEO consultant landing page, where the goal is to convince users of my skills so that they leave me a lead (an enquiry).
2. In SEO, however, I find that most people call any page that aims to attract traffic a landing page. It is true that a blog can sell as well as inform. For example, in keyword research, landing pages are the pages assigned to individual keywords or phrases.
✏️ An example of this kind of landing page is my blog post on the marketing mix, which relates to my work, but the post is informative and I do not offer anything in it.
3. In the last case, a landing page is a campaign page that receives traffic mainly through paid channels or email marketing. Landing pages differ from other web pages in that they do not appear in the website’s main navigation. They serve a specific purpose at a specific point in an advertising campaign for a given target audience. The goal is to collect information from users in exchange for something valuable, such as a code for a retail offer or B2B (business-to-business) insights in the form of an e-book. These pages are also called lead magnets and are built entirely for conversion. Lead magnets are often part of a marketing strategy in B2B or for high-value B2C services.
How landing pages are used
In this section, I will focus only on the third and narrowest group of landing pages. Other web pages usually have many goals, are long-term and encourage exploration. Landing pages, by contrast, are designed with a single focus or goal, known as a call to action (CTA for short), followed by conversion. The whole page leads towards one main goal.
It is precisely because of this focus that landing pages are the best choice for increasing the conversion rate of your marketing campaigns and lowering the cost of acquiring leads or sales. They also let you test limited offers and try new things.
As you can see, the landing page comes into play after potential customers at the top of the marketing funnel click on a link in an ad, an email, Google or Facebook. It is the place where the conversion happens (such as a purchase, a sign-up or a registration). Thanks to the fact that
There are several types of landing page, depending on the specifics of the business and on whether you are looking for potential customers, sign-ups or sales.
1. Lead gen
Lead gen pages use a form as their call to action. This form almost always collects key details such as visitors’ names and email addresses. The more information you ask for, the more precise your leads will be, but the lower your conversion rate. That is simply how landing pages work.
B2B marketing specialists and companies selling high-priced goods use this type of landing page to build a list of potential customers. The buying process is long and a qualified lead is only the beginning of it. In exchange for contact details, they sometimes offer something for free (a lead magnet), such as an e-book, a survey, a study or a webinar. E-commerce brands can also use these pages to build a list or to offer free delivery or special deals.
Lead gen pages are the foundation of most modern B2B marketing strategies, various B2C services and more. Lead gen pages can be designed for campaigns, in the sense of point 3 of the classification at the start, but also as long-term pages for services, in the sense of the first category above.
2. Click-through landing pages
This is the second most common type. Often used in e-commerce and SaaS (software as a service), click-through pages lead directly to a sale or a subscription, or more often a trial version. Their call to action is usually a simple button that redirects the visitor (for example to an app store) or completes the transaction.
The purpose of this article is to explain the classification and specifics of the term landing page in the Czech marketing context: what to imagine under each group and what the examples are. I come across all three groups and interpretations, so it is always worth clarifying what each person means by them.
