What Is a Landing page?
In digital marketing, a landing page is a standalone web page, created specifically for a marketing or advertising campaign. It’s where a visitor “lands” after they click on a link in an email, or ads from Google, Bing, YouTube, Facebook, Instagram, Twitter, or similar places on the web.
Unlike web pages, which typically have many goals and encourage exploration, landing pages are designed with a single focus or goal, known as a call to action (or CTA, for short).
It’s this focus that makes landing pages the best option for increasing the conversion rates of your marketing campaigns and lowering your cost of acquiring a lead or sale.
The Key Difference Between a Homepage and a Landing Page
While the homepage has dozens of potential distractions—the landing page is super focused.
Having fewer links on your landing page increases conversions, as there are fewer tantalizing clickables that’ll carry visitors away from the call to action. That’s why expert marketers always use a dedicated landing page as the destination of their traffic.
The landing page for this customer serves a completely different purpose. Paired with super slick ads that promote a single offer, everything about it works hard to turn these visitors into customers. It’s doing a better job to convert the traffic the brand’s already getting. That’s the power of landing pages!
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The purpose of the audit is to identify as many foundational issues affecting organic search performance as possible