What is a Landing Page?

What is a Landing Page?
What is a landing page and why should I care?

What is a landing page? Better yet, what makes a great landing page? I am glad you asked! But before answering those questions, it is helpful to understand why landing pages are important and the role they play in digital advertising ROI.

What is a landing page and why should I care?
What is a landing page and why should I care?

Search Query to Ad Click through Landing Page

Effective landing pages are key to digital advertising ROI. To be effective, landing pages must deliver on the promise of an online ad that a user clicks on.

In pay per click advertising, the user experience starts with a question entered into a search engine in the form of a search query. Let’s look at a real example for internet advertising by searching on Google:

Internet advertising Google query example
Internet advertising Google search query example – What is a Landing Page?

Two relevant advertisements are returned in the Google search results for internet advertising. Now let’s drill down by looking at the 2nd ad as it’s possible that this is the best answer for us based on our query intent.

Paid Search Ad Example
Paid Search Ad Example to illustrate importance of  ad’s promise to destination landing page

After clicking the paid search ad, we are taken to the following landing page.

Landing Page Example
Landing Page Example – What is a landing page?

In the above example, the query was “internet advertising” with one of the resulting ads promising  an answer to: “How to Advertise Online and Increase Business Exposure Fast.” This ad was triggered by a Google search.

The landing page answers the question posed by the ad with: “Start here! Check to see how your business appears across the Internet.” You can see the relevance and consistency from initial search query intent, to paid search advertisement through to the landing a page. This continued relevancy will help reduce costs per click while increasing conversions/ROI.

A well-designed landing pages can make or break a digital advertising campaign by impacting the click to conversion rate and resulting ROI. Conversion rates and ROI are directly correlated. Double your conversion rate and your ROI will double. How’s that for leverage? Still think A/B testing is a waste of time?

But What the Heck is a Landing Page Again?

OK, hopefully the example clarified the importance and role of a landing page, but what the heck is a landing page again?  The remainder of this post will explain precisely what makes a great landing page is, how it is different from a home page or product page while highlighting common attributes of great landing pages.

What A GREAT Landing Page Is and Is NOT!

A landing page is simply a web page that is accessible on the Internet which is linked to from an advertisement and an offer on content page. But wait, a homepage can be linked to from an ad, but a homepage is NOT a landing page, not by a long shot!

All too often, pay per click ads fail to deliver the desired results because when the user clicks on the ad, they are taken to the advertiser’s homepage instead of a proper landing page. If you are the user clicking an ad to land on a homepage, you are think WTF?

In fact, even a product page is not a pure landing page, though a product detail page is more landing page like that a homepage. However, a product page typically lacks some of the basic features of a great landing page.

Let’s start with an understanding of how a great landing page is fundamentally different than a website’s homepage  or product pages.

The differences between a landing page and a homepage or product pages include:

  1. A landing page is a standalone web page that a visitor arrives on after clicking a digital advertisement or offer on a content page (see CTA Button example below)
  2. Typically there won’t be any navigation links and there will be only one, maybe two very specific Calls To Action (CTA).

Additional Key Attributes of Successful Landing Pages

  1. A great landing page will naturally include relevant images and/or videos and a killer primary headline, always located above the fold.
  2. Include a company’s Unique Sales Points (USPs).

Above the fold means positioned in the upper half of your landing page so it’s visible without a visitor having to scroll down the page.

Like blog post headlines or email subject lines, an intriguing headline is pivotal in convincing your visitors to read and engage with the rest of your landing page. Make sure that your headline is truly attention grabbing!

Great landing pages will always share a company’s USPs. Your USPs should make up the majority of copy or the words on your landing page and answer this question: “why should I buy from you?”

Trust Indicators

Great landing pages use trust indicators. Trust indicators establish your credibility with visitors.

Trust indicators could be statistical evidence, the logos of notable companies that are your clients (sometimes called customer badges), glowing, detailed customer testimonials, third-party trust seals, and a solid, prominent privacy policy.

Below is an example of a third-party trust indicator from our website that links to our BBB profile:

eBiz ROI, Inc. BBB Business Review

What is a CTA Button?

A CTA (Call To Action) button is appropriately named because it encourages the user to take the action you intend on your landing page.

CTA Call To Action Example from Hubspot
Download CTA from Hubspot for CTA Design Guide

The All Important Lead Capture Form

The CTA button get’s the click that delivers possible conversions and captures on the landing page. The lead capture form is used to capture the the visitors relevant information once they arrive. The most important component of a landing page is the lead capture form.

HubSpot lead capture form example – What is a Landing Page?

In fact, according to the marketing automation experts at HubSpot, lead capture forms should ask questions that bucket your contacts into buyer personas. This allows you to target those personas and provide content relevant to their specific needs.

Explainer Video: What is a Landing Page?

In the video below, you’re going to get a good look at what you need to include on your landing pages in order for them to deliver more conversions. Many of the points already made will be reinforced.

Marketing Evangelist Jamarie of Instapage covers everything from imagery to killer headlines to testimonials and irresistible calls-to-action.

When it comes increasing your digital advertising ROI, conversions are the name of the game. Of course, there are some landing pages that perform better than others. There’s a reason for that and it’s because the ones that convert, compel users to act deliver the most value/ROI.

Need Help with Developing Your Landing Pages?

If your digital ad campaigns are delivering subpar results, it could be due to issues with where you are sending users after they click your ad. Fill out the form below if you would like to be contacted by an eBiz ROI advertising specialist who can review your landing page strategy and help optimize it for results/ROI.


Rick Noel is an experienced digital marketer enabling businesses and organizations to grow through the Internet, while maximizing marketing ROI (Return On Investment). Rick is the CEO and Co-Founder of eBiz ROI, Inc., a full-service digital marketing agency located in Ballston Lake, NY.

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