Subject: Landing Pages
Category: Inbound Marketing
It’s time for another vocabulary lesson. This time the term I am referring to is a “landing page”. It sounds pretty straight forward – but I wasn’t sure. I thought it was just another word for a company’s home page and it is in a way. Google’s search dictionary defines a landing page as a web page which serves as the entry point for a website or a particular section of a website.
That’s actually quite interesting. I never really thought about the repercussions of such a simple concept. The idea behind a landing page is so that companies can cater the content of what the user sees to that specific user. For example, if I am able to track which source a certain group of users are accessing my page from I could then alter the content on that page so that it’s more relevant to that group of users. Perhaps I could create multiple landing pages that cater towards multiple customer segments. Think about it another way. If you simply have everyone directed to your main home page, what is the likelihood that they will find the information they are looking for and that you want them to find? Depending on the product and/or service offering, those opportunities can be quite limited. Landing pages can be used as a tool to convert traffic into leads if they successfully implement the call to action many marketing campaigns seek to achieve.
#Cheers