What is the 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).

Types of Landing Pages

You’ll see a lot of variation out there in the market, depending on the specifics of the business, but there is really two archetypal landing page:

Lead Generation Landing Pages: Also called “lead gen” or “lead capture” pages, these use a form as their call to action. This form almost always collects lead data, like the names and email addresses of visitors.

B2B marketers and companies selling high-ticket items use this type of landing page to build a list of prospective customers. They sometimes offering something free, like an ebook or webinar, in exchange for contact info. Ecommerce brands can also use these pages for list-building, or offering free shipping or special deals, too.

Clickthrough Landing Pages: Frequently used by e-commerce and SaaS (software-as-a-service) marketers, clickthrough pages go straight for sales or subscription. Usually, they have a simple button as the call to action that sends the visitor into the checkout flow or completes a transaction.