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Landing Page
A landing page is the page on which a website visitor arrives, often after clicking on a search engine result or pay-per-click advert.
Although the most popular landing page of many websites is the homepage, any page on a site can be a landing page. If users arrive via a search engine looking for particular content on the site, they are likely to enter the site on a landing page within the site.
Specially designed landing pages are particularly useful for advertising campaigns and are commonly used in conjunction with banner or pay-per-click advertising. Landings pages that are developed to closely correspond to the message given in the advert are proven to convert visitors far more effectively than generic landing pages (e.g. the homepage).
In addition to aiding the coherency of a campaign, landing pages can also increase visitor conversion rates by reducing non-essential, distracting elements from a page. For example, a landing page might reduce or eliminate the website's standard navigation menu and remove mentions of unrelated products or services.
To increase the relevance of the advertising it carries (which improves both visitor experience and advertiser returns), Google AdWords assigns landing pages with a quality score. Advertising campaigns with a higher quality score appear higher up in the listings and will attract more clicks, helping filter out advertisers whose landing pages are spammy or irrelevant to the keywords specified.
The best landing pages carry a clear, easy to understand message and an obvious, compelling call to action that encourages visitors to take a desired action, e.g. complete a contact form or buy a product.
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