What is a Landing Page?

By Todd BertschNov 09, 2012

Todd Bertsch, President and Owner of Evolve Marketing, explains what a landing page is and why and when you should use one. He'll explain the benefits of a custom landing page and review some tips and best practices to consider when having one designed. By the end of this video, you'll have enough information to decide if you should invest in a landing page for your paid marketing campaigns. If you have any questions or feedback please leave a comment below.

In this video, we're going to be talking about what is a landing page. In the digital marketing world we consider a landing page to be a single webpage. This is a webpage that somebody lands on when they click on any type of online paid marketing. For instance, let's say you are on Google and you do a search for men's watches, and you click on a pay-per-click ad, and then you land to a new page that we would consider to be a landing page.

Now, you could take that visitor to an e-commerce page and take them to the product detail page. Certainly, don't take them to the homepage. But, if there's an opportunity for you both with budget and staffing to create a customized landing page, something that you can really devote and target, and focus on, then certainly, we would highly recommend that.

So, when should you use a landing page? Well, there are a number of ways that you can utilize this. Paid marketing, as we talked about, with Google you can buy your way to the top through pay-per-click, through their AdWords. You might be doing some email marketing to your constituents. 

So let's say that you have a whitepaper that you want people to download, so you're going to send out a specific e-blast with a specific message to a targeted group. So you send that out. Now, why not take them to a very targeted landing page that's totally specific to that blast that you just sent out? 

There might be some other areas too where you might take advantage of a landing page. But primarily anything that you're doing paid online marketing you certainly want to take advantage of that. Now, why should you use this? Well, quite simply, from an ROI perspective you're going to have a really great chance of converting people through a customized landing page versus just sending them to the homepage.

So let's go back to our example, men's watches. I do a search for men's watches, and I've seen people do this. I click on the ad, and then I land on the homepage. Well, the homepage, let's say it's Macy's. I'm not picking on Macy's. I don't know if they're doing this or not. But, they take me to the homepage. Well, you know Macy's. They're selling handbags, watches, belts, men's, women's, and purses. Well, hey, I just searched for men's watches, right? So, I want to go to that particular page. Well, that's where a customized landing page really comes in. 

I can take them to a page that's customized, focused, simple, and has one or two calls to action. What do I want these people to do? Do I want them to buy? Do I want them to fill out a contact form so I can get a qualified lead? Do I want them to sign up for an e-newsletter, or download a whitepaper? There are a number of different things that you can do. 

So, ROI, you're going to have a better chance of a higher ROI. Relevancy, absolutely, and just like we were talking about, how relevant is it to send somebody from a "men's watch" search where I'm buying those keywords in Google, and send them to the homepage? Or sending them to just watches in general? 

I ask for, I'm searching for, I'm telling you what I want. I want men's watches, so give that to me. With a customized landing page that's all about men's watches, very simple, brand, I've got my logo here, maybe a nice great photo of a men's watch, a couple lines of text explaining that watch, and then a huge call to action, "Buy now", "20% off", "Thanksgiving Day sale," whatever the case may be. Boom, you're done. You're converting those people. So, high relevancy which in turn is going to be a great user experience.

This is what Google is all about. They're serving up better results both in organic and paid. They're all about creating the best user experience and that's what we focus on here at Evolve too with web design. It's all about a great user experience.

So, a landing page, you're going to get great return on your investment. You're going to send out something that's going to be highly relevant, that's going to be usable, which in turn is going to make happy customers. We know happy customers turn into buyers and everybody loves that, right? So, that's what a landing page really is all about.

Evolve Marketing - Akron, OH Digital Marketing Agency
Developing strategies. Designing experiences.

Driving growth.