What is a Landing Page?
A Landing Page sometimes known as a Lead Capture Page, is a web page that is designed around a specific advertising campaign. Typically Landing Pages are used for Pay Per Click (PPC) ad campaigns but can also be used for television, radio, and print advertising.
With an online PPC campaign, a Landing Page is what appears once the visitor has clicked on the ad. The resulting page features content related to the ad and is designed in such a way as to further capture the visitor and turn them into a customer.
In other media such as radio, television, and print, a Landing Page is shown when a person visits a specific URL. For example a television ad may direct the visitor to go to http://SiteName.com/tv. As a result, the Landing Page will appear with content related to the ad the person just saw on television.
Additionally Landing Pages can also help track the amount of response a business has received from an ad campaign simply by looking at the visitors to the specific landing page.
When Should I Use a Landing Page?
Landing Pages should be used when:
- Directing visitors to a page for a Pay Per Click (PPC) ad;
- Directing visitors to a page for a special promotion advertised on a website, television, radio, or print material.
- Directing a visitor to a page from a QR code.
When Should I Not Use a Landing Page?
It is inappropriate to use a Landing Page for:
- Search Engine Optimization;
- Creating Doorway, Gateway or Portal Pages and calling them Landing Pages;
- If you are trying to have the Landing Page indexed within a search engine (organic indexing).
