In online and digital marketing, a landing page or sometimes known as a "lead capture page", "static page", or a "destination page", is a standalone web page created specifically for marketing, advertising and any other type of campaigns. 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.
The major reason why companies, websites and many more uses landing page is because it helps them in promoting their new campaigns or product, generating more audience to their webpage and closing more sales. A landing page can be designed to meet a specific target and because of that, it is so powerful and useful for businesses to grow.
Having a landing page on a website helps and improves customers in making a decision to take an action. This action taken by customers are what we call conversions. Due to the simplicity and the straight forward approach of these landing pages, it creates a clear and easy path as possible for them to execute the action
Information and knowledge is power. Landing pages can provide information on which channels are bringing the most leads or what are the topics and offers that trigger the most interest. Landing pages track user’s behaviours and is able to produce valuable insights for future use.
Landing pages can also improve brand awareness with consistent branding. By enhancing the consistency of your brands throughout multiple platforms with the landing page, it gives users more opportunities for them to recognise and remember your brand. After all, customers prefer to purchase products or use services from brands that they are familiar with.