As you build and implement marketing campaigns for your organization, a conversation about landing pages has certainly come up. Depending on whether you are talking to a Graphic Designer, a CEO, or Marketing Director you’ll hear different opinions about what a landing page is, but more importantly how and when they should be used.
Our goal here is to explore the types of landing pages and when they should be used.
In its purest sense, a landing page is a web page that a visitor can “land” on.
Most controversy and confusion involving landing pages revolves around their design or use. We’ll explore some of these considerations here.
The type of landing page you use depends entirely on the campaign you’re running and the goal of that campaign. This is where the two types of landing pages, “SEO Focused” and “Conversion Focused”, come into play.
Although their names imply a lot, let’s put some loose constraints on them.
To be clear, both types of landing pages should attempt to convert visitors.
As previously stated, the primary goal of a conversion focused landing page is to convert. A conversion focused landing page has the following qualities:
SEO focused landing pages are devoted to providing general information that supports the landing page’s ranking within SERPs. Their primary goal is traffic and exposure. SEO focused landing pages should still be concerned with conversion rate.
When building marketing campaigns for your company, the question you shouldn’t be asking is “should I be using landing pages?”. That answer is “Yes”.
You should be asking “what are my goals?” and “what type of landing page will help me achieve that goal?”.
Understanding the key differences between the types of landing pages will lead to marketing success through increased lead generation and awareness of your business!
Start using landing pages today!
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