A landing page is a specially designed website that appears after a mouse click on an advertising medium or after a click on an entry in a search engine. This landing page is optimized for the advertiser and its target group. This is mainly used in online marketing.
A landing page focuses on a specific offer that is presented without distraction. An essential element is the integration of a response element (e.g. inquiry form, link to the webshop or call-back button) that ensures easy interaction with the visitor.
Landing pages are not to be confused with doorway pages, whose intention is not direct advertising, but which mainly serve the purposes of search engine optimization and the “reception” of users.
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Potentially, every page of a web presence captured by a search engine is a landing page. So is this webpage you are reading right now.
For this reason, each page of a website should be structured in such a way that it always presents clearly structured, thematically delineated information that corresponds to the search terms of the page, which is supplemented by links to other subpages. In online marketing, landing pages are therefore used as a means of search engine optimization (SEO).
Characteristics of a Landing Page
- Each landing page should correspond to the user’s expectations from the search terms or .dem advertising context (expectation compliance). Landing pages should contain (almost) only the information that is necessary to display information according to the search query or to reflect the content of the advertising material.
- The purpose of the landing page is to create and maintain the user’s trust in the content or brand presented.
- Landing pages are only viewed by the user for a short time to make a decision. Experience has shown that if the landing page has not communicated the distinguishing features of the information or goods presented within these five to ten seconds, the page will be left again.
- Landing pages are designed to entice the user to take action. A prominent reference to the purpose of the site (buying, collaborating) should not be missing. This can be the generation of so-called qualified leads: For this purpose, visitors to the landing page must express their (non-binding) interest (in a service and/or in a product) by entering their name and e-mail address in a form provided for this purpose. One such request to interact on a website is called a “call-to-action”.
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