Landing pages raise awareness for your most relevant products, services, deals or information!
In terms of online marketing a landing page, sometimes known as a lead capture page, is a single web page that appears in response to clicking on an advertisement. The landing page will usually display directed sales copy that is a logical extension of the advertisement or link.
There are two basic types of landing pages, Click Through Landing Pages and Lead Generation Landing Pages. Click-through landing pages have the goal of persuading the visitor to click through to another page. Typically used in eCommerce funnels, they are typically used to describe a product or offer in sufficient detail to warm up a visitor to the point where they are closer to making a purchasing decision.
On the other hand, a lead generation landing page seeks to persuade a visitor to complete a transaction with the goal being the sale of a product or service. If information is to be captured, the page will usually withhold information until some minimal amount of visitor information is provided, typically an email address, name and/or telephone number – enough to “capture the lead” and add the prospect to a mailing list.
Furthermore, Microsites are typically used for specialised information. Such sites may be linked to the main site or not or taken completely off a site’s server when the site is used for a temporary purpose.
With the prevalence of keyword contextual advertising, (more commonly referred to as Pay per click or PPC), microsites may be created specifically to carry such contextual advertising. Or along with a similar tactic, they’re created to specifically carry topic-specific, keyword-rich content to have search engines rank them highly when search engine users seek such content topics.
Often, microsites will be used for editorial purposes by a commercial business to add editorial value. The commercial purpose of such editorial microsites, (beyond driving product sales), may include adding value to the site’s visitors for branding purposes as well as providing editorial content and keywords allowing for greater chances of search engine inclusion.
We understand Inbound and Digital Marketing! Through years of experience, we have learned which landing page designs & microsite formats deliver the best results online.
