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The Marketing Glossary

Landing Page

| ˈlan-diŋ ˈpāj |

What is a landing page?

A landing page is any page on a website that a visitor can arrive at, or “land” on. But when considering the term within the context of marketing, a landing page is a page that is built distinctly from the rest of your website and designed with a specific purpose in mind, either to generate leads or to persuade the visitor to “click through” to another page.

What are the different types of landing pages?

The goal of a click through landing page is to motivate the user to click on to another page. Usually used in e-commerce situations, they “warm up” a visitor to a potential purchasing decision. Then the user “clicks through” to a shopping cart or similar page to actually make that purchase. They increase conversion rates because users are more educated about their decision.

Lead generation landing pages are used to capture user information. Say you have an ebook you want users to download. On a blog post, there is a button to download the ebook. When users click on it, it takes them to a landing page with a form where they input their name, email, and any other information that is relevant to your business and its marketing goals. That is a lead generation landing page.