What Landing Page is ?
Landing page or Homepage. No matter how you call it, is the first place were visitors meet our web site. In basic, when visitor access on our web site, the first page he sees is our Landing Page.
The landing page may be first main website page, or may be a stand-alone web page specially tailored for some campaign to receive traffic from some source.
If we specify, this landing page it is not just pretty picture, but very optimized for the purpose is created. For example we are in campaign to collect leads for insurance company. In this case we need to receive traffic visitors interested for insurance, we need to make them to fill some form and then we need to export those leads to our partner.
Do we need to pay so much attention on landing pages and important conversion ways instead of optimizing the whole website?
The main point of Landing Page is to get visitors attention. To make them stay more on our site. To make them to initiate some action. For example we are giving a free tutorial in pdf but we need their email address, for that we will ask them for action to insert their email address for exchange of free tutorial.
For that reason landing pages should be very organized and optimized.
Landing Page Types
Main Site Landing Page
These are landing pages that we meet most of the time. They are part of our main web site. This can be our home page, blog page or top organic search page.
In many cases there is no much important landing page than web site homepage. The main page or homepage gets traffic from many resources.
These resources include people who search our main URL on search engines, sources from our RSS export file, from visitors that come from social networks like facebook fan page or from different offline campaigns.
Microsite Landing Page
These landing pages in many situations are part of some micosite or micro blog designed with special purpose, for some niche, f or separated campaign or for some targeted audience. For example it is a microsite that has just product catalog for e-commerce. This Microsite can be part of our main website or third-party website. Example for third-party microsites is facebook and our fan page or twitter profile page.
A microsite usually has one or more call-to-action functions like to purchase something, to ask something or to gather some information.
What ever happens on that Microsite or microsite landing page is done to redirects or funnel visitors to our main website or to make the action that we expecting from visitors at the present moment.
These microsites usually have a few pages to provide information for visitors to understand for what this page is, who owns, is there a website with more info, location and working hours and etc.
If we are analyzing facebook as a microsite we may see that we can provide a variety of information’s for our visitors and all that for free. We can easily make product catalog for our e-commerce or to make working hours table for our haircut saloon. Also the mentioned microsite can provide us with very good analytical tools that can help us understand our visitors.
Beside every thing, these microsites are very far to replace landing pages on our web sites.
In some situations microsites can make troubles. For example if you have new website and you post some article with some keyword and in the same time you post another article with same keyword on microsite with High Rank, article from microsite will over pass you because of the strength of that microsite.
Another issue with microsites is duplicate content that can harm you SEO rankings. So you must be careful about those things.What Landing Page is?
Stand-alone Landing Page
these landing pages are well designed for the purpose of marketing campaigns and in many situations have high level of conversion. Stand-alone landing pages are tailored for some product or service and are asking visitor to do action such buying or providing some information like email address. When these actions happened then we have conversion.
They are more focus oriented pages than microsites or microsite landing pages. This is because they are clear, with single call-to-action. Single products or services are great for stand-alone landing pages.
If the desired action is not taken, standalone landing pages may employ an exit pop-up window with a secondary desired action, or a repeat of the original call-to-action. Many products and services have been successfully sold with the online equivalent of a direct-mail sales letter. Therefore, targeted paid advertising is mostly the main path of attracting visitors and traffic to them. Their lifespan is limited or ranged for the time of campaign is on.