What is a landing page?
A landing page is simply another URL on a website or platform that people land on after clicking through from another part of the internet.
A landing page could be a page on your website that you direct people to after they click on your ads, sales pages, and internal links. Landing pages can also be used to receive visitors from other websites, affiliate links, and social media posts.
There is plenty of overlap between a landing page and a sales page or a product page. The definition is quite fluid but just know that any page on the internet can be considered a landing page.
The most common use for these kinds of pages is to inform visitors about a product or service. The pages are often stripped-down versions of your website with no menu, sidebar, or extraneous information. The landing page is there for one purpose only and anything not related to the topic or goal is discarded.
Here’s an example of a landing page: SEO Audit
As you can see, there’s no menu, sidebar or anything else apart from information about the SEO audit service.
What are the different types of landing pages?
There are many different ways to use this kind of page on your website.
1. Lead capture – Used to gather email addresses, contact details, or Facebook messenger contacts. The most common use is email address lead capture.
2. Thank You Page – After a visitor gives you their email address, fills out a form, or buys a product, it’s a good idea to send them to a thank you page. Here you can direct them to useful information about your product or service. You can give them links to other products or social media accounts. You can also use the Thank You page to trigger an advertising pixel (Facebook, Google Ads, etc). Knowing which users on the ad networks have already converted to customers or email list subscribers saves you from advertising to them.
3. Product Page – Any WooCommerce (or otherwise) product page can be used as a landing page directly.
What’s the difference between a landing page and a product page?
The first thing to know is that they can be the same thing. If you want to create a hyper-focussed copywritten sales page to sell a product but you don’t want to make changes to your product pages (in case you negatively affect conversions or rankings in Google), a landing page can be used as a standalone page to promote the product.
Landing pages for product launches are a good idea because they focus more on things like scarcity, newness, and powerful copywriting as well as striking imagery.
With many e-commerce product pages or service page software, it can be hard to create visually dazzling offers. The fixed layout might not suit the copywriting that will sell your product.
Landing pages can also be used to presell products before launch or gather email addresses before the product page is published.
If you sell a course and would like to pre-sell the page outside of your course platform (online course platforms do not generally offer high-quality landing pages), this is the perfect opportunity to create a course sales page that converts customers.
How do I create a landing page?
The SEO Audit landing page mentioned above is a simple WordPress “page” (as opposed to a “post”) built with Elementor.
Elementor is great for designing visual landing pages but it’s not necessary to use fancy software. If you have a compelling offer and good copywriting skills, a plain text page with some regular formatting and imagery will work fine.
Most basic WordPress themes have a simple landing page template that strips away the menu and sidebar. This is suitable if you don’t need fancy design or layouts.
What about landing page SEO?
This is an important point. Optimizing your page for SEO depends on whether you would like the page to be found on Google. If so, you would allow Google to index the page. If the landing page is optimised for Google Search, you might get traffic from people searching for your product or service.
Optimise a landing page for SEO as you would any other page. Make sure the topic is clear, you are answering a commonly asked question, and the page is technically sound (no huge images, irrelevant information, broken links, etc)
In many cases, however, we might not want to optimise for SEO and we would instruct Google to not index our page. Why would we do this? There are several reasons. Here are a few:
- The content might be timely and only relevant at a specific time of year or for a once-off event.
- You might have a product page or homepage with very similar information and you don’t want to duplicate your content or risk keyword cannibalisation
- You don’t want people to find a special offer that is only available to visitors through certain channels.
Landing page vs splash page
The former is a standalone page on your site (or on 3rd party software). A splash page is a type of overlay or popup that takes over the screen and covers the content on your website in order to inform or convert a visitor.
Keith is the founder of Fat Frog Media. He has worked in the tech, fitness, food, and hospitality industries. Keith helps businesses improve their marketing and conversion rates.