What Is a Landing Page, And How And When Should It Be Created?

A landing page is an easy webpage that allows people to take action. This action can be anything — purchase something, sign up, or download a brochure. It is not your website’s homepage. It is a page with one goal only.

When someone clicks on ads from Google Ad, Facebook Ad, or a link from an email, they are generally directed to a landing page. This page presents exactly what the user was looking for and instructs them on what to do next. This is the primary goal of a landing page in SEM (Search Engine Marketing) — converting visitors to leads or customers.

Landing Page vs Website: What’s the Difference?

A landing page and a website are often confused by a lot of people. They are not the same. 

A website contains several pages, for example, Home, About, Services, Contact, etc. It is used to convey everything about your business. 

A landing page is one page with a single purpose. It is used to promote one offer or one service. There are no links, no menus, no distractions.  

This is why the landing page vs website is a common question everywhere. If you want to give general information, use a website. If you want the visitor to do something specific, book a demo or sign up, then create a landing page, end of story.

When Should You Create a Landing Page?

You should make a landing page in the following situations:

• When running ads on Google, Facebook, or Instagram
• When promoting a special offer or discount
• When launching a new product or service
• When collecting emails or contact information
• When inviting people to an event or webinar

Whenever you would like someone to take a particular action, a landing page will drive better results. 

Why Is a Landing Page Important?

The essence of a landing page is that it provides no distractions to visitors. Unlike a website, the visitor is not distracted by too many options.

A landing page:

• Gives one clear message
• Has one goal (like “Buy Now” or “Sign Up”)
• Improves ad results
• Helps increase sales or leads
• Makes it easier to measure success

When spending money on ads, why squander that money by directing users to your homepage? Create a landing page that correlates with the ad and allows users to take immediate action.

What Makes a Good Landing Page Design?

The design of the landing page should be simple, organized, and mobile responsive. The main components are:

• A strong headline
• A short description of the offer
• A call-to-action button (like “Get Offer Now”)
• An image or video showing the product or service
• A form to collect name, email, or phone number
• Customer reviews or trust badges

Keep it concise. No long text if you can avoid it. It is all about enabling the user to act.

Should You Use Landing Page Templates?

Especially if you’re just getting started, pre-made landing page templates are available from many tools, including Unbounce, Instapage, and WordPress, from which you can edit the text, images, and colors to suit your brand.   

These templates have at least been tested and usually follow best practice principles. If you require something more customised, you can also have a landing page design created from scratch.

Landing Page Examples

Some real-life landing page examples include:

• A free eBook download page
• A course registration page
• A product discount offer page
• A real estate inquiry page
• A gym membership form page

All these landing pages focus on one thing, and that’s why they work.

Final Words

You now know what is a landing page. It is a way to create better online marketing results. When building a landing page, you need to put together one key message and one specific goal. A clean landing page design is simple for users to understand and simple for them to execute. 

Whether you use landing page templates or create your own, your landing page should be clean, fast, and focused. 

Do not send users to a full website when a simple landing page is going to get the job done better.