The most commonly used landing page is the general company website, which may well be the least appropriate.
When a prospect responds to a pay-per-click ad, an e-mail, a potsal mailer or an ad, what will she see? If the page logically continues the thought that drove her there and guides her to your intended action, you have a successful campaign. If there is a disconnect, or the prospect has to struggle to find what she wants, there will almost always be a sharp degradation in response.
Getting prospects to come is expensive, regardless of the lead generation methods you employ. You don't want to spend money to attract prospects via pay-per-click or outbound e-mail or postal mail, and blow it on the back end. For this reason, sophisticated marketers make extensive use of specialized landing pages or mini-sites that are optimized to achieve the result they want for a specific campaign.
Landing pages are different than website pages
Like racecars, landing pages are specialized, lightweight pages optimized for a specific purpose -- lead generation. They should be precisely focused on the subject of each ad, and it should be easy and inexpensive to create multiple variations to match each of the themes of your campaign. Ideally, each ad will have its own landing page, but that is not always required.
All landing pages are not equal
While all landing pages have certain elements in common, they will not all be constructed in the same way. For example, landing pages for a pay-per-click (PPC) campaign should generally include long copy, pictures and possibly a video. The prospect has seen at most a 95 character text ad, and therefore probably knows little about what you have to offer, and your competition is just a click away on the next ad down.
Landing pages for postal and e-mail campaigns typically include far less copy than for a PPC campaign, since a great deal of promotional copy may be included in the outbound e-mail or mailpiece, and you don't have 10 competitors with ads right next to yours.
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