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A ‘landing page’ is any page that you send someone to from an ad or any type of outbound communication. The most commonly used landing page is the general company website, and for most advertising and lead generation programs, the least effective.
When a prospect responds to a pay-per-click ad, an e-mail, a postal 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 are likely to have a successful campaign. If the prospect has to struggle to find what she wants, there will almost always be a sharp degradation in response.
Getting prospects to arrive at your landing page is almost always expensive, regardless of the lead generation methods you employ. You don’t want to spend money to attract prospects, and then 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 each campaign.
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.
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 mail piece, and you don’t have 10 competitors with ads right next to yours.