What is a landing page?
A landing page is a webpage designed with one very specific purpose: to get visitors to complete a desired action, also known as a conversion. Landing pages are often used in conjunction with advertising and marketing campaigns, where they create a direct path to achieving campaign goals such as sales, sign-ups or downloads.
They can be used across many different digital channels, including Google Ads, SEO, paid social and email marketing.
How are landing pages used across different channels and campaigns?
- Google Ads: Landing pages are particularly effective when used in conjunction with paid ads like Google Ads. When users click on an ad, they are taken to a dedicated landing page created to meet their expectations, precisely as presented in the ad. This ensures a high degree of relevance and increases the chances of conversions, while also improving your quality score and reducing cost per click.
- SEO: Landing pages can also be optimised for organic traffic through SEO. By targeting specific keywords and search intents, landing pages can achieve higher rankings in search results and attract free traffic. This method requires thorough optimisation of content, meta tags and technical SEO to ensure the landing page is relevant and visible to search engines.
- Paid social: In paid social campaigns, such as Facebook Ads or Instagram Ads, landing pages work in the same way as in Google Ads. The user clicks on an ad and lands on a page optimised for conversion. Landing pages for social media are often visually appealing and designed to engage users quickly with clearly defined calls to action.
- Email marketing: Emails containing campaign content, offers or sign-up invitations can also direct users to a specific landing page. Email marketing is particularly effective because it reaches an audience that has already expressed interest. The landing page following a campaign email is typically built to quickly get the user to complete an action, such as a purchase or sign-up.
Benefits of landing pages in marketing campaigns
- Higher conversion rate: A landing page focuses on a single goal only, meaning fewer distractions for the user and a higher likelihood of them completing the desired action.
- Relevance for the user: Whether traffic comes from Google Ads, SEO, paid social or email marketing, landing pages are tailored to match users' expectations and their click. This ensures a better user experience and higher engagement.
- Improved quality score: In Google Ads, a landing page closely related to the ad will improve your quality score, which can reduce click costs and improve ad placements.
AB testing and optimisation of landing pages
One of the most effective methods for improving conversions on landing pages is to carry out AB tests. This involves testing different versions of your landing page – with different headlines, images or calls to action – to find out which version performs best. This can be applied across all channels, whether Google Ads, SEO or email marketing, and is a central part of CRO (Conversion Rate Optimization).
Do you need help creating or optimising your landing pages for better conversions? Fill in the form below, or call us on 30 12 42 72 for a no-obligation chat about how we can help you maximise the impact of your campaigns.
