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Whether your objective is to generate sales, drive leads or gather vital customer information, a great landing page can play a crucial role in achieving these goals.

Landing pages are where visitors arrive after clicking on an advert, a link in your email or other online sources. They serve specific purposes in your marketing strategy, focused on driving converting traffic.


What's a landing page?

Landing pages are locations on your website where you direct traffic intending to convert, be that a newsletter sign-up, purchase or registration.

A landing page plays a crucial role in capturing the attention of potential customers about a specific offering. They’re intended to give targeted content with call-to-actions (CTAs) that encourage users to act.

The benefits of a landing page:

  • Increasing conversions and generating leads.
  • Giving your target audience information about your product or service.
  • Growing your email subscriber list.
  • Measuring metrics based on your business goals.
  • Increasing traffic to your website.
  • Reinforcing your brand and boosting credibility.


Landing pages vs homepages

Many brands use their homepage as a landing page for some marketing activity, but landing pages and homepages can serve different purposes in your marketing strategy, and sometimes a specific landing page built solely for one purpose is more effective.

When it comes to converting, landing pages are an ideal choice. They have a limited number of links, focused CTA and are aimed at a particular audience. They're primarily geared towards driving conversions.
Your homepage, on the other hand, also serves as the main entry point to your site. Here, you might provide a broad overview of your brand, offerings and navigation options. Your homepage can also include multiple links encouraging users to explore your website. Whether or not you should use your homepage as a landing page for a particular marketing campaign depends on the set-up of your homepage and whether it meets your campaign objectives.

Driving traffic to your landing page


There are many methods to steer potential customers to landing pages, including:

  • Paid search – running advertising through search engines can help drive relevant visitors to your landing pages. Pay-per-click (PPC) advertising , in particular, allows you to display targeted ads to users who are actively searching for keywords related to your content.
  • Paid social – social media advertising can help drive relevant visitors to your landing pages.
  • Email – if you have an email list or a subscriber base, you can send newsletters with appealing content or exclusive offers that link to your landing pages.
  • Organic search – increase traffic to your landing page through content optimisations, such as relevant keyword placements.


Do you use landing pages? How did you find setting them up?


We've also published a blog on different types of landing pages and how to create one, check it out if you’re interested in setting up landing pages for your business.