What Is A Landing Page and Why Do You Need One?

A landing page is exactly what it says...a page where a prospect or interested party lands online – a Destination URL. They almost always include a lead capture form or an ecommerce back end.

There are several types of landing pages:

  • Lead Generation – used to capture data such as email, name and phone number so that you can follow up with prospects at a later date. In return, you should offer the customer something of value such as a guide, coupon, access to video or other desired content.
  • Product and Service Launch – used to build a pre-launch buzz and recruit beta testers or build a large “following” so that you can re-market to them in the future.
  • Reference – present relevant information to the user (often can become transactional).
  • Transactional – persuades a visitor to complete a specific transaction. 

Landing Pages are often tied to Google AdWords campaigns, Press Releases, Social Marketing, Tweets, and Blog posts to raise awareness and drive traffic. The message it presents, combined with the imagery and strategy behind the offer, will determine the landing page’s success. For this reason, the design and messaging of your landing page is essential. Take a look at the heat map below for insight into how visitors' eyes drift around landing pages. Oddly close to a Search Engine Results Page (SERP), right?

Why do you need a Landing Page Design & Template?

Almost everything a business or organization does is about provoking an action. This action could be making a donation, signing up for a membership, making a purchase, requesting a quote, requesting a meeting, signing up for an email newsletter, or downloading a guide. If you are not using landing pages and interactive forms to encourage these actions, you are missing an incredible opportunity to attract, promote and capture leads.

Landing Pages can be designed to promote a specific event, offer, sale or even encourage a simple engagement action. They can be tied to online advertising campaigns, social networks, search results, blogs, or even reference sites. They are quickly becoming one of the most powerful marketing and conversion tools used today.

Our Landing Page Design Services

ImageWorks offers both custom-designed landing pages and pre-designed landing page templates that can be customized to match your brand image. These are typically created within our CMS environment where an unlimited number of landing pages can be created once we have uploaded your design template and activated the module. Landing page designs can be very simple or very complex, and can include creative services such as persuasive copywriting, visual direction and advertising strategy. To learn more about these creative services and how to use your landing pages after they are designed and coded, click here.

Sample Landing Pages



So what should you do next?

Discuss landing pages and online marketing with ImageWorks

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