Technically, a landing page is any webpage that someone lands on after clicking an online marketing call-to-action. But we need a more focused definition here.
As a marketer, it’s important for you to get the best bang for your buck and ensure that as much traffic hitting your landing pages actually converts. So for our purposes, we’re going to define a landing page as a dedicated, campaign-specific webpage that drives your visitors to complete a single marketing goal or call to action.
By dedicated, we mean that the page has (virtually) no ties to your website, and serves only one purpose: getting your visitors to convert through a single call to action.
By campaign-specific, we mean that for each initiative or marketing campaign you run, you should have a tailored page just for that campaign. One ebook? One landing page. Two promotions? Two landing pages.
If you compare your homepage to a landing page, you’ll see why landing pages are so important to the success of your campaigns.
Your homepage is designed with a more general purpose in mind. It’s your Brand Central Station. It speaks to your overall brand and corporate values and is typically loaded with links and navigation to other areas of your site. It’s designed to encourage exploration.