Landing Pages

A landing page is a standalone web page, created specifically for a marketing or advertising campaign. It’s where a visitor “lands” after they click on a link in an email, or ads from Google, Bing, YouTube, Facebook, Instagram, Twitter, or similar places on the web.

landing pages

How Do Landing Pages Work?

  • A person sees a call to action and ends up on a landing page with a some form of contact.
  • The person fills out a form, which converts them from a visitor into a lead.
  • The information from the form fields is then stored in your leads database.
  • You market to the contact or lead based on what you know about them.


A landing page is like an old-school pamphlet or flyer. It is a single-page marketing website and can also be a standalone page in an existing website. It can easily make a sale or direct a prospective customer where you want them to go.

Landing Page Tips

Your job isn’t over once the landing page is complete. In fact, it has just begun. You need to get people to view your landing page, otherwise, what was the point of creating it? Here are some great ideas of what you should be doing:

  • CTA: (Call To Action), are a great way to promote landing page content.
  • Email: Email is a great way to promote your landing page. Send a promo email to a targeted list as opposed to an entire email database.
  • Social Media: As you’re probably aware, social is a great tool for spreading the word about your content. Don’t promote on a Facebook page just because everybody else is doing it—think about whether your personas are avid Facebook users. If not, you should probably look elsewhere.
  • Contacts: If you have one landing page that is performing extremely well, re-promote that content and see if you can get an increase in contacts from that.
landing page tips

How Effective are Landing Pages?

A recent survey on the effectiveness of landing pages highlighted interesting statistics. 68.2% of landing pages contained more than five call-to-action links, even though it resulted in only 10.5% conversions. On the other hand, landing pages with only one call to action resulted in 13.5% conversions.

When Do You Need A Landing Page?

Landing pages convert more traffic because they are focused on one goal or call to action by providing information about a specific offer or item.

There are instances where a landing page is the most effective choice to drive sales or capture leads. An event promotion should be featured on your brand’s website, where it will be found by existing customers, using a dedicated landing page, with a call to action, will draw customers interested only in that event.



Some people may wonder why they should bother with landing pages when the primary objective is to drive visitors to their homepage? The simple answer is, that while getting traffic on your home page is undoubtedly a good thing, it is less likely to result in a conversion than a landing page.

A good landing page has only one objective: prompting visitors to do the one action you want them to do and convert. This is why many landing pages don’t have menus or a ton of external links – you want your visitor to complete the call to action, not navigate away or get distracted.

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