The term “landing page” is broadly used to describe any web page designed to greet visitors to a web site from that are directed from a specific kind of place elsewhere on the internet. Landing pages are commonly used in marketing campaigns.
For instance, a new publishing company wants to advertise its web site to authors by putting banner ads on other sites that cater to writers. Instead of having the banners link directly to the publisher’s home page, they instead are linked to a landing page which is specially designed for authors. The hope is that the landing page will be more effective in informing and attracting writers than the home page.
A landing page has several uses:
- It can provide information for specific groups of people brought in by targeted marketing campaigns
- It can encourage visitors to provide their contact information, like names and e-mail addresses
- It can explain why people should explore the rest of the web site, and provide links to especially interesting parts
- Statistics and information gathered about the volume and characteristics of visitors to a landing page can be used to judge the effectiveness of advertising campaigns and provide useful data for future use
Like all other pages on a web site, landing pages should be search engine optimized to increase traffic and make visitors more willing to explore further and spend more time there.
For more about landing pages, try http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=47884