Not all landing pages follow the same framework. The layout and overall intention of a landing page can depend entirely on your business, your unique marketing campaign and of course, the target audience you wish to reach. The following are five very different types of landing page, each with their own unique approach to driving web traffic.
Click through landing page
A click through page is the most basic form of landing page, typically simple in its layout and intentions. As described, a click through page is designed in such a way that will tempt web users to click through to a company’s website. Normally, the information provided will vaguely summarize a product or service to entice users into finding out more and the only way to find more information is to progress with the transaction. These landing page links can appear in the form of banner advertisements on blogs featuring large print lettering to attract consumer attention with key phrases and statistics.
Viral landing page
Viral advertising has become an increasingly powerful marketing tool and companies are using this to great effect in their website landing pages. A viral landing page intends to create a buzz about a certain product or service using humorous videos or flash games to drum up interest. The content will often promote the company indirectly with the intent of getting people talking. Unique and memorable content can spread like wild fire over the net and the wider your reach on social media sites, the more likely it is that serious clients will step up and take notice.
Lead capture landing page
Lead capture landing pages can be a very clever way to secure potential customers. The intention of these pages is to retrieve personal data from visitors, usually instructing people to leave their name and email address. As a result, any navigational links and exit options are purposefully very limited. Essentially, this is a company’s way of building up a mail list of potential customers to then follow up. By marketing to said customers on a regular basis, companies can begin to draw in their first group of loyal clientele. This kind of page can provide businesses with a great boost in lead management.
Product detail landing page
This type of landing page typically lists everything you could possibly need to know about a specific product or service. These are commonly employed by retail businesses as they are a quick and easy way to inform visitors of every sore and score on one page. Product detail pages are often criticized by being too overwhelming since these product descriptions are combined with banners and other distractions that can ultimately drive visitors away from your site or at best, away from the landing page and on to a different service altogether. Using flexible web templates similar to those featured in SITE123 can help you achieve the right balance when it comes to creating effective content.
Homepage landing page
This is the most traditional form of landing page and, some would argue, the most ineffective when it comes to conversion rate. The main problem in directing customers to a homepage is that it can be counter-intuitive to business takings. If a link promotes a range of perfect summer dresses, for example, sending visitors on to your homepage may result in them purchasing a pair of jeans instead. While companies still make a profit this way, they may struggle to sell a specific item and this could well be what their success is weighed upon.
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