The term “landing page” is something that has become pretty interchangeable with any page on a website. But for today, we want to get back to the core of what a landing page is, what it is used for and how to build a successful one.
We start our conversation with a definition from Mailchimp: “A standalone web page that potential customers can “land” on when they click through from an email, ad, or other digital location. A landing page aims to capture information from contacts in exchange for something of value, such as a retail offer code or business-to-business (B2B) insights in the form of a white paper. Landing pages are different from other web pages in that they don’t live in the evergreen navigation of a website. They serve a specific purpose in a specific moment of an advertising campaign to a target audience.”
Our conversation continues by discussing what we would add to their definition. Then, we dive into the key components of what makes a good landing page, and what we recommend you stay very far away from in your design. A few of the key components we discuss include establishing your goal, defining your Call to Action, building supporting imagery, and more!
