What is a landing page? Why is landing page important?
10 July, 2023 by
What is a landing page? Why is landing page important?
Hue Nguyen
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Lately, most of my work has been focused on building and optimizing landing pages for the website viindoo.com. During this process, I've received the question "What is a landing page? How is it different from a home page? Why don't we use the home page for conversions instead of a landing page?"

So, in this article, I will explain in the simplest way what a landing page is, how important it is, and why we use landing pages for conversions.

What is a landing page?

A landing page, also known as a destination page, is one of the essential steps for users and plays a crucial role in converting website visitors into customers.

Basically, a landing page is a dedicated page on your website that users can access from an external source, such as Google ads, YouTube, or email marketing.

A landing page focuses on a single content and its purpose is to attract views, visits, or stimulate user purchasing behavior through call-to-action elements appearing on the landing page, such as filling out a form, making a purchase, or signing up for information.

In addition to being used in paid marketing campaigns, landing pages can also be built for SEO (Search Engine Optimization) purposes to attract organic search traffic.

How is a landing page different from a home page?

The home page is like the front door of a house. Inside your house, you have functional rooms such as the living room, kitchen, and bedrooms, each serving different purposes and tasks.

The home page acts as the gateway to the destination.

A landing page is equivalent to the functional rooms in your house, serving as the destination where conversions happen.

Laning page
Home page
Focused on a predefined action conversionDirects to a different destination
Specific and focused on a single goalBuilds brand awareness
Limited navigation optionsMultiple links and entry points
Like a supplementary flyer for a special offerLike the cover of a book
High commercial intentTop of the funnel

Can the home page be a landing page?

Typically, no. However, there are exceptions. For example, a one-page website created specifically to attract users, collect email addresses, or receive sign-ups can also serve as a landing page. In the case of a website with more than four or five pages, the home page usually exists as an information hub that allows users to navigate to other pages.

The home page has too many functions to focus on a single conversion as a landing page does.

Common Types of Landing Pages

Once you understand what a landing page is, it depends on the creator's objectives to determine its specific purpose. Generally, landing pages can be divided into three common types:

Lead Generation Landing Page

A lead generation landing page, as the name suggests, aims to attract users and collect basic information such as email addresses, phone numbers, job positions, interests, etc. After collecting this information, it can be used in marketing campaigns like advertising or email marketing.

The characteristics of this type of landing page usually offer a specific benefit to users after they register or provide their information, such as receiving a free ebook, document, discount code, or course enrollment code.

Lead Generation Landing Page

Example of Viindoo's lead-collecting landing page: Free Ebook Quick Start Guide with Viindoo for Micro Business​​

Sales Landing Page

This type of landing page focuses on converting website visitors into customers. The content of the landing page revolves around a specific product or service offered by a business. It presents information about the product's features, benefits, and value, along with testimonials from satisfied customers to build trust, attract, and stimulate users to click the purchase button or request consultation.

For sales landing pages, the basic content structure often includes:

  • The name of the product or service is prominently displayed at the top of the page, indicating what it is.
  • The next content usually addresses common problems faced by the target customers, enabling visitors to quickly determine if this is the solution to their problem, and persuading them to stay on the page.
  • Highlighted features and benefits that the product brings to customers.
  • Testimonials from customers who have used the product to increase persuasion and trust for the target customers.
  • Business commitment.
  • Pricing table.
  • Call-to-action: request consultation, add to cart, etc.

Of course, these contents can be customized and arranged to best fit the habits of the target customers and the intentions of the content creator.