Do You Need a Campaign Landing Page?

A campaign landing page is a standalone web page created specifically for the purpose of a marketing or advertising campaign. It is designed to keep the visitor’s attention and drive them to take a specific action, such as making a purchase or filling out a form for more information. 

What’s the difference between a campaign landing page and using my homepage?

Unlike a homepage, which is intended to provide an overview of your company or organization to all your site’s visitors, a campaign landing page is intended only for the target audience of your marketing or advertising campaign. 

Why should you use a campaign landing page?

1.   To provide a clear call to action: The primary purpose of a landing page is to convert visitors into leads or customers. An effective landing page will have a clear and compelling call to action, such as “Sign up for our newsletter” or “Buy now”.
2.     To capture leads: A campaign landing page can be used to capture the contact information of visitors who are interested in your product or service. This can be done through a form on the page, which allows you to add the lead to your email list or contact database.
3.     To track the effectiveness of your campaign: a campaign landing page allows you to track the success of your marketing efforts. By analyzing the traffic and conversion rates of your landing page, you can determine which campaigns are most successful and allocate your resources accordingly. 
4.     To establish credibility: a landing page gives you the opportunity to showcase your product or service and build credibility with your target audience. By including customer testimonials, detailed product descriptions, and trust badges, you can establish trust and credibility for your visitors. 
5. To expand Google SEO Advantages: landing pages provide a natural boost for on-page SEO as well as overall site SEO. We typically see a 1 + 1 = 3 effect where the paid search term and the organic landing page help boost the overall visibility of the target message.

What are some of the best practices for a landing page?

Take a look at this landing page our team developed for San Antonio Botanical Gardens for a great example of an engaging landing page that tells a story while also providing a clear call-to-action above the fold.  The call-to-action is repeated as the visitor moves further down the page, reinforcing the action you want the visitor to take. Finally, the imagery and messaging on this page is also used on other pieces of marketing such as direct mail, email and social media to create a cohesive cross-channel campaign.