Why are landing pages important?

As a resource for focusing your marketing efforts, landing pages are necessary for all marketers wanting to promote a single product or generate leads using the Internet. If you are planning on offering a product such as an ebook, audio CD, DVD or a service such as a training seminar or monthly newsletter, you will want to develop a landing page system.

A landing page is sometimes referred to as an offer page, sales page, or squeeze page. This can become confusing for people who are new to landing pages. An offer page is a generic term that is interchangeable with landing page. They both refer to a page that is focused on a single offer or value proposition regardless of whether you are selling a product or service or using the page to generate leads. A sales page is a page that if focused on selling a product or service whereas a squeeze page’s sole purpose is to capture key demographic information from the prospect with an opt-in form. Squeeze pages usually provide the prospect with something free in exchange for personal information for future marketing efforts. A free report, ebook, or white paper are the most common offers for generating leads.

A large number of people are using Google AdWords to promote their product or service through search marketing (i.e.; advertisements listed next to search results). These ads typically send people directly to the homepage of their website. Then, the marketer is confused that they are not producing enough results.

Homepages are, and should be, focused on presenting the entire corporate image. This will mean that the homepage will send people to many different places within the larger corporate site. The larger the company, the more places you can go.