Understanding 5 Types of Landing Pages and Their Use for Business

Obviously, for any savvy inbound marketer, what matters the most, after doing all the hard work to get visitors on a website, is to convert them into leads for the business. In the purest sense, the best way to start converting visitors into leads is through landing pages.

In this article, we  talk about types and categories of landing pages and their usefulness.

Why do you need a good landing page?

Before listing common categories and the types of landing pages, first let’s get clear on the usefulness and purpose of a good landing page.

The need

Usually, online businesses spend much of their time in driving traffic to their websites, but even with a drop-dead amazing website, they fail to get enough leads. There comes the need of a traffic-driver landing page.

Landing pages are basically the heart and soul of any marketer’s lead generation efforts. As you know, your page is the destination where visitors can go to find out more about a promotion or a specific service, for which it is to be intriguing and informative enough to keep their interest.

Above all, for other marketing materials online, a landing page of a company is perhaps the single most important web tool to use, if you want to make sure of reaching your target audience.

The usefulness

While understanding the purpose of landing pages in the realm of marketing and advertising, here we drive some compelling reasons on how will it benefit inbound businesses.

• It helps increase traffic
  
  One of the most important things a landing page can do for businesses is increase web traffic to a staggering amount. If done correctly, a landing page can convert visitors to potential buyers and turn in a lot of money.
  
  
• Leads and conversions
  
  Basically, how you choose to set the landing page will have a radical impact on the number of website visitors. Web users are often directed to the homepage of a company through a link to a blog or an email reference, but this is often a waste, when a landing page might have much more potential. Landing pages undoubtedly make browsing online more interesting with their unique content, design and consumer attention, resulting in more leads and conversions.
  
  
• Call-to-action
  
  As marketing offers go hand in hand with landing pages, it should always ask for something. Even if in subtle way, it has to be compelling enough to convince potential customers. Thus, by keeping your landing pages in front of the gate, your offers will greatly support your lead generation efforts.
  
  So, achieving better lead management goals through your landing page largely depends on the type of landing page used.

Now lets walk through the 3 different categories of landing pages.

1. Standalone landing pages

   Standalone landing pages include viral landing pages, lead capture and click-through landing pages.
   
   

2. Microsites

   Microsites are a small sitelet of the main website (also called mini websites).
   
   

3. Internal website landing pages

   Internal website landing pages include inner web pages or product detail pages.

As we see, not all landing page follow the same pattern. The layout and the general intention of a landing page may depend entirely on your business, your unique marketing campaign, and of course, the target audience you want to reach.

Below are 5 very different types of landing pages, each with its own unique approach to web traffic.

Click- through landing page

A click on the page is the basic form of the most common landing page, usually simple in its structure and intentions.

As described, a click on the page is designed in such a way that tempts users to choose from the website of a company. Normally, the data provided will be vaguely a summary of a product or service to entice users to discover more. And the only way to find more information is to move forward with the transaction.

Viral landing page

Viral advertising has become an increasingly powerful marketing tool and companies are using this to great effect in their website’s landing pages.

These landing pages intend to create curiosity about a particular product or service, using funny videos or flash games to arouse interest. Memorable and unique content can spread like wildfire on the net and in the broader social media sites, the most likely thing is that serious customers will take note and they will visit.

Lead capture landing page

This style of landing page can be a very clever way to secure potential customers. The intent of these pages is to gather leads from potential customers by asking them to leave their contact information so they can be tracked and contacted for selling.

With marketing to these customers on a regular basis, companies can begin to outline their first group of loyal clientele. Once the list is established, they can be targeted by sending unique content with sign-up CTAs through emails, in order to register for product demos.

So, this type of landing page can provide businesses a big boost in lead management.

Microsites

This type of landing page is commonly used for large inbound marketing campaigns. They possess their own URL, in relevance to the marketing campaign.

Microsites consist of small pages that are meant to engage user interaction, while passing on relevant information in ingenious ways. In this way, they are separate from the full website of the company and serve a single purpose to avoid the clutter of a full website.

Homepage

This is the most traditional form of landing page to hit your leads and is commonly used by many businesses.

Internal linking is usually overlooked by inbound marketers while doing search engine optimisation (SEO). This is because Google’s algorithms vary on a yearly basis and it becomes hard for inbound marketers to know what is legitimate for them.

Often, marketers don’t realise that they can get the high SEO value through internal links on high-value pages.

SOURCE: Onextrapixel