A very popular concept in the world of web design and internet marketing is the "Landing Page." But what exactly is a landing page? While there is much discussion, there is not an exact definition. However, Dave Chaffey of SmartInsights defines landing pages as "Specific pages on a website created for visitors referred from marketing campaigns which are designed to achieve a marketing outcome." Or, one could say a landing page is a place to get targeted online leads.
According to Chaffey, there are five main goals of landing pages. Here are the goals, ranked in order of importance:
- Achieve registration to generate a lead
- Profile and qualify the site visitors to do more relevant follow up
- Answer any questions the visitor may have
- Communicate the brand values of the organization running the campaign
- In case the visitor doesn't wish to leave their info, have the company contact info prominent
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