What is a landing page?
In this article, I'll explain what a landing page is in the context of B2B SaaS (Software as a Service). We’ll primarily focus on its definition and purpose.
Understanding this is important if you are a marketer running any kind of campaign, especially if you are paying for distribution through an advertising platform.
A landing page could be the difference between a campaign that succeeds or fails.
So let’s get into it.
Landing page definition
A landing page is a standalone webpage on your website built specifically for targeted marketing campaigns across channels like email, social media, search ads, or online ads.
The goal of the landing page is to have users from these campaigns take desired actions on the page ranging from consuming the information and engaging with the call-to-action.
Characteristics of a landing page
Unlike the webpages on your main website, landing pages have the following unique components.
- It does not live in the navigation of your website.
- It typically should contain 1 primary call-to-action and sometimes a soft second call-to-action.
- It is set to be not indexable by search engines (you can only get to it through the specific marketing campaign it was intended for).
- It is a campaign destination and is not intended to drive traffic to other pages.
- It constantly evolves through testing of messaging, offers, and experiences to help increase users’ interactions on the page.
- Footers are either non-existent or minimal (a smaller version than on your main website)
A good landing page can be the difference between capturing a potential customer's interest or losing them to a competitor, or worse - losing them to indecision.
Most B2B companies spend a disproportionate amount of time focusing on the design of the pages. However, with B2B buying cycles that tend to be research heavy, most lose users due to lack of clarity in their messaging or not providing enough information for users to take the next step.
Your TL;DR
- Landing pages are standalone webpages on your website intended for traffic from a specific marketing campaign.
- Landing pages are not in the navigation of your site, are not searchable, and constantly evolve through testing and analysis.
- The difference between a good landing page and a bad one for B2B SaaS is providing enough information and being clear in delivering it.