Every marketing campaign should have a dedicated landing page.
Dedicated landing pages are standalone pages that are designed for a specific marketing campaign.
That means it has no ties to your website, like global navigation. In essence it floats alone, only accessible from the link you’re providing in your marketing content (the call-to-action in an email for example).
The purpose of a landing page falls into two categories:
to capture leads that enable you to market to people in the future, or
to “warm up” potential customers to the product you are trying to sell to them before sending them further into your sales funnel.
This creates the need for two types of landing page – a lead generation page and a click-through page.
If you compare a homepage vs. a landing page you can see why landing pages are so important to your marketing’s success.
Your homepage is designed with a more general purpose in mind. It speaks to your overall brand and corporate values and is typically loaded with links and navigation to other areas of your site. It’s designed to encourage exploration.
Your landing pages are designed for one purpose only.
Think of the links on your page as leaks. Each link on your page that doesn’t represent your conversion goal is a distraction that will dilute your message and reduce your conversion rate.