What is a landing page?

In digital marketing, a landing page is a standalone web page, created specifically for a marketing or advertising campaign. It’s where a visitor “lands” after they click on a link in an email, or ads from Google, Bing, YouTube, Facebook, Instagram, Twitter, or similar places on the web.


How do digital advertisers use landing pages to maximize advertising dollars and increase sales?

  • Landing pages increase conversion rate
  • Landing pages increase return on ad spend

Landing pages aren’t limited to advertising campaigns. You should use them to build every primary page of your website. Every piece of information made for your customers should be in the interest of building credibility and helping them to secure their quest.

Effective use of landing pages will drastically smooth out your customer’s buying experience by keeping their eye on the prize and alleviate skepticism. When you build confidence with your customers you will naturally increase your conversion rate and see greater ROI on advertising or marketing investments.

Landing pages do THREE things that help build rapport and earn your client’s interest.

  1. Clearly present the value or offer
  2. Demonstrate credibility of your brand and products
  3. Present an easy and safe ordering process

Imagine you’re driving through your city, you’re hungry and spot your favourite burger on sale for just $3!

When someone receives an offer and goes somewhere either physically or virtually, it is best if they are greeted by something like, “Hi! Are you here to take advantage of our $3 burger?” Validation to your customer is essential to keeping your customer feeling confident about completing their quest.

With your customer assured, we recommend followed by a commercial demonstration of your product and support from numerous product reviews by happy customers. This will build confidence in your new customer that they are making a good decision.

The final thing every good landing page needs is a solid ordering process. Working with Amazon, Square, Squarespace or Shopify, you can provide your customers peace of mind as they can safely share their credit card information.

Landing Pages Examples

Check out some examples of successful landing pages from past campaigns we have run for clients. We optimize our designs for speed and clarity. All landing pages must be brand loyal and work for both desktop and mobile devices. (credit: provided by pixelscience.ca)

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TL:DR – A good landing page will make customers feel more confident, and sell more products.

Net Butlers instructs and develops online marketing etiquette, strategies, tactics, and techniques to help business owners transform their cardboard box websites into digital estates worthy of VIP visitors and acquisition.


Cyril Wong is the original Net Butlers. He has been building websites for over 30 years.

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