A landing page is a web page that is always used for advertisement and marketing purposes.
With that said, it is worthwhile to note that the main aim of a landing page is to market certain offers to website visitors, and then convert them into leads.
Prospects and potential leads often access this individual page, when they take a certain initiative.
As a result, they’ll be given insight into different offers and how they can benefit from the offers. And since a landing page features a CTA (call-to-action), site visitors are always urged to take action to get closer to their goals.
For example, CTAs may urge prospects to subscribe to a newsletter, purchase a product, or sign up for a service.
Unlike microsites, landing pages are centered around a single offer. This saves prospects from the ‘paradox of choice’ - a condition that triggers indecisiveness, after interacting with multiple offers.
From a marketer’s perspective, a landing page is an effective tool for converting prospects to leads or customers.