In online marketing, a landing page is a single web page that appears in response to clicking on a search result, an e-mail, or an online advertisement. The landing page will usually display directed sales copy, promotions, offers, etc.  that are an extension of the advertisement, search result, or link. (i.e. the destination) One of the biggest mistakes made is when an online advertiser pays for placement of an online banner that, when clicked on, leads the user to the general homepage… and not to an extension of the offer on the banner. In a lot of cases, the website DOES have a page that is specific to the banner offer on the page the user landed, but the user is forced to scan and search for what initially caught their attention. No bueno.

There are a few advantages to having a landing page specific to the offer you are running on the banner advertising:

  1. An additional content page to be indexed by search engines.
  2. A page tailored to the message specific offer for a quicker conversion.
  3. The ability to design the page so that it visually helps substantiate the offer

Your landing page is like a fishing net that is meant to capture consumers. Once you have the net, then you can contemplate how you get the fish to swim into your net. An excellent approach to get your fish to this landing page offer (destination), is to start with knowing what the destination will be, what the offer will be, what it will look like, and how it will benefit the potential consumer…  and then work backwards to produce the e-mail blast and banner creative. (Knowing how to get them there, while at the same time offering them the smoothest experience, that is the ideal.)

First, think about what your offer needs in order to convince consumers, that is, what they should want and why they should want it. For example, you are offering a special summer rate of $139 per night for a 3-day 2-night stay at a resort in the Bahamas, a savings of $20 per night. So, now you can begin with producing the creative around this offer. Next, think of a general design for the landing page. Have a sketch of the placement of the different sections within the page and an idea of what kinds of information might go in each section. Then you can confidently move on to the externally facing marketing pieces that will draw them in to the core message.

So, the steps should be:

  1. Decide on the offer to be marketed
  2. Design the landing page
  3. Design the e-mail blast creative
  4. Design the banner ads

Now, sit back and envision hundreds of people around the world clicking on your banner ads and e-mail blasts, landing on a page with a beautiful image of a couple sitting on lounges, on an exclusive beach, with cocktails in their hands… and hopefully this is what you will be doing, too… as the planes full of passengers, booked for 3 days at your exclusive resort, start to land.