If you are running an online marketing campaign, your landing page is the page that your marketing or adverts directs people to. Don’t just pint people to your main front page: you are wasting a chance to give them focused information that leads on from your advert or link. A landing page should be written with the marketing campaign in mind, so that the copy on the landing page is attuned to the particular promise or offer that you are making, or the problem that you are offering to solve. The copy should empathise with the state of mind of the person as they arrive on the site. Devise the content so it gradually draws them towards the action you want to take.
If you have an online marketing campaign it is easy to get any adverts or promotions to point to a specific page on your main site. If you are running a print campaign you may want to use a simple code or word at the end of your main web address: this will both ensure that people go to the correct landing page and will also give you an idea of how many people are arriving from a specific promotion. For example, if you want to run a regular promotion for your clothing company on comfortable menswear with the Daily Telegraph, you could direct people who see your advertisement to visit the comfortable menswear landing page.
Think about where your marketing and advertising leads people: should you be creating landing pages for your business?