Doctor SpinThe PR BlogInbound CommunicationsWhat is a Landing Page?
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What is a Landing Page?

A single tool for every web strategy.

Jerry Silfwer
by Jerry Silfwer

Cover photo: @jerrysilfwer

tl:dr;
A landing page is a single-purpose web page stripped of standard menus and sidebars with a single call-to-action to match the visitor’s demonstrated intent.

Table of contents

What is a land­ing page?

And why must a PR pro­fes­sion­al util­ise them every­where — and all the time?

Here we go:

What is a Landing Page?

What is a land­ing page?

Landing page (LP) = a single-pur­pose web page stripped of stand­ard menus and side­bars with a single CTA (call-to-action) chosen to match the visitor’s demon­strated intent.

Why do land­ing pages work well?

  • The para­dox of choice. Too many call-to-actions on any page will typ­ic­ally nev­er lead to more con­ver­sions (it’s the para­dox of choice). This is due to con­ver­sion can­ni­bal­ism, where dif­fer­ent call-to-actions pun­ish each oth­er. 1Silfwer, J. (2015, October 4). Beware of Conversion Cannibalism. Doctor Spin | The PR Blog. https://​doc​tor​spin​.net/​c​o​n​v​e​r​s​i​o​n​-​c​a​n​n​i​b​a​l​i​sm/
  • Harvesting known user intent. With each click, a user demon­strates intent. Once intent has been demon­strated, it’s recom­men­ded to present the user with rel­ev­ant inform­a­tion—and noth­ing else.

A land­ing page is typ­ic­ally a web page with one sin­gu­lar call-to-action — or the same call-to-action repeated ver­tic­ally. To max­im­ise con­ver­sions, these pages are often stripped of side­bars, nav­ig­a­tion­al menus, foot­ers, etc.

Landing pages serves a single purpose.
Landing pages serves a single purpose.

For intent-driv­en and clear call-to-action inspir­a­tion, please study how Google uses their front page as a clean, high-con­vert­ing land­ing page.

The Google Front Page
The world’s most fam­ous land­ing page.

Learn more: What is a Landing Page?

Jerry Silfwer - Doctor Spin - Spin Factory - Public Relations

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Annotations
Annotations
1 Silfwer, J. (2015, October 4). Beware of Conversion Cannibalism. Doctor Spin | The PR Blog. https://​doc​tor​spin​.net/​c​o​n​v​e​r​s​i​o​n​-​c​a​n​n​i​b​a​l​i​sm/
Jerry Silfwer
Jerry Silfwerhttps://doctorspin.net/
Jerry Silfwer, alias Doctor Spin, is an awarded senior adviser specialising in public relations and digital strategy. Currently CEO at Spin Factory and KIX Communication Index. Before that, he worked at Kaufmann, Whispr Group, Springtime PR, and Spotlight PR. Based in Stockholm, Sweden.

The Cover Photo

The cover photo isn't related to public relations obviously; it's just a photo of mine. Think of it as a 'decorative diversion', a subtle reminder that it's good to have hobbies outside work.

The cover photo has

Autumn foliage.
Autumn foliage.

.

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