What is a Landing Page?

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.

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What is a Landing Page?
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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://doctorspin.net/conversion-cannibalism/
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.