Guest post by Dan Annetts.
While every page on your website should serve a purpose and add value for visitors, landing pages deserve special attention. These are the pages you actually pay to drive traffic to, such as when a prospective clicks on one of your search ads and is taken to a page with a call-to-action (CTA).
For B2C and B2B businesses focused on high-volume / low-price product sales, the homepage of their website is often a landing page. That’s where they direct most of their visitors because their focus is on driving an immediate direct transaction.
No matter what type of landing page a business has or how visitors end up there, the purpose of a landing page is to convert a visitor into a customer or lead, which makes them a vital part of marketing strategy.