From landing pages, ad banners, ad platforms, to CRO, UX, and UI, the jargon used in marketing can get pretty damn confusing.  You really don’t need to worry about all this stuff though.  Your agency should be taking care of this nonsense for you while you focus on your business.  But one term you do need to know about if you are going to run Paid Ads campaigns is the term “Landing Page”.  So what exactly is a landing page? A Landing Page is, simply put, the page that your potential clients will “land” on after they click through your ad.  The Ad is a smaller advertisement or banner either that shows in the google search with the little letters “Ad” next to it.  It may also appear on the side of a website (LinkedIN), or in your news feed (Facebook, Instagram, etc).  The Ad itself is a very small amount of text and occasionally an image.  It’s designed to grab someones attention immediately and entice them to click on the ad.  Once clicked on, the potential customer is redirected to your Landing Page.  Typically, you don’t want to just send people to the homepage of your website.  You are paying for a specific ad campaign for a specific product, and you’ll want to create a specific page to sell or advertise that product so that your clients don’t have to search around for the information. 

Landing pages can be short form or long form.  Short form pages have little sales copy, but they will have a form to gather information like name, phone, email address, or they can ask a customer to call or even make an immediate purchase.  Long form pages have ALOT of sales copy.  These pages follow a specific pattern of talking about customer pain points, explaining how the product or service resolves those issues, show testimonials that confirm the results, and ask potential clients to take action.  A good landing page will match the website and company branding, but also stand-out and offer some eye-catching graphics and attention grabbing information. Many times landing pages will announce sales that have a time limit, and a counter can be placed on the page to count down days or hours until an event is happening or an event is over. There are more landing page styles than you could even imagine.  The best way to find what works for your audience is to try out one or two different page styles and A/ B test them.  This means you create style A and style B pages, and measure which gets the most conversions.  Then you go with that one for future ads. It’s not rocket science, but it is a time consuming process and having a professional agency create your landing pages and sales copy can save you valuable time and money.