Internet Marketing Digital_marketing_for_dummies | Page 160

Building High-Converting Landing Pages
IN THIS CHAPTER
Understanding the various types of landing pages and when to use each
Learning to build landing pages that generate leads and make sales
Evaluating the effectiveness of the landing pages you build
Writing a sales letter that converts visitors to your landing page into buyers
Landing pages are fundamental to digital marketing. The broadest way to define a landing
page is as any page where a visitor enters your website. For the purposes of this book, we
use a more specific definition: A landing page is a web page designed to persuade a visitor
to take a specific action. Your website should contain a landing page for each offer you
make to prospects and customers. These are the pages toward which savvy digital
marketers funnel traffic from all sources both internal and external to their website.
The performance of your landing pages will make or break your digital marketing
campaigns. You can master the art of driving web traffic, but if the landing page fails to do
its job, the campaign is doomed. In this chapter, we examine the elements of a winning
landing page. We also tell you about the different types of landing pages and when to use
each kind, how to assess the success of your landing pages, and how to convert customers
into buyers.