Landing Page is any webpage that a visitor arrives on or lands on. When put together in marketing or advertising terms we get to know that it is a standalone web page distinct from your main website that has been designed for a single focused objective. Designing landing pages would require a clean study of other successful landing pages.
There are two types of landing pages
Click through Landing Pages - Click through landing pages have the goal of persuading the visitor to click through to another landing page.
Lead Generation Landing Pages - Lead generation landing pages are used to capture user data, such as a name and email address. The sole purpose of the page is to collect information that will allow you to market to and connect with the prospect at a subsequent time.
Landing Page is basically used because they help increase your conversion rates. The main reason for this is that targeted promotion or product specific landing pages are focused on a single objective that matches the intent of the ad that your visitors clicked on to reach your page. Best example of this is the message match. A message match can tell you what is contained in the ad. Suppose you have an ad that talks about SEO services that you require. Rather when you click on it you find out that the content inside it is of Paid Ad campaign. That is a pure example of bad message match.
Try to use a landing page for every inbound advertising campaign you operate. You might be selling multiple products or setting up promotional offers for different user segments and your homepage can’t deal with this level of message differentiation. The style and effectiveness of your inbound marketing will also vary according to the source (PPC, email, organic, social media, display banners), so you should try and provide a relevant experience to each input to the funnel.
Steps to follow while designing landing pages