What Role Do Landing Pages Play In Marketing Campaigns?

Businesses have started putting vast amounts of capital into marketing and advertising campaigns. However, some of these businesses do not get the desired results. Behind this failure and success of a marketing campaign, landing pages are vital.

What Is a Landing Page?

A landing page is nothing but a web page that is created focusing on marketing or advertising campaigns. Whenever marketing or advertising campaign takes the place of a particular brand on various internet and digital channels, it is the web page used to make visitors’ reach on a webpage where the marketing or the advertising campaign takes up the next step. A visitor reaches or “lands” on this landing page by clicking on a link displayed on running a campaign on channels like Facebook, Instagram, Google, Bing, YouTube, Twitter, or similar places on the web.

Moreover, to build an impactful landing page, various landing page templates are available on the internet. One can easily use these templates for making some highly productive landing pages for their business marketing campaigns.

Types of Landing Pages:

One can witness a lot of variations in the types of landing pages depending on various factors like the domain the business belongs to, the requirements of the company, and much more. However, depending on the goals landing pages are divided into two categories:

  1. Lead Generation Landing Pages: this type of landing page is called “lead capture” or “lead gen” pages. These lead generation landing pages typically use a form as their CTA and further collect data. This form usually collects the essential details about the potential leads like name, email, etc.
  1. Click through Landing Pages: This type of landing page is used for campaigns designed for sales and subscriptions. Generally, one can see Clickthrough Landing Pages in the marketing and advertising campaigns of eCommerce and SaaS (software-as-a-service) marketers. Generally, in these types of marketing campaigns where Clickthrough Landing Pages are used, one can see simply a CTA that redirects the visitor to the checkout flow, can be an app store, or completes a transaction.

Using landing pages is not enough for a successful marketing campaign. One can quickly drive traffic through various means, and sometimes landing page template are also effective. Let us see some of the ways through which marketing campaigns can generate traffic of highly potential clients for the respective business:

  1. Paid search traffic
  2. Paid social traffic
  3. Email campaigns
  4. Organic search traffic

These are a few valuable and efficient ways to drive high volume traffic to the landing page used in any marketing or advertising campaign.


Having a landing page is a must while making a marketing campaign successful. But finding and creating the perfect landing page can be a tricky task, and taking the help of a professional marketer can be an ideal option. Another option is that one can opt for landing page templates available online. Share this brief about landing pages; share this article with someone who must read this.

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