There are instances where a landing page is the most effective choice to drive sales or capture leads. It might be when you use PPC advertising, a lead magnet, focus attention, to attract different types of customers, or for easier testing.

PPC advertising. A landing page dedicated to a specific advertisement appears higher in search results because Google judges the quality of pay-per-click (PPC) advertising partly on its relevance to the linked page. A dedicated landing page with PPC advertising can be used to feature a new product whose exclusivity creates momentum for sales. It can draw customers looking for a specific price. 

And although an event promotion should be featured on your brand’s website, where it will be found by existing customers, using a dedicated landing page will draw customers interested only in that event.

Lead magnet. A lead magnet is any type of helpful content gated by a form, where a user must fill out the form to get the content. Even when they only provide their name and email, they become a lead. Design a landing page specifically for the lead magnet focusing on content, the form, and keywords. Content offers (lead magnets) include a webinar where a panel of experts answers consumer questions, an Ebook, a free sample, or a limited-service offering. Create a guide or checklist that helps consumers complete a task.

Focus attention. A landing page focuses visitors’ attention on the content. They can either complete the call to action or return to search results.

Attract different types of customers. Custom landing pages can be created to appeal to different types of customers. The content, page style, advertising, and offer it contains will determine its impact on the targeted customer group. Landing pages can be focused on drawing customers from a specific location, or demographic, or looking at price and quality.

Easier testing. A landing page is one page with one focus, making it easier to test. With the right tools, the page can be tested often to make it compelling and user-friendly. Aspects to be tested include copy, voice, media, or keywords. Personalizing content with information about leads generally leads to higher conversion rates.