Nicola Brunton – Partner – Officiumns
The Landing Page – good old fashioned data collection!

The mystery of the landing page was just that – A mystery to me!  I’m happy to confess that I was staunchly a non-believer in not having one, nor needing a landing page as it baffled me and just did not see the purpose when we had a website.  Then, I took at step back and peeled back the wrapping and hype of it all.

Remember those fun weekends when we drag ourselves out to expos – Home Shows, Wedding Expos, Boating and Camping, Recruitment, Travel etc etc … all for a ‘free pen’ or ‘mint’ or ‘note pad’ or entering the ‘free’ draw for something!! Think of these as physical landing pages, they are a platform for lead generation or gathering data.  If anything, business has got very lazy in recent times with landing pages replacing the art of good old-fashioned ‘Talking to people!’

For those of you wondering how the Landing page came into creation, well good old Microsoft delivered us this baby back in 2003 because of poor online sales!! (Hope that Microsoft employee got kudos for that idea!!).

What is a Landing Page?

Honestly, everyone has a slightly different take on a landing page from the super simple to overtly long winded, but trying to find a well-rounded description (without someone spruiking their wares!) was quite hard.  In my opinion and the view of Wikipedia a Landing page is:

“A single web page that is a link from clicking a marketing promotion, marketing email or online advertising” (Source: Wikipedia).  

Within the marketing world the Landing page also can be called a Destination Page, Static Page or Lead Generation/Capture Page.  With the purpose of having a marketing goal, the Landing page then lends itself as a stepping stone to that person by way of building a database of contacts, a Call to Action for a product or service or a simple sign up for specials or subscription, basically … you are getting your ‘free pen’ equivalent! 

To have, or not to have a Landing Page?

As a business owner myself and offering services to other businesses I do a lot of research for others and it seems to be the norm that, particularly marketing or media businesses, consider a Landing Page as an essential part of your setup.  This is ultimately the final decision of the client, the one paying the bill! … but I’m definitely in the ‘use it when you need it’ camp.  Any business can have every conceivable flashy, bling, slick website or landing page – but just because they ‘build it, your customers may not come’.    Don’t get me wrong, the Landing page has its place and can a super powerful resource when used.

Does Officiumns have a Landing Page?

We didn’t … but we have just used one for a Facebook Giveaway Promotion and it worked a treat!  If you are curious, you can check out the link here!

The cost?

Even when I was conducting the initial research and fact checking for this blog, I was shocked at how an initial search resulted in; two paid ads then four more results before I reached the Wikipedia link!  Landing pages are a marketers dream, but in saying that impossible to find anyone with actual pricing!! I found one, yes one that offered pricing on screen, a global collective of designers, 99designs.

The reality is that a Landing page shouldn’t be and doesn’t need to be expensive.  You can create for free (with limitations of course) through Mail Chimp and many other CRM or web hosting platforms.

Once again, thanks again for reading this far!  By no means do I consider myself a writer, expert in topics or a wordsmith and some of you will no doubt spot grammatical errors and spelling mistakes (I do try to spot them before posting lol …), but its about enjoying the journey for yourself and giving your business the chance to inform, create and share.

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