Before I dig into why landing pages are so important, let's talk a little about what they are and how they're different than your website.
A landing page is a destination page that's part of a specific marketing campaign or promotion. When your target audience sees your offer or promotion, they follow your link and they "land" on your landing page.
Landing pages differ from your typical website because there is a specific call-to-action, such as filling out a form or purchasing a specific product. By showing this page to your audience, you're guiding them to take action instead of just browse.
What makes a good landing page?
A good landing page is easy to digest: Your reader knows exactly how to get from point A to point B.
A good landing page isn't too busy. I prefer the "minimalist" style. By giving my readers short, easy to read copy, and a form next to it, my call-to-action is sweet and simple.
A good landing page is mobile friendly. This is important! Don't forget this part.
A good landing page has a Facebook Pixel installed on it. In order to get your landing page in front of the right people, you'll most likely be using a combination of Facebook advertising and email marketing. There will likely be people who need to see your landing page and offer more than once in order to take the desired action. Your Facebook Pixel can help make that happen.
Other tips
Be sure to keep your page on brand. You want your audience to feel familiar with your brand. Be sure to include your logo and keep your colors and font consistent.
I don't recommend putting a button to your landing page on your website. Typically, your campaign will have a specific audience, and you'll want to control who is seeing your page. This is how you'll do this.
Don't forget to use a variety of marketing strategies to run a successful campaign. Try using social media, ads, email, among many others!