I have always believed that the landing page needs to be specific and sell through just like those old direct response print campaigns for Ogilvy and Gossage that always included a coupon and a sign up box.
This morning, Copyblogger asks, "What is a Landing Page?"
==> Landing Pages Turn Traffic Into Money
A landing page is any page on a website where traffic is sent specifically to prompt a certain action or result. Think of a golf course... a landing page is the putting green that you drive the ball (prospect) to.
Once on the green, the goal is to get the ball into the hole. Likewise, the goal of the copy and design of a landing page is to get the prospect to take your desired action.
Here are a few examples of ways that landing pages are used with various traffic sources:
Traffic is sent from a pay per click (PPC) search marketing campaign (such as Google AdWords) to multiple landing pages optimized to correspond with the keywords the searcher used.
Traffic is sent from a banner ad or sponsorship graphic to a landing page specifically designed to address that target audience.
Traffic is sent from a link in an email to a landing page designed to prompt a purchase.
Traffic is sent from a blog post or sidebar link to a landing page that pre-sells affiliate products or encourages an opt-in to a sub-list.
The page you're currently reading is a content landing page designed to organize many related pages around an overall theme.