A landing page is a standalone web page created specifically for a marketing or advertising campaign. Its primary goal is to convert visitors into leads or customers by encouraging them to take a specific action, such as signing up for a newsletter, downloading an Ebooks, making a purchase, or filling out a form. Landing pages are uniquely different from home pages and information pages because their only objective is drive a key conversion; a call to action.

There is a framework that is necessary to create a good landing page, and being able to differentiate it from other main pages like a Home Page.

• Focused Objective/Goal: A landing page has a singular objective, while a homepage serves multiple purposes. Landing pages are designed to drive visitors toward a specific action related to a campaign, whereas homepages typically provide an overview of a website's content, services, or products. For example, Amazon has their main page meant to help users search for the unique product they are looking for. While Amazon's landing page is focused around a 30 day free trial around amazon prime.
• Easy to use and Compelling Call-to-Action (CTA): A well-designed landing page includes a clear and prominent CTA that directs visitors on what action to take. This CTA should be concise, visible, and aligned with the page's objective.
• Get Rid of Clutter: Unlike homepages that may have navigation menus, links to various sections, or additional content, landing pages aim to minimize distractions. They often lack external links or navigation bars to keep the focus on the main conversion goal. With a clutter of other conversions and distractions the landing page would not be able to carry out it's main priority toward a single conversion.
• Relevant and Persuasive Content: Effective landing pages contain concise, compelling, and relevant content that addresses the visitor's needs or pain points. Content may include persuasive copy, benefit-oriented headlines, testimonials, visuals, and explanatory videos to convince visitors to take action.
• Optimized Design and Layout for UX/UI: A good landing page has a visually appealing and well-structured layout. It should be mobile-responsive, load quickly, and use an intuitive design to guide users towards the CTA. This going hand in hand with UX/UI design and how important it is to optimize these features. Using A/B testing for landing pages is imperative to good landing page design and to maximize conversions on the page.

Regarding the role of UI/UX in developing good landing pages for digital marketing:

• User Interface (UI): UI focuses on the visual elements and design of the landing page. Marketers can use UI principles to create visually appealing layouts, choose appropriate colors and fonts, ensure easy navigation, and place emphasis on the CTA button for better visibility.
• User Experience (UX): UX concentrates on the overall experience of the user when interacting with the landing page. Marketers use UX principles to create a seamless and intuitive user journey. This includes optimizing page load times, ensuring mobile responsiveness, simplifying forms, and eliminating friction points that might discourage visitors from completing the desired action.

All of these features go in to create a successful landing page. Which is why it is important to look at some examples of bad landing page design and how some companies have trouble understanding fundamental concepts.

After doing some digging for a landing page, I unfortunately found a landing page that lacks almost all key elements of a good landing page: Whatcom Humane Society.

At a first glance you can already tell there are clear issues with its design:

• Many links tasked at taking the landing page away from its main conversion.
• Navigation bar is present allowing for visitors to navigate somewhere else.
• Call To Action button could be more clear, at first glance I scrolled down and did not even notice the click to donate text inside of the paw.
• Too many options to donate for a landing page. With so many options users might get confused or overwhelmed by the options.

On top of these issues you are also able to scroll down on the page for miles and see the countless UI/UX issues that incumber the user experience as a whole.

• CTA buttons are not eye catching and not clear
• There are a few buttons meant to give more information when you click on it. Whenever these buttons are clicked on the background of the page itself moves and creates confusion.
• Plethora of other colors/features that are difficult to see or confusing