Unbounce defines it best, “a landing page is a standalone web page, created specifically for a marketing or advertising campaign. It is where a visitor ‘lands’ after they click on a link in an email, social media, or similar places on the web,” (April 1, 2020).
The first landing page mock-up I created was to connect potential patients from Facebook (see my mock-up design at the bottom of this post) to land on a web page with the call-to-action (CTA) to set up an appointment with a healthcare provider. The second landing page I created (not shown) is the appointment confirmation. The confirmation page offers a free downloadable e-Book as a “thank you gift” (reciprocity gift) for making the appointment.