Your landing page – the most important thing?

landing page

Do you have a website? And do you advertise online? Then you should use landing pages. If you’re not using this tool already, keep reading and learn what you are missing.

A landing page is a specific page where a visitor will land after clicking on a link, a banner or any other marketing device. It’s “specific” because it should be dedicated to a specific marketing campaign and be able to work on its own. It is NOT a page on your website and it’s only accessible through an exclusive call-to-action. This is because your website has broader goals than a landing page, which should have only one goal – to convert.

The uses of a landing page

There are usually two types of landing pages: Lead generation pages and click-through pages. The first are designed to generate a crucial piece of information – a potential client’s contact information. This is generally achieved by offering something in return, like ebooks, newsletters, document templates, or additional information about what you are selling. The second type should be a “gateway” page that informs a user about your product or service, preparing them for a purchase further down the line.

How a landing page can help your business

Gather leads: landing pages capture much more leads than sending visitors to your website’s homepage. By offering a tailored message for each campaign (and even for each target audience), you will see an increase in lead generation.

Drive traffic: a landing page can be a great way of attracting people into your business. Use it to inform, to promote and to instill curiosity or need. Then drive them down your marketing funnel until they convert!

Learn about your audience: with a landing page, you can collect more information than just an e-mail address or phone number. You can collect demographic information that can help with the conversion further ahead. You can also understand if previous visitors are coming back and which type of content they like, allowing to constantly improve your offer.

Increase your array of marketing resources: content is still king, so your landing pages should be used as pieces of content that can help you with your content strategy. Besides improving the SEO of your business, they can be shared in social media or as part of email campaigns.

Know your marketing: by analysing data gathered from landing pages, you can measure performance, user behaviour and conversion rates for different products or services. Can you imagine what you can do with all this information?

What to keep in mind

Form: The form is a key element on your landing page, because its completion is the ultimate goal. Is is also the hardest to achieve. No one wants to spend time inserting information, so make it as easy and practical as possible.

Headline: A captivating headline is fundamental to grab attention from the first moment. It should tell the visitors what will happen, in a clear and precise way.

Message: Much like the headline, the text should be short and sweet. Highlight the advantages of your offer and explain what the visitor will get. Include keywords that are relevant, as you would do in any other content. Keep the message on the landing page consistent with the message that brought the visitor, to support what you want to convey and to insure credibility. Otherwise, increased bounce backs and decreased conversions will ensue.

Image: Including a powerful and descriptive image will help the message and enhance the attention of your visitors.

No Navigation: the only action you want is the one that leads to conversion, be that a click on a “buy” button or filling a contact form. Removing any other options, like menus and other links, will help you to achieve that goal.

Segmentation: Be as specific as you can be with your landing pages. Create as many landing pages as you need, with multiple combinations of product, target audience, content, etc. This way you will be able to find out which ones perform better and do the necessary A/B Testing.


Are you ready to build your own landing pages and start improving results? Drop us a line if you have any doubts or if you need help.

And if you are interested in more content about digital marketing, SEO or SEM, just check our blog – we update it weekly!