Landing page: what it is and what it should include [UPDATED 2020]
Posted: Sat Dec 07, 2024 8:41 am
What a strange word, right?
If we translate it, it literally means “ landing page ”.
You may be hearing it for the first time, or you may have seen it somewhere before. Either way, you probably don't know what it's about.
If we also talk about the key elements that it must include for it to be effective, you feel even more lost.
Don't worry, we are here to clarify your ideas.
Throughout this article we are going to explain what landing pages are , the reasons for creating one of these pages, a detailed example of how they work, why they are a very powerful element for digital marketing strategies , and what are the key elements to take into account when creating one.
Oh! And since we love visual examples (and we know they'll work great for you, too), we'll leave you with some landing pages from online world leaders at the end to inspire you.
And without further ado, let’s get started!
What are landing pages?
Let's start at the beginning.
A landing page is a page that has a clear objective: to convert . That is, to get the user who visits it to take a specific action.
Users 'land' on this page after clicking on a banner or advertisement placed on another page of a website, or also through social media ads or Google Ads. You can also get there through Google's organic search, if you want to optimize it with SEO.
Throughout the landing page, users receive information about the product or service that the banner or ad promoted .
Landing pages are not isolated elements in a business strategy. They must be aligned with the digital marketing plan, and have a well-defined objective to know what you want to achieve with it.
Therefore, it is a way to promote your business on the Internet, to attract leads and convert them into customers. And it is proven to be a highly effective strategy to achieve direct sales or data from users who visit our website.
Why build a landing page: main objectives
The objective is different on each landing page , and it has to be very well defined in order to then measure whether it is being achieved or not.
These are some of the main goals you can set when building a landing page:
Direct sales : helps convert users into end customers
Capture emails
Pick up phones
Getting subscribers
Make a reservation for a product or service
Affiliation
And many more
Additionally, if the landing page is well optimized with SEO, it will appear more on Google and help capture more leads.
Example: How a landing page works
Imagine that you are a user visiting our website and you start reading a blog post.
At the end of the article, there is a call to action button or CTA (Call to Action in English) that says “ ACCESS OUR WORDPRESS COURSE NOW! ”. Since you are interested in the topic, you click on it to learn more.
Next, a new page opens where you can find all the information related to the WordPress course. You read it, and at the end it tells you to buy it through another CTA.
This would be an example of direct sales through a landing page .
Another option would be to follow a CTA from our blog to download an e-book with the title “ How to design a WordPress website in 15 steps ”. This link would take you to the landing page, where after giving you more information about the e-book, you would be asked to leave your details (usually name and email) in exchange for receiving the book by mail.
With this, what we do is obtain your personal information to later contact you personally and in a personalized way, and in this way try to get you to purchase one of our products or to hire our WordPress design services.
Key elements in a landing page
Cannot have vanishing points
The main objective is that the user who enters our landing page reads the information on it and ends up carrying out the action we want.
To do this, we have to eliminate all possible distractions.
The main thing is to eliminate the menu and the footer canada telegram of the page , since many users can go there. And what you want right now is for them to pay attention to the product or service you are talking about.
It is also important to remove external links to other pages (except for the payment gateway, in case direct sales are being pursued).
Good titles
They have to be eye-catching (and if they can contain the keyword for which you would like to rank this page on Google, even better). Something that is very useful, and that at first glance is not very obvious and not everyone uses it, is the fact of focusing on the benefits for users instead of highlighting the categories of the product or service.
Texts written with copywriting techniques
As we explained in this article about copywriting or persuasive writing , one of the main tasks that the copywriter carries out is writing the landing pages.
And why?
Very simple: on the landing pages we have a very clear objective. We want to sell directly or we want to obtain the data of potential clients in order to sell them something in a second phase.
And with a simple text that doesn't connect with those people, you're not going to achieve much. We have to write about the product or service we sell in a way that potential customers feel attracted to it and see that by purchasing it they will solve a problem they have or satisfy a desire.
Call to action button or CTA
This is one of the main elements of landing pages. It should be in a striking button and be concise and direct. It has to be the element that, if you zoom out the page (make it smaller), stands out the most.
It is recommended to use action and instantaneous verbs, such as “BUY NOW” or “ACCESS THE COURSE NOW” .
If it is a long landing page, it is better to use more than one CTA. This way you remind the user that they can buy or take the action you want.
Contact form
You should only ask for the essential information so as not to be annoying. It is a good way to obtain, for example, email addresses, and to be able to send newsletters to leads (potential clients).
Ideally, put up forms saying “The name your friends call you” and here “Your best email” .
Testimonials
Very, very useful for generating trust . Ask your former clients, coworkers, etc., to write a short testimonial about what the product you offer is like, what it is like to work with you as a professional…
Display them in a very visible and attractive way, even adding photographs of the people to make them look more real.
Warranties
They provide an added level of security to the user, as they are given the impression that nothing is at stake.
In addition, they give the perception that your product or service is very good, as you have the confidence that they will try it and return it, something that would actually be detrimental to you.
If we translate it, it literally means “ landing page ”.
You may be hearing it for the first time, or you may have seen it somewhere before. Either way, you probably don't know what it's about.
If we also talk about the key elements that it must include for it to be effective, you feel even more lost.
Don't worry, we are here to clarify your ideas.
Throughout this article we are going to explain what landing pages are , the reasons for creating one of these pages, a detailed example of how they work, why they are a very powerful element for digital marketing strategies , and what are the key elements to take into account when creating one.
Oh! And since we love visual examples (and we know they'll work great for you, too), we'll leave you with some landing pages from online world leaders at the end to inspire you.
And without further ado, let’s get started!
What are landing pages?
Let's start at the beginning.
A landing page is a page that has a clear objective: to convert . That is, to get the user who visits it to take a specific action.
Users 'land' on this page after clicking on a banner or advertisement placed on another page of a website, or also through social media ads or Google Ads. You can also get there through Google's organic search, if you want to optimize it with SEO.
Throughout the landing page, users receive information about the product or service that the banner or ad promoted .
Landing pages are not isolated elements in a business strategy. They must be aligned with the digital marketing plan, and have a well-defined objective to know what you want to achieve with it.
Therefore, it is a way to promote your business on the Internet, to attract leads and convert them into customers. And it is proven to be a highly effective strategy to achieve direct sales or data from users who visit our website.
Why build a landing page: main objectives
The objective is different on each landing page , and it has to be very well defined in order to then measure whether it is being achieved or not.
These are some of the main goals you can set when building a landing page:
Direct sales : helps convert users into end customers
Capture emails
Pick up phones
Getting subscribers
Make a reservation for a product or service
Affiliation
And many more
Additionally, if the landing page is well optimized with SEO, it will appear more on Google and help capture more leads.
Example: How a landing page works
Imagine that you are a user visiting our website and you start reading a blog post.
At the end of the article, there is a call to action button or CTA (Call to Action in English) that says “ ACCESS OUR WORDPRESS COURSE NOW! ”. Since you are interested in the topic, you click on it to learn more.
Next, a new page opens where you can find all the information related to the WordPress course. You read it, and at the end it tells you to buy it through another CTA.
This would be an example of direct sales through a landing page .
Another option would be to follow a CTA from our blog to download an e-book with the title “ How to design a WordPress website in 15 steps ”. This link would take you to the landing page, where after giving you more information about the e-book, you would be asked to leave your details (usually name and email) in exchange for receiving the book by mail.
With this, what we do is obtain your personal information to later contact you personally and in a personalized way, and in this way try to get you to purchase one of our products or to hire our WordPress design services.
Key elements in a landing page
Cannot have vanishing points
The main objective is that the user who enters our landing page reads the information on it and ends up carrying out the action we want.
To do this, we have to eliminate all possible distractions.
The main thing is to eliminate the menu and the footer canada telegram of the page , since many users can go there. And what you want right now is for them to pay attention to the product or service you are talking about.
It is also important to remove external links to other pages (except for the payment gateway, in case direct sales are being pursued).
Good titles
They have to be eye-catching (and if they can contain the keyword for which you would like to rank this page on Google, even better). Something that is very useful, and that at first glance is not very obvious and not everyone uses it, is the fact of focusing on the benefits for users instead of highlighting the categories of the product or service.
Texts written with copywriting techniques
As we explained in this article about copywriting or persuasive writing , one of the main tasks that the copywriter carries out is writing the landing pages.
And why?
Very simple: on the landing pages we have a very clear objective. We want to sell directly or we want to obtain the data of potential clients in order to sell them something in a second phase.
And with a simple text that doesn't connect with those people, you're not going to achieve much. We have to write about the product or service we sell in a way that potential customers feel attracted to it and see that by purchasing it they will solve a problem they have or satisfy a desire.
Call to action button or CTA
This is one of the main elements of landing pages. It should be in a striking button and be concise and direct. It has to be the element that, if you zoom out the page (make it smaller), stands out the most.
It is recommended to use action and instantaneous verbs, such as “BUY NOW” or “ACCESS THE COURSE NOW” .
If it is a long landing page, it is better to use more than one CTA. This way you remind the user that they can buy or take the action you want.
Contact form
You should only ask for the essential information so as not to be annoying. It is a good way to obtain, for example, email addresses, and to be able to send newsletters to leads (potential clients).
Ideally, put up forms saying “The name your friends call you” and here “Your best email” .
Testimonials
Very, very useful for generating trust . Ask your former clients, coworkers, etc., to write a short testimonial about what the product you offer is like, what it is like to work with you as a professional…
Display them in a very visible and attractive way, even adding photographs of the people to make them look more real.
Warranties
They provide an added level of security to the user, as they are given the impression that nothing is at stake.
In addition, they give the perception that your product or service is very good, as you have the confidence that they will try it and return it, something that would actually be detrimental to you.