What is a landing page?

What is a landing page?

Landing pages are marketing tools – they are campaign-designed content pages designed to encourage users to take action. First and foremost, it is about increasing the conversion rate.

After clicking on a search result on Google or on an advertising material, the user reaches exactly this landing page, which contains all the information that the user originally searched for or expects after clicking on the advertising material.

What is a landing page?

A landing page is a page within your website where a visitor “lands” from an advertisement, an email or a promotional banner on your site, to take a desired action such as purchase, subscribe to a list, download a series of videos or sign up for a conference. The landing page is used to receive visitors instead of sending them to the home page.


An effective landing page clearly explains what the visitor will get and how to get it. It has no visible navigation menu, links to other pages or any other distraction that deviates from the desired action.

Landing page and its goals

The goals of a landing page are different for users and companies. The different goals result from the fact that companies offer content and users decide whether they consume it.

Landing page: users’ goals

User goals for using a landing page can be, for example:

•Registration for, for example, a webinar or service,
•Get information for example in the form of a white paper or the newsletter,
•Request test receipts for a product,
•Request an individual offer for a product.

Landing page: goals of the companies

Just like the users, companies are pursuing concrete goals with their landing pages. After all, these costs cause. Goals on the part of companies can be, for example:

•Generate sales through the sale of products and services (eg discount promotions),
•Generating leads through “trading” content against personal data (eg newsletters, competitions),
•Targeted control of visitor flows and user behavior in the shortest possible time from the landing page to the information expected by the user. That is, the scattering loss is minimized.

What types of landing pages are there?


When creating a landing page, you can focus on many actions for your visitor:

•Generate a lead
•Buy a product
•Book a service
•To arrange the first meeting
•Visit a real place
•Make a registration
•donate money

In essence, you can summarize these points in two major categories:

Lead generation – These are landing pages that focus on gathering contact information (mostly the email and the name). For this they use an input form as call-to-action. They are often used in B2B marketing.

Click-through – These are landing pages that a potential customer the offer before making tasty before him on through the sales funnel lead. For this they use a simple button as CTA. They are gladly used in the e-commerce area.

Key elements

Companies should appear on a landing page with a clear message, because the concrete goal is conversion. The site should therefore be lean and not overloaded, but clearly structured. In addition to a clean layout, you should also have an exact idea of the target group – because the landing page must immediately address the needs of the visitor in terms of content and arouse the willingness to want to deal even more closely with this special offer. The most important elements of a landing page are:

•Title – is the first element that leaps to the reader’s eyes, so it must be concise and captivating.
•Copy – the text (copy) of the Landing Page is important to understand the offer.
•Visual – the presence of a visual element, such as a photo or a video, is certainly recommended in an effective landing page.
•Call-to-action – an explicit and clearly visible call to action is essential for achieving the objective.
•Form (contact form) – if it is not a sales page, the contact form must be clearly visible.
•Lists – the list of benefits that the visitor will get by performing the objective action (purchase or completion of the form).
•Testimonials – it is important to reassure the potential customer / contact by including testimonials or reviews from satisfied customers.
•Menu (absence) – the navigation menu may represent an “escape route” for visitors, so in some cases it is good to delete it.

What is the difference between a landing page and a homepage?

Your home is there for it to give your visitors, who still does not know your business, in a short time a good idea of what it brings your business, what it does and what it uniquely makes. She should give him a nice overall impression. Ideally, there’s also a call-to-action for lead generation so your visitor does not disappear forever. In general, your home page is also overloaded with various distractions such. B. links. It’s just designed to invite you to browse.

Your landing page, on the other hand, has only one goal. Namely that the desired conversion is carried out. She has nothing that distracts from the actual action. Everything that distracts is like holes in a boat. As a result, you lose valuable attention and distract from the actual goal.

Your homepage should have many elements of a good landing page. But a homepage has several tasks. A landing page, however, only one . In the best case, you should therefore have a CTA on your start page that links to a landing page!

How do I use a landing page?


Users go to a landing page by clicking:

•on an advertisement in a search engine,
•on a so-called call to action on other websites or blog articles or
•on social media ads, such as Facebook advertising.

Depending on the intended action, this landing page must then include:

•a benefit / advantage argument that will make the visitor aware of what he can expect from the offer and what it will do for him (ideally in a short and succinct bullet point list – no more than five bullets),
•the call to action with the conversion goal,
•additional content that further explains the product or the target,
•if applicable, testimonials (user votes), which should be authentic and not 100 percent fake (see “Trust”),
•the response element as well
•Trust elements (consumer protection seal, privacy policy, etc.)

How is a landing page structured?

The landing page is the destination visitors reach when they click on a call-to-action in their blog post, newsletter, or social media posts. There it decides whether they give you their contact information or not. Therefore, it is best to optimize every single element of this particular web page for just that one goal.

The layout

A landing page should be clear, simple and clear so that it can be seen at a glance what the offer is all about. In order to avoid that the visitor is distracted from the only goal of the page – the conversion -, the creation of landing pages is generally done without elements such as page navigation, sidebars, and links.

The heading

On the Internet, the attention span of visitors is extremely short. Content is flown over rather than really read. The essential information on what kind of offer it is on a landing page should, therefore, be recognizable at first glance.

The headline is clearly the very first element of a page that catches your eye. Therefore, it is important that the headline describes the offer in question as clearly and clearly as possible. The reader has to know immediately: What will I get and what will I get from it?

The description of the offer

The short description text should take up the theme of the title and briefly describe the respective offer. The focus of the description text should be on communicating the benefits of the offer to the visitor. The question “What do I have of it?” should be answered as clearly as possible.

The use of pictures

Our brain processes images about 60,000 times faster than written text. So if you offer a free ebook, you can use the cover of the document for illustration. This is how (in the truest sense of the word) the visitor sees what he gets at first sight.

The form

The registration form is the central element of your landing page. Here it is decided whether a visitor becomes a contact or not. All elements of the page are only aimed at completing the form and converting the visitor. The form should therefore be clearly visible in the upper half of the page.

Consider the number of queried information: Visitors do not really want to reveal any information about themselves. Ask as much data as necessary but as few as possible.

For example, if you only query the email address, the conversion rate is likely to be higher than if you wanted to know your first name, last name, email, Twitter account, and the company website. On the other hand, with more information, you can, of course, create a more accurate profile of the potential lead.

It is important to keep the number of form fields in reasonable proportion to the information you need to minimize the risk of conversion.

The call-to-action button

Clicking on the button for submitting the form represents the last step in the conversion of the visitor. When designing the button, try to create a link to the offer and to use action requests. For example. “Download free whitepaper now!” instead of “Submit”.
15 tips for the perfect landing page

1. No navigation

Hide the main menu of your website. Your visitors should not just click somewhere else, but fill out the form on your landing page. Likewise, further links have lost nothing here. “Themes that you might like” or social sharing are on the Thank You page.

2. Meaningful title

Give your landing page a meaningful headline and subheadline. Similar to blog posts, the headline is often the first or last thing your visitors see. If it is boring or meaningless, visitors will immediately leave the site without completing the form.
Make a promise with your headline. For example, “How to read more books.” The subheading specifies your promise: “The World’s First Speed Reading App.” You Can Emotionally Emphasize Your Headline “Why Some People Can Read Up to 5 Books Per Week.”

3. Lists

We, humans, love lists. They are clear and memorable. Describe the key advantages in the form of bullet points and help your visitors quickly recognize why you absolutely need your offer (in our case an ebook ).

There are 3 golden rules for this:

•Tell Your Visitors Exactly What They Offer You
“In this eBook on Business Blogging, you’ll learn how to optimize blog posts to increase your website traffic.”
•Show your visitors why they should have this offer
“This ebook will help you turn customers into blog visitors.” (The offer must be so good that visitors would be stupid if they do not use it.)
•Tell your visitors what they need to do
“Fill out this form to download the free ebook.”

4. No buzz words

We know these sentences from the advertisement “Now and only for a short time!”. But we also learned to ignore you. Be honest and tell your visitors in a nutshell what he thinks about your ebook.

5. A/B testing

You should operate landing pages in several variants in parallel in order to be able to optimize them in the course of your campaigns. You can then use a measurement and corresponding analysis to determine which variant or combination of image, text, coloring/background and layout works best with which ads. This procedure is called A/B testing. If, over time, a clear winner variant has emerged, it receives the most traffic because it can be expected to generate the most conversions.


All this of course only if you want to convert your traffic into customers or sales. If not, you can save yourself the content creation, the ad design, and the target group definition and actually your entire website at the same time. The “emergency solution” of simply directing traffic to your own homepage has never proven its worth.

If you want to use online marketing methods such as PPC marketing or inbound marketing, landing pages are unavoidable anyway. With both methods, the helpful pages serve to generate leads. With the inbound method, they are used in the course of the customer journey to further expand the prospective customer relationship (“lead nurturing”).

Would you like to learn more about inbound marketing? Read all about the implementation of an inbound campaign using a concrete practical example – download the case study now!

A / B tests should not be haphazard. Before each test is a hypothesis, quasi a justification for the change with the expected result. A simple hypothesis could be: “A red form button converts 1.5% better than a blue one!”. During the tests different tracking solutions will help you again . They show you where to click, when someone leaves your landing page, and they provide you with key metrics for your KPIs (Key Performance Indicators).

On the basis of this information, you will continue to improve the performance of your landing page. The conversion rate is on average between 2-4%. With optimizations that can be increased even more. Really good landing pages can do a lot more here. After a few tests, you will be successful with your landing page and get a feel for how your target audience is ticking.

6. White space

Between the individual elements, you need room to breathe. Your landing page should look great, but not confusing. If you want to pay attention to an area, leave enough white space around it. This makes reading easier for your visitors and avoids a flood of information.

7. Photos

Use a photo that arouses the interest of your visitors. Photos relax the text and, if you are well-chosen, can trigger desired emotions. If you are looking for photos, you might be interested in this post.

8. Above the fold

A design rule that is no longer so serious is called “Above the fold.” What is meant is that the most important information should be displayed first, not just when scrolling down. But since we are now surfing with so many different devices (laptop, mobile phone, tablet), all of which have different resolutions, that hardly matters anymore.

9. Arrows / signpost

Make it as easy as possible for your visitors to come to your ebook. If necessary, use arrows and a giant button.

10. Form

The most important and at the same time most sensitive point of a landing page is the form. A common mistake is to get too much information right at the beginning. But let’s be honest: Who likes to give away too much information? The more information you query, the fewer visitors will complete your form. Our rule: Just ask for as much information as you need.

You should definitely ask for the following information:

•First and last name (obligatory)
•Email address (obligatory)


•phone number
•Company name
•Number of employees
•Corporate sector

Another rule is, the bigger the offer you make, the more information you can query. If you offer one-page templates for printing, the email address is sufficient. An extensive whitepaper or webinar should be asked about the company.

11. Call-to-action

Call-to-action, that’s what we call the button in the marketing language that a visitor has to click in order to get a download, for example. The Call to Action (CTA) should be clearly visible and above the fold (see above). He should express a clear call to action. For example, at the end of this post: “Learn useful tips for producing online content.” – Download Ebook Now ”

The color of your CTA should be in contrast to your remaining landing page. Our CTAs are mostly red or gray. The button should be prominently displayed on the page and not in the sidebar, otherwise it looks like a banner ad.

12. Thank You, Page, or Email

After your visitor has clicked the call-to-action, he either goes to a page where he can download the ebook, or he gets it emailed. We use the first variant, the so-called Thank You, Page.

The advantage: You get the ebook immediately with just one click. Emails often have a delay or they end up in the spam filter. For some customers, we also use the email variant. Especially if we notice that the form only wrong email addresses are given. It’s best to test both and choose the method that works best for you.

Example of a Thank you Page:

13. Privacy

Pay attention to the legal provisions regarding the storage and handling of personal data. Therefore, prior to submitting the form of a landing page, please alert visitors to your privacy policy. So you are legally protected.

14. Analytics

If you’ve met all of the above best practices, you should still test your landing page. We recommend an A / B testing, where you test over a longer period of time, two different versions, with different texts and elements. Pay attention to simple things, such as the color of the call-to-action. You will be amazed at the effects of some small changes.

The best indicator of a successful landing page is the conversion rate. The conversion rate is the percentage of how many visitors landed on your page, and how many actually submitted the form in relation to it. Your goal should be well above 30%. That means more than a third of the visitors who land on your landing page should actually submit the form.

15. Editor

There are several ways to create landing pages. It is important that you comply with the above best practices. Once a template is created, it is a few minutes’ work. The time can then be used for important things, such as matching headlines and listing the benefits.


Landing pages are among the most important components of the inbound marketing process. You are the linchpin on which decides whether a potential customer makes contact with you or disappears again in anonymity. It is therefore advisable to regularly put the effectiveness of a landing page to the test.

If you succeed in driving many visitors to your landing page – but the number of conversions is negligible – then you know it’s time to think about optimization opportunities.

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