This is the most comprehensive guide to understanding what a landing page is, its main features, and its most common uses.

We'll analyze its content structure, functionality, value in marketing campaigns, and the differences with traditional websites.

In addition, we'll learn which elements should be displayed based on the objective we want to achieve and how we can apply these concepts to our own business.

>>> I WANT MY LANDING PAGE <<<

What is a landing page?

A landing page (also called a destination page) is a simple, single web page designed specifically to capture the user's attention and lead them to a call to action or CTA in order to "convert visitors into potential customers."

These pages generally seek to capture prospects or leads by providing some value (discounts, promotions, free trials, ebooks, etc.) or through a contact form.

They can also be pages whose function is to help the customer in their purchasing decision process.

In this case, they contain calls to action to close a sale or achieve their conversion goal (they are called Click-through landing pages).

Why have a landing page?

Mainly because we want to sell and make ourselves known, focusing the point of interest on a single, specific objective and without distractions.

According to statistics from emarketer, 98% of people who visit a website leave without doing anything!

That is, they don't register, they don't buy, they don't make inquiries, they don't donate... they simply leave and it's very likely they'll never return.

This is undoubtedly an alarming figure and indicates the need to improve the effectiveness of this potential customer's purchasing decision-making process.

We can say that an average conversion rate of 2% is not enough to drive traffic to the website.

There's not much point in getting visitors without converting them into positive actions, and that's a warning sign that something isn't working right.

Well thought-out strategies

Many companies spend their advertising money poorly because they don't have a landing page that allows for efficient conversions.

A landing page doesn't guarantee anything if it's not backed by a marketing campaign with clear objectives, but it does allow us to evaluate whether advertising strategies are working or not.

Therefore, before developing a landing page, we must clearly define our objectives and develop guidelines and criteria to achieve them.

Finally, define what tasks we want visitors to do when interacting with our landing page.

This strategic work is key and will help us identify which landing pages should support our digital strategy.

A practical example

I always like to compare the topics I cover in my blogs with aspects of everyday life.

This allows me to explain them in simple words, free of technical terms that not everyone can understand.

Let's look at a specific example that many of us have probably seen at some point.

Let's say we're opening a new gym in our neighborhood and we want our neighbors to know about us and join us through some kind of promotion.

We design and print some flyers with our gym logo, some attractive photos, contact information, and an exclusive offer that says: “Grand Opening Promotion. Invite a friend. Show this flyer and get 2, pay 1.”

We hire promoters wearing caps and T-shirts with our brand, who distribute flyers on nearby street corners for a few days, and we wait for new customers.

So we have a graphic element (printed flyer), a company (our gym) and a value delivery (2 for 1 promotion)

Taking this example to the topic at hand, the flyers are our landing page, and the street corner promoters are our digital media publications.

The difference is that they are always present everywhere, and the conversion is direct from the user's mobile phone.

What does it mean to turn into action?

Conversion is a fundamental term in digital marketing.

It is the process by which a visitor or prospect performs a specific action that meets the objectives of a marketing campaign or strategy.

Therefore, converting into action is guiding the user to perform that action.

And how do we do it? By driving them to fill out a form, subscribe to a mailing list, request information, download documents, or make a purchase.

A landing page is a digital marketing tool that can provide valuable information for developing sales strategies and understanding our target audience.

We seek to attract the user's attention and invite them to interact with our website.

A mere spectator who comes in, looks, and leaves without doing anything is of no use to us.

That's why our landing page should have buttons that invite action (CTA), user participation, and interaction.

In this way, we are subtly inviting them to provide us with the information we need to convert visitors into customers and achieve specific business objectives.

In short, conversion occurs when a user goes from being a simple visitor to becoming a potential or actual customer.

This concept is crucial because it represents the success of our marketing and sales strategies.

Measuring conversion rates allows us to evaluate the effectiveness of our campaigns, improve the user experience, and increase return on investment (ROI).

We can very simply graph this marketing concept through the phases of the "Conversion Funnel"

We land… but where do we take off from?

If we talk about destination or landing, we must not forget the "origin", since we always start from some point. This origin consists of where we should show our landing page,

We will create content that allows us to include our landing page URL in various media.

We must be aware that a landing page is always published "outside" the structure of our website, and thus attracts visitors from other platforms to our own interests.

This can be through an advertisement or content published on the internet (blog, social media, etc.) or through a QR code that directs the user to our website from their cell phone.

We won't go into this in detail because it's not the focus of this post, but we should consider integrating our landing page with various tools such as Google Analytics, Facebook Pixel, CRM, or similar.

In the following example, we see how a traffic source published on a company's Instagram profile directs the user to the product landing page.

Features of a landing page

A landing page is autonomous and has an entity in itself.

It's not linked to the main website menu as just another section, as visitors will arrive from external advertising or digital content.

Despite this, it's a good idea to optimize them for search engines (SEO) so that they also attract traffic on their own.

The following are the main features that a good landing page should have:

• Clear objective: Define what you want to achieve (generate leads, sell a product, etc.) and make sure it is measurable.
• Target Audience: Know your ideal audience and adapt the content and design to their needs and interests.
• Single-Goal Focus: Design a landing page for each individual goal. No distractions or complex navigation, just focus on the desired action.
• Clean and attractive design: The page should be visually appealing and easy to understand. A clean, professional design with high-quality images and videos will help capture attention and improve the user experience.
• Persuasive content: Use clear and concise language that highlights the benefits of the offer and addresses the audience's needs. The text and images should convince the user to take the desired action.
• Advertising hook: Content must be attractive and treated as advertising objects that generate feelings of desire and urgency.
• Call to Action (CTA): A button or link that clearly indicates what the user should do (buy, register, download, etc.)
• Capture form: If the goal is to generate leads, a simple form should be included to capture users' contact information.
• Conversion Optimization: Elements such as forms, buttons, and design are geared toward maximizing conversions and improving the user experience.
• Social Proof: Include testimonials, reviews, or case studies that increase the credibility and trust in your offer.
• Mobile Optimization: Use responsive design to ensure readability and performance on mobile devices.
• Eliminate distractions: Avoid links that take the user off the page and minimize irrelevant information.

Differences between a landing page and a home page

Unlike a homepage, which can contain different thematic sections accessed through a menu, a landing page focuses on a single, specific action.

This action may involve completing a purchase or registering, preventing the user from having to navigate the entire site to find the information they need.

A landing page eliminates distractions and simplifies content to guide visitors toward conversion, presenting a clear and prominent call to action that makes the task easier.

Therefore, the primary goal of a landing page is conversion, while a website provides a comprehensive and generalized experience.

Furthermore, a landing page, being a page that addresses a single topic, favors web positioning (SEO).

It allows you to apply specific keywords limited to that particular topic in titles, text, and images, making them easier to find in search engines.

We can summarize the concept as follows:

What is a landing page for

A landing page allows you to measure and analyze the success of a marketing campaign and make adjustments to improve its performance.

It also makes it easier for us to create a contact list that we can use to track leads and use various tools to retain them.

When designing a landing page, we must establish its objectives and set a standard for results, whether it's new subscribers, downloads, or shares.

This is especially important in paid advertising campaigns, where every click has a cost.

Una landing page va dirigida a un público específico que debemos conocer con anticipación.

Its effectiveness lies in our ability to speak to our audience through valuable content to convert them into leads.

It's important to remember to create a dedicated landing page for each offer to eliminate distractions and increase conversion rates.

Two or more products should never be included on the same landing page.

By offering a clear focus and a direct value proposition, it improves the chances of success in advertising campaigns and lead generation strategies.

Objectives of a landing page

We can summarize the mission of a landing page in a few items, which we list below:

• Capture potential clients: Request contact information through forms.
• Generate sales: Promoting a product or service and directing the user to purchase.
• Register users for events: Offering the possibility of registering online.
• Marketing campaign: Offer a special discount or promotion.
• Social Media Advertising: Directing users to a page where they can download a free resource in exchange for registering their email address.

Most common uses of a landing page

As we mentioned before, a landing page is primarily used to convert visitors into leads or actual customers.

It is a versatile and powerful tool for directing web traffic toward specific actions and achieving defined marketing objectives, such as completing a form, making a purchase, registering for an event, or downloading a resource.

Additionally, they are used to promote products or services, collect customer data, generate leads for advertising campaigns, and evaluate the success of marketing strategies.

Here we detail some of the most common uses of landing pages:

Lead generation

Landing pages are effective for collecting contact information from visitors through forms.

This information is used to create potential customer databases and for targeted marketing campaigns.

Some examples of uses include downloading an ebook, subscribing to a newsletter, or registering for a webinar, among others.

Promotion of products and services

Landing pages highlight the advantages and benefits of a specific product or service.

They guide the visitor toward the purchase or contract through a focused and clear design.

They can be used for special promotions, limited offers, or flash sales.

Advertising campaigns

Landing pages are essential for measuring the success of online advertising campaigns, as they allow you to track conversion rates.

They are useful for directing traffic generated by ads on social networks, search engines, and other advertising channels.

They ensure that traffic directed to your website converts into customers or leads, optimizing your return on investment (ROI).

Events loging

They centralize the registration process for events such as online courses, webinars, conferences, joining a community, etc.

They generate interest among potential attendees and facilitate online registration.

Market tests

Landing pages can be used to test market response to a new product or service before its official launch.

They allow you to collect data and feedback to adjust your marketing strategy.

Thank you pages

They are used after a visitor has completed a desired action, such as a purchase or registration.

They are useful for thanking the user and confirming the action, as well as offering them the opportunity to interact further with the brand.

Anatomy of a landing page

For a landing page to be effective, it must be well-structured and contain certain key elements.

These components work together to guide the visitor toward the desired conversion.

The main parts of a landing page include:

• Main Title: Should be prominent, clear, attractive, and effectively communicate the value of the offer, encouraging the user to continue reading.
• Subheading: Complements the title and provides more details about what is being offered. It should support the main value proposition and reinforce the importance of the offer.
• Value proposition: This is the key statement that describes why the offer is valuable to the visitor. It should highlight the benefits and solve the user's problems or needs.
• Short paragraphs and bullet points: Makes the content easier to read and understand.
• Benefits and Features: Detailing these aspects of your product or service helps convince visitors of its value. You should focus on how your offering can solve problems or improve the user's life.
• Images or videos: Visual elements help attract attention and can make the offer more attractive. Use compelling, high-quality visual content to reinforce your message and generate emotion.
• Capture form: If the goal is to collect contact information, the form should be simple and ask for only essential information. A long form can discourage users and reduce the conversion rate.
• Llamada a la acción (CTA): Debe ser claro, visible y utilizar un lenguaje persuasivo que impulse a los visitantes a realizar la acción deseada. Ejemplos de CTA incluyen «Descargar ahora», «Solicitar una demo» o «Comprar ya».
• FAQs: In some cases, it may be valuable to include answers to frequently asked questions to provide confidence to users.
• Social Proof: Including testimonials, reviews, or case studies can increase the credibility and trustworthiness of your offer. Social proof demonstrates that others have found value in your offering, which can motivate visitors to take action.
• Guarantees or assurances: Offering guarantees or a money-back policy can reduce perceived risk and increase user confidence in the offer.
• Recommended reading: We can include links to articles related to the topic we are offering.
• Footer: You can include additional information such as contact information, links to privacy policies, and company details.

We are going to develop some of the elements presented above:

The determining role of the Hero

We call Hero or Header the first screen that anyone who enters our landing page will see.

It is the first impression that will determine whether or not we are of interest to the person browsing.

The average time it takes for a user to decide if we're worth their attention is 5 seconds, and in that time we must convince them that we're the solution to their problem.

To do this, we must quickly and directly answer 3 questions:

• What do we sell?
• How does it improves our client's life?
• How to buy? (Call to action)

The problems our potential client suffers from

We must think about what pain our client is suffering that we can solve.

The second thing the interested party will read after the header will be a demonstration of empathy. Something like "This brand knows how I feel."

We need to demonstrate empathy and authority, but not through our own actions, but rather by putting ourselves in the other person's shoes.

This requires a deep understanding of our audience and their motivations for consuming the product or service we offer.

The value we have

The value proposition must answer a question: What benefits will our customer enjoy by purchasing our product or service?

We must be careful not to go into too much detail when listing all the benefits we offer.

It is proven that the human brain only retains a limited amount of information.

A list of three or four of our brand values that provide credibility in relation to the issue and differentiate us from our competitors is enough.

Establishing authority

It's time to establish authority and more empathy.

In this section we must achieve credibility.

We can describe our years in the market, recommendations, testimonials, representative results, or awards we've received.

Without being ostentatious, we must make it clear that our product or service is serious and is the solution the customer needs.

The product or service + its price

On the first screen we already described the product in a few words.

Here is the time to better describe what our product is about, with its possibilities and variables.

We can include the price, and while it may scare some people away, it will likely generate higher-quality leads, as it filters out interested parties who aren't willing to pay our price.

Demonstrate how easy it is to buy from us

Explain how easy it is to take the first step and buy from us.

Encourage the customer to click and convert from the comfort of their computer or mobile phone.

Resolve all possible doubts

A section that takes into account the main objections someone might have to buying from us and answers them.

The most classic format is the Frequently Asked Questions (FAQs).

This way, the most hesitant lead who has read the entire page will find more reasons to decide to confirm the action.

Offering a lead magnet

We don't expect to get something from someone who doesn't even know us if we are not willing to give something in return.

How much does it cost for a lead to open a communication channel with us?

One of the game-changing secrets to generating leads that ultimately lead to new customers is delivering a lead magnet, which consists of content offered free for the first contact.

For example: “With your first online purchase of a 3-pack of beers, we'll give you a free coaster”, and of course these coasters will have our logo printed on it.

Minimum forms

The form is the final line for a person to become a lead.

It has to be easy to find and should ask for as little information as possible.

Users hate filling out long forms with irrelevant data, and this often makes them feel their privacy is being invaded.

Sometimes it's better to just ask for the name, email, and phone number to ensure a better conversion.

If necessary, we may add any relevant fields to improve the user experience with our products, but no more than that.

You can also use social media logins like Facebook or Twitter to simplify things for visitors.

A study published by QuickSprout shows how the conversion rate increased by 120% by reducing the number of form fields from 11 to 3.

Mejores prácticas para diseñar una landing page

Landing pages are key to improving the efficiency of our digital marketing, as they allow us to increase conversion rates for the same number of visits.

That's why it's important to optimize these pages by following some of the best practices listed below:

Single column pages

This simplifies the page and helps comply with the “one page, one purpose” rule.

Using more than one column will not only distract visitors, but it will also make it difficult to view properly on mobile devices.

It is not advisable to add links that take the user to other sections that take them away from the place that has taken so much effort to attract them.

Increasing trust with references

A landing page should inspire confidence in visitors, and this can be achieved by including testimonials from other satisfied customers, reviews, and ratings.

Stay focused

The fewer choices the user has, the better!

The idea is to limit calls to action to one, so as not to make them compete and compromise the visitor's attention.

Even the headline may repeat or closely resemble the ad copy or content that brought the visitor to the page. This includes the appearance and design (look and feel).

Call to action

The call to action (CTA) should be obvious and easy to find, using a button that should be visible and in contrasting colors.

Images and videos

The use of photographs and videos can be of great help in visitors' purchasing decision-making process, as long as they are geared toward decision-making and building trust.

It is recommended to use multimedia content that "engages the user" and makes them feel an active part of the product, demonstrating closeness, empathy, and accessibility.

Loading speed

One of the most important aspects of a landing page is that it is lightweight.

Fast loading is rewarded by search engines like Google and will allow for a better user experience that results in fewer bounce rates.

To make our page lightweight, we must optimize the use of images as much as possible and avoid loading unnecessary content.

How to evaluate the effectiveness of the landing page

Various studies show that landing pages that achieve the best conversions are those that can answer the following questions:

What is our product and what does it offer?

This question should go at the beginning of your landing page and can be answered in two different ways:

• Creating a clear promise in the headline, for example: “Learn about the 4 factors that will increase your sales in digital marketing.”
• By producing a video sales letter where, in just a few minutes, we address our ideal customer's deepest pain points and frustrations, and how our product can seamlessly solve them.

Does our product generate confidence?

This is a very important part that our landing page must fulfill.

Nobody would buy a product of dubious reputation.

To demonstrate trust there are different options:

• Testimonials: Posting testimonials from people who have already achieved their goal thanks to our product will help convey trust. It's not recommended to delete bad reviews, as these help lend credibility to the ratings. No one believes in products that have 10 out of 10. Most people, upon seeing these, think the ratings are fake.
• Offer a guarantee: Another option is to give a guarantee to our prospect, but if we offer this we must be sure that we can effectively fulfill the promise.
• Evaluation: We can include on our landing page that customers can evaluate our products through ratings, reviews, or be allowed to leave comments about them.
• Awards: If our product has won an award, it's very beneficial to mention it. Most people immediately trust an award-winning product because it's associated with quality and good results.
• Press articles that talk about our product: If anything inspires confidence in people, it's seeing products in traditional media.

What transformation will a customer undergo if they use our product?

This is a point that most people don't know how to capture on their landing page.

Many people use aggressive copy that, instead of helping close a sale, creates more doubts for the prospect.

For example: “Lose up to 5 kilos in a week without dieting, without suffering from hunger and without rebounding.”

Does that kind of text give you confidence?

Of course not, because there are thousands of products that offer that, and I dare say none of them deliver what they promise.

A more appropriate and realistic copy would be: “Your wedding is coming up and you need to look good and healthy. With this diet plan, you'll see results from the first week and without rebound.”

It's practically the same, but much less aggressive and exaggerated, so there's a greater chance that the customer won't close and will continue browsing our landing page.

El secreto de esto es saber qué quiere nuestro prospecto y no exagerar en la promesa.

Is the product right for the person reading it?

It's very common for people who visit our landing page to wonder if the product we offer is really for them.

There are two options to answer this question:

Literally add a section called “this is for you if…” and describe our avatar’s wish in bullets.

For example:“This product is for you if…”

• You need to always be in communication.
• You don't know which brand to buy.
• You don't want to invest too much money.

The second option is to express the same thing, but in a short text where you explain the idea.
For example: “This is your new mobile phone to always be in touch at the best price on the market”

Should I buy it now or leave it for later?

We may have the best offer for our prospect, but there is still a high probability that the customer will have the thought of “I will buy it later.”

If we allow them to leave our landing page without making a purchase, they will almost certainly NOT buy anything later.

That's why it's important to add an irresistible offer or an element that triggers a sense of desire and urgency in our prospect's mind.

This is based on presenting the user with an offer that seems unique and cannot be missed.

For this, we can add free bonuses or limited-time discounts to create a sense of urgency and convenience for immediate purchase.

The prospect will want to take advantage of the offer and make the purchase before the limited time expires and the bonuses are no longer part of the offer.

In addition, we can add special discounts.

For example, a 2-for-1 promotion that will be valid only on the weekend, or a 30% discount that will last only three days for online purchases.

Final conclusion

I hope you enjoyed this article and understood the importance of having a landing page for your own business venture.

We've reviewed a wide range of options and concepts that will surely be useful to you when tackling your digital marketing project.

If you're interested in creating your own landing page and think I'm the perfect person to develop it, don't hesitate to contact me.

In the Related Articles section below, you will find some articles with specific topics that complement the one you just read.

I invite you to read them, share them and leave your comments if you wish.
Thanks.

>>> I WANT MY LANDING PAGE <<<