How to create a great and converting landing page

A landing page is a web page created with a specific goal: to welcome visitors to the site and convert their clicks into leads or direct purchases. It is therefore understood that they are a useful tool in any digital marketing campaign, because they represent a remarkable opportunity to receive traffic and increase the chances of conversion, regardless of the forms and types used. To fully exploit the potential of landing pages, however, we need to integrate them into an effective strategy that can truly maximize conversion rates. Today, let’s take a closer look at what a landing page is, how many types there are, and, most importantly, how to build an effective page that can turn users into customers.

What is a landing page: meaning and definition

Let’s start right from the basics, that is, from the translation of the English expression landing page: literally, the meaning is destination page, but one should not be misled by such a generic formula. In the abstract, any page could be considered a “landing page” for users arriving from other resources, such as Google searches, but landing page characteristics are much more specific and accurate.

Landing pages are, to be precise, web pages created specifically to convert visitors into customers or leads. They are designed to direct users to a specific action, such as signing up for a newsletter, purchasing a product, or requesting information. These pages differ from other pages on a website in that they are focused on a single objective and are optimized to maximize conversion.

It follows that a landing page is not the site’s homepage, product page, pricing page, contact page, or about us, at least from a “formal” point of view, because from a marketing perspective, landing page is a specific page that is designed expressly to achieve a goal, which may be to accumulate email addresses and other personal information of visitors, or to enable the download of a pdf file, registration for a webinar, or a direct purchase of goods or services.

The differences between landing pages and site pages

Let’s open a parenthesis on this last aspect: theoretically, there are many differences between the normal pages of a site (and the home page first and foremost) with landing pages. The latter can be much more specific because they take advantage of a fundamental factor: they are pages visited expressly for a reason, so we know what the intent of the buyer person visiting it is, and our job is to facilitate the transition from ad to conversion action, the transformation of the reader into a customer.

In contrast, a site’s home page and other canonical pages are more “vague,” so to speak, because they intercept a more heterogeneous audience and thus offer less specific content, which also gives the reader more room to navigate.

In a well-done landing page, the user’s possibilities are limited, because (our) interest is directed only to the fulfillment of the CTA and all content guides him or her to this destination; of course, it is necessary to mask this requirement in order to prevent the assumed path from being perceived as too abrupt, unpleasant or even dishonest, and therefore the potential customer from being discouraged from continuing his or her stay on the page.

What a landing page is for

Whatever the purpose of the campaign, it is important that the landing page be built and focused only around it, b