What is a landing page?

Definition

A landing page, also known as a lead capture page or destination page, is a web page specifically designed to grab the attention of visitors and encourage them to take a specific action. This action can be filling out a form, subscribing to a newsletter, downloading an e-book, making a purchase, etc.

A landing page is often used in targeted marketing campaigns, where the main goal is to convert visitors into leads or customers. Unlike traditional web pages, landing pages have more concise content and a layout more oriented towards conversion.

The utility of a Landing Page

Landing pages are a powerful tool for marketers because they:

Generate Qualified Leads: By focusing on a clear message and offering an action incentive, landing pages draw in visitors interested in your offer, increasing the chances of conversion.

Increase Conversion Rates: By eliminating distractions and focusing on a single objective, landing pages help optimize conversion rates and achieve better outcomes for your marketing campaigns.

Test and Iterate Quickly: Landing pages can be easily tested and optimized by using variations to determine what works best, allowing for continuous improvement in performance and optimization of results.

Best Practices for Creating an Effective Landing Page

Here are some best practices to consider when creating a landing page:

Clear and Concise Message

Clearly communicate the value proposition of your offer and highlight the benefits for the visitor.

Attractive Design

Use a professional and appealing design that showcases your offer and captures the visitor's attention. Use relevant and high-quality visuals. Consider using our Smart Templates for landing pages to create landing pages that reflect your brand and are optimized for conversion. As a reminder, Smart Templates enable you, with just the input of your website's URL, to generate a dozen landing page models in the colors of your site and dedicated to recurring use cases.

Here is the list of Smart Templates available for your landing pages:

• Webinar registration
• Presentation of a welcome offer
• Newsletter subscription
• Confirmation of event registration
• Whitepaper download
• Product presentation for an e-commerce site
• Contest presentation
• Loyalty program presentation
• B2B conversion page
• Referral offer presentation

Compelling Call to Action (CTA)

Use a clear and motivating call to action that guides visitors towards the desired action. Use impactful action words such as "Download Now," "Sign Up," or "Buy Now."

Lead Capture Form

If you have a Complete Suite license (access to all Suite applications) or you have a Pages and Forms license, consider including a lead collection form on your landing page. Only ask for the information you need (data minimization principle) and avoid making the form too long.

Mobile Optimization

Ensure that your landing page is optimized for a smooth experience on mobile devices, as an increasing number of visitors access the web via their smartphone or tablet.

Performance Tracking and Analysis

Use web analytics tools like Google Analytics to track the performance of your landing page. Analyze the data to identify areas for improvement and continuously optimize your results.