What is a landing page + tips from a professional

As a business owner, you know that getting more leads is important for your growth. But spending even more money on advertising campaigns or posting even more on social media would be beyond your marketing and time budget.

But that doesn't have to be the case.

It is much more important that at the end of every advertising campaign - i.e. after a click on your advertising material - there is a landing page with a high conversion rate. A website that has been specially developed so that every visitor becomes a lead (and then hopefully a customer).

Let's take a look together at how this works.

What is a landing page?

A landing page is usually a page that visitors land on after clicking on an advert or other traffic source - for example, interested parties are redirected to the landing page when they click on your Google AdWords advert, Facebook advert or Instagram advert.

But other links, such as in blog posts, newsletters, marketing emails, social media posts or any other advertising medium such as search engine results, banners or a guest post can also redirect to a landing page.

What is the purpose of landing pages?

A landing page is a website that only ever serves one purpose:

To "motivate" visitors to perform a predetermined action

This can be the collection of email addresses or other information from website visitors, but also the purchase of a product or the execution of another action such as a call or enquiry via a contact form. The purpose is therefore to generate leads.

It is important that there is only ever one goal and not several - a product, a call to action, a newsletter, an offer.

When is a landing page useful?

A landing page is useful if you want to draw attention to a single action or a solitary product - without distraction.

The best way to do this is to:

1. Putting the visitor in the right frame of mind
2. Directing their attention exactly where you want it to be
3. Creating urgency for immediate purchase/action

How does a landing page work?

A landing page works quite simply. At least in theory.

1. Interested parties come to the page.
2. They are convinced by your offer.
3. They click on the button.

For this to work in practice, your landing page should fulfil the following criteria:

What belongs on a landing page? what elements must be present on perfect landing pages?

Depending on the goal of the landing page, it should contain the following elements:

• An attention-grabbing headline (with the most important customer benefit)
• A list of additional benefits or a statement that puts the user in the foreground
• A graphic representation of the offer, an appealing image or video
• A form for the newsletter entry or to collect the email address
• A crystal-clear call to action
• An eye-catching button
• Testimonials and other social proof elements

Landing page example

Here is an example of one of our landing pages:

As you can see, it contains many of the required elements. Unfortunately, we still have many links to other pages. We should hide these.

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How do you create or build the perfect landing page?

You have three options.

1. You use a landing page generator
2. You build it using a plugin (if you have a CMS-based website such as WordPress or Joomla)
3. You build your landing page yourself

Create landing pages with landing page generators

There are numerous landing page generators on the market under various names such as Landing Page Designer or Landing Page Builder. I will briefly list three of them here as examples, but without evaluating them.

1. HubSpot Landing Page Designer

HubSpot 's landing page designer is characterised by its ease of use, quick page creation and personalisation options.

Thanks to the drag-and-drop editor, which allows you to arrange various elements on the page even without programming knowledge, and the wide range of templates, even beginners can quickly create decent landing pages.

As a user of the free product, you can create up to twenty different pages with the various modules such as forms, images and videos. Particularly interesting: the meeting module, which allows interested parties to make appointments directly on your website.

2. GetResponse

GetResponse is a powerful and user-friendly email marketing software that allows you to create responsive landing pages with little effort. To use the full range of functions, you need to subscribe to the Pro version.

The user interface has intuitive functions, such as the built-in analysis function, which you can use to track the success rates of your campaign or how many people click on the PayPal button that can be integrated.

3. Leadpages

Leadpages was one of the first services to allow anyone to quickly create high-converting landing pages.

With Leadpages, you can create landing pages quickly and easily. It's easy to use and powerful, so you can create fantastic looking landing pages even without any web development experience. This means that even complete beginners can create beautiful, professional-looking landing pages in minutes.

Landing page plugins for WordPress

Landing page builder plugin from PluginOps

The Landing Page Builder plugin from PluginOps makes it really easy to create responsive pages, layouts and landing pages.

With the intuitive drag & drop user interface, you can move any element or rearrange rows with just one click. It's specifically designed to quickly create beautiful, well-designed landing page websites that are compatible with all browsers - no tedious coding required!

Landing Page Generator by Unbounce

With the Unbounce Landing Page Plugin for WordPress, you can create fully customised campaigns and publish them on your existing website.

How to publish landing pages on your WordPress website:

• Create your landing page in Unbounce.
• Publish your page in WordPress with the plugin.
• Manage all your WordPress landing pages via the plugin's interface.
• Edit and update all your landing pages via the Unbounce Page Builder - these are automatically updated on your WordPress site.
• The WYSIWYG builder allows for quick and easy page editing.

"With this landing page plugin for WordPress, you can launch a landing page on your own domain without having to talk to the IT department," says the provider itself.

Build a landing page yourself

If you don't want to use the options mentioned above, perhaps because you want to design your landing page yourself, you can also build your landing page yourself.

To do this, you either need programming skills or someone who has these skills and can do it for you.

Another option for building your landing page yourself is to use page builders such as Elementor for WordPress or SP Page Builder for Joomla.

What are some common mistakes people make when creating landing pages?

A landing page is a one-page website that has only one goal - to convince website visitors to take an action (conversion).

This means that every element on a landing page should have the purpose of leading website visitors to conversion.

From headlines and sub-headlines, images, call-to-action buttons, interactive elements (forms) etc... You need to think about how you can design each element of your landing page to make it as compelling as possible. This is not only important for first-time visitors, but also for returning visitors. Your goal should always be: "How can I convert more people?".

Here are some common mistakes that are made when creating landing pages:

1. Not targeting your audience
2. Advantages and benefits are not communicated
3. No meaningful graphic elements
4. Too many features, too few benefits
5. No clear call to action
6. No objection handling
7. No social proofs or testimonials and references
8. No clarity, too much distraction
9. Outbound links to other websites or social media

Landing pages & search engine optimisation (SEO)

Basically, visitors to the landing page come from a wide variety of sources. In most cases, these are specially designed online marketing campaigns with a call to action (CTA) whose click redirects to the landing page.

However, a click on an organic search result can also lead to a landing page. It can therefore do no harm to increase the visibility of the entire website and the articles, at least in the largest search engine (Google).

Landing pages & online shop

Do I need my own landing pages for an online shop or are the normal product pages not enough?

Both, as well as.

If the traffic, i.e. the visitors, comes via search engines, it is sufficient to redirect them to a product page.

However, if the visitors come from marketing campaigns that are aimed at a specific target audience, landing pages that are precisely tailored to this target audience should also receive the visitors. This significantly increases the conversion rate because users are addressed in a targeted manner.

How much time and effort is required to create a conversion-optimised landing page?

Creating a conversion-optimised landing page takes more time than building a normal website. The main reason for this is the particularly intensive target group analysis. This can take anything from several hours to several days.

What else should you know about landing pages?

Landing pages are every company's secret weapon. They help you improve conversion rates, increase sales and generate better leads by catering to the exact needs of your target audience. In fact, this is so important that many marketing experts consider landing pages to be one of the most important factors for business success!

With that said, the next question is actually superfluous.

I'll ask it anyway.

Is it worth investing in a landing page?

A landing page should be created if you plan to expand your customer base, promote a specific product or service to generate leads and sales for your business.

If these things are important to you, a landing page is a worthwhile investment. Just give it a try. With the tips and information I've given you in this article, you should have no problem creating one. The results will surprise you!

Do you need help creating and optimising your landing pages? Then feel free to contact us. Send an email to This email address is being protected from spambots. You need JavaScript enabled to view it. call us on +43 1 353 2 353 or send us your enquiry using our contact form.