Landing Page: what it is, benefits and how to create

In an Inbound Marketing strategy, the main objective is to attract the right people to certain communication channels such as websites or blogs.

The next step is to encourage these people to consume more and more content and end up converting, becoming customers. So, for this conversionhappens, there is no better strategy than the use of Landing Pages.


What is a landing page?

These are landing pages or capture pages with the aim of getting conversions. As a rule, these conversions are generated by filling in a form theyto register for events, receive e-books, infographics, planning files or any other content itthat contains sufficient value to merit the provision of your data.

Now that you know what landing page is, we move on to the next topic: its benefits.


Benefits of creating a Landing Page

Facilitates Lead Scoring

Olead Scoring is a way of prioritizing Leads that have the most potential, through a ranking according to interest and possibilities of closing a conversion. For example, subscribing to a newsletter is valued less than downloading an e-book.

Segment the contacts

Taking into account the information requested or the materials made available on the Landing Page, the differences between the people who are in the purchase journey can be perceived. After this analysis, lists with similar interests are created with the aim of increasing conversions.

Decrease customer acquisition cost

Getting information from customers is complicated and requires a huge effort from the marketing and sales team, through emails, meetings and presentations. And, as a consequence, this all comes at a high cost.

Through the Landing Page, it is possible to have access to all the relevant information of a lead for a later contact. In this way, costs are considerably lower compared to a common offline customer acquisition strategy.

Now that you know exactly what Landing Pages are and their benefits, it is essential to understand which category of elements are essential to have on that same page.


Main Elements of a Landing Page

Titles and subtitles

8 out of 10 people who enter a landing page only read the title and 2 out of 10 read the rest of the page.

Taking into account this data, the title has to be simple, clear and direct to retain users and to help them understand the value proposition.

Subheads give more information about the offer to help the user understand its value and be convinced to take positive action.


The choice of colors must be done intelligently so that there is harmony with the company’s visual identity and, at the same time, contrast so that the user can read the texts, visualize the images and easily understand the content, especially the elements that we want to be more prominent.


As the saying goes: “a picture is worth a thousand words”, and on a Landing Page this fits perfectly.

Images should help communicate the offer, arouse interest and give more credibility to the value proposition. For example, if the purpose of the Landing Page is to download an e-book, it is important to put a print of the cover of the book in question.

In addition to images, other design elements such as arrows and banners should be used mainly inCall-to-action (CTA)(read on and you will understand) and forms.


In most cases, Landing Pages should have texts that help the user to understand the value proposition immediately, stimulating conversion. Thus, descriptions must be succinct, objective and summarize the most interesting aspects for the user. Generally, bullet points, bold words, numbers and videos are used.

Call-to-Action (CTA)

Calls -to action, or “calls to action”, are essential for the success of a Landing Page.

It is through these calls that it tells the user how to convert, making the consequence of the action clear. Whether through a form-filling confirmation button or an e-book download button. Using words like “now”, “free” or “last chance” will spur action.

Social Proof

Social Proof or Social Proof is a psychological and social phenomenon in which people copy the actions of other people in an attempt to assume a behavior in a given situation.

On a Landing Page, it is important to share testimonials from people who have approved what is being offered because it ends up arousing more interest and giving more credibility and confidence to the conversion objective.

You can use as examples, customer testimonials, number of sales or downloads, and partner companies.


Last but not least, we talk about forms. They are widely used to capture leads (name, email, phone) and must be clear and simple.

It is essential to understand what type of information should be requested in the form, taking into account the target audience, stage of the funnel and conversion objective. Generally speaking, the more data that is requested, the fewer people will take the intended action.

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