Landing page: what it is and how to create a perfect one
It is one of the fundamental elements of any conversion-oriented digital marketing strategy, but to make it truly effective, certain guidelines and best practices must be adhered to. A landing page is a web page created for the specific purpose of welcoming site visitors and converting their click into a concrete action, such as leads or direct purchases. To fully exploit the potential of landing pages, however, we need to integrate them into an effective strategy that can truly maximize conversion rates and support our efforts to achieve goals, such as getting a user to sign up for a newsletter, push them to download an ebook or finalize a sale. Today let’s delve into 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
A landing page is a special web page designed specifically to achieve a specific goal: to convert visitors into leads or customers through a clear and defined action, such as signing up for a newsletter, downloading a piece of content, or purchasing a product.
Unlike other types of web pages on a site, such as the home page or product pages, the landing page is entirely dedicated to a single call-to-action (CTA), with no distractions or alternate paths: everything is designed to guide the visitor directly and intuitively to the desired conversion.
The concept of a landing page, then, transcends the simple idea of a “landing page” where the user lands after clicking on an ad or link: an effective landing page is intelligently constructed, aims to eliminate distractions and guide the user to the precise action set by the strategy.
A well-structured landing page is the essential tool for guiding the user to the desired choice, but it is not just about eye-catching design or persuasive text: creating an effective landing page requires a careful combination of SEO optimization, user experience (UX) and strategic precision. Every element, from the CTA title, must be designed to facilitate conversion, offering clear content free of unnecessary distractions.
The real challenge is to be able to create a smooth path for the user, from the initial value proposition to the final click on the call-to-action, and examining the details of the individual components of the page becomes essential to understand how to optimize each element, minimizing the margin for error and maximizing opportunities for engagement.
This focus makes landing pages key tools in digital marketing campaigns, because they enable maximizing the return on investment (ROI) of promotional activities by turning traffic into concrete results.
Simply put, the landing page is the last stop in the user’s journey through the conversion process, created to optimize that action as much as possible.
Landing page: definition, origin and meaning
The term landing page comes from English, a language in which “landing” means “landing.” In the digital context, it refers to the web page on which the user “lands” after clicking on an advertisement, an email campaign, a promotional banner or a link in search results.
The user, therefore, arrives at the landing page with a specific expectation, and it is the page’s job to therefore offer an immediate and targeted response in line with the promise made by the promotional message that led him there.
The first landing pages appeared in the 1990s, with the advent of the first online ads and Web advertising. With the rise of digital advertising campaigns and the need to track and optimize traffic, landing pages have become increasingly sophisticated and central to digital marketing strategies. Initially used for the sale of specific products, these pages have evolved over time to become crucial tools for various conversion actions, such as collecting contacts (lead generation), registering for webinars, and even making free content downloads in exchange for personal information.
The differences between landing pages and site pages
Already from what has been written, the first, big difference between a landing page and the site’s home page or other pages emerges. In this context, getting traffic is only the first step: the real challenge is being able to turn that visit.
And so, the key difference from a regular website page is in the focus: a landing page is minimalist, devoid of intrusive navigation menus or elements that might distract the user from completing the default call-to-action . It is not a place to explore generic brand information, but a powerful marketing tool geared toward immediate conversion. This is precisely why a landing page is never “random”; on the contrary, every element of it-from the headline to the CTA button-is calibrated to push for conversion.
It follows that the homepage of the site, a product page, the pricing page, the contact page or the about us page are not a landing page, at least from a “formal” point of view, because from a marketing perspective, landing page is a specific page that has been designed expressly to achieve a goal, which can be to accumulate email addresses and other personal information of visitors, or to allow the download of a pdf file, the registration to a webinar or a direct purchase of goods or services.
Unlike a homepage or other more institutional sections of a site, a landing page does not offer multiple paths, but only one end point: leading the user to complete the desired action, without wasting his or her time or concentration. A good landing page understands the user’s intent-whether they are coming from a specific ad, an email campaign, or a targeted search-and offers them exactly the solution they are looking for, with an intuitive and direct path.
What is the difference between landing page and home page?
And so, the distinguishing elements lie primarily in the intent and design of the different types of pages. Whereas, for example, the site’s home page aims to provide a broad range of information and navigational opportunities to orient the user, the landing page focuses all of the user’s attention on a single action, eliminating any assumption of distraction or alternative exploration.
Landing pages are designed with a completely different logic than other canonical pages on the site. The homepage can have multiple sections organized to allow users to learn more about the brand, explore the products or services offered, read general information, and interact with various touchpoints. This configuration implies dynamic navigation paths that leave room for different options or choices according to each user’s personal interests.
In contrast, the landing page takes a more rigid and specific approach: there are no multiple navigation choices, because the only goal is to lead the user to make a precise conversion. If on a site’s home page it is common to find menus full of options, on the landing page we will find nothing else besides the default call-to-action, such as “sign up now” or “buy now.” What matters, on this page, is not to allow the user to explore the brand, but to finish an action, focusing exclusively on what was promised by the ad that led him there.
Let’s consider a practical example: suppose we lead a user to a landing page via a Google Ads campaign, promoting a free consultation on SEOZoom. In this case, the landing page will not offer many paths of exploration, but will push the user exclusively to request the consultation, reducing any distracting elements (such as menu items, footers or links to blogs). The effectiveness of a digital campaign, therefore, finds its maximum expression precisely in the performance of landing pages, which are designed exactly to channel attention to a single target, thus making conversion more likely than a traditional web page.
How landing pages are reached and how users get there
Still on the subject of difference, we mentioned that landing pages are not ordinary pages of a navigable website, such as the homepage or contact page: instead, they serve a highly targeted function within a marketing strategy.
It is therefore important to emphasize how users find and land on these pages.
Landing pages are generally reached through specific promotional channels, such as:
- Pay-Per-Click (PPC) campaigns: ads on Google Ads, Bing Ads or visual advertising platforms, which directly direct users to a landing page.
- Email marketing: links within promotional emails or newsletters that point to landing pages designed for a specific campaign, such as event registration.
- Social media ads: campaigns on Facebook, Instagram, LinkedIn, or Twitter that link to landing pages specifically created for these platforms.
- Banner and display ads : visual ads found on other websites that, when clicked on, lead to a landing page.
- Organic search engine results (rarer): some landing pages can be indexed by search engines if they are optimized for certain keywords, and users access them through organic searches.
Landing pages and indexing: to use noindex or not?
Another strategic aspect to consider is whether or not to put a landing page in noindex .
As we know, this command prevents the page from being indexed by search engines and, consequently, from appearing in organic results. At a general level, the choice to use noindex depends on the overall strategy of the landing page: for short-term or confidential promotions it makes sense, while for continuous resources or those that generate organic SEO traffic it might be a mistake to prevent its indexing.
Let’s say there are two major schools of thought on the matter, or rather two major case studies.
- When to use noindex. If the landing page is closely related to a paid or time-limited campaign, such as a special promotion or short-term offer, it might be useful to put it in noindex. This way, we prevent the page from remaining active and visible after the campaign ends or users from accessing it after the promotion is no longer valid.
- When NOT to use noindex. For landing pages built for long-term organic optimization, noindex is not advisable. If the page is optimized on precise niche keywords and is built to generate traffic and leads on a long-term basis, it makes sense to make it easily found by users even through organic searches. An example would be a landing page about an evergreen service, such as a course or webinar that is accessible 365 days a year – in this case, leaving it indexed allows you to maximize traffic without relying solely on paid advertising campaigns.
What a landing page is for and why it is strategic
A landing page is not just an add-on to our marketing strategy; it is one of the most powerful tools for maximizing conversions and achieving tangible results. Whether we are acquiring new subscribers, promoting a product or simply gaining valuable leads, the effective structuring of a landing page is what allows us to push the user toward a specific action, without dispersion.
Within a digital marketing campaign, a landing page is the point of contact between the user and the brand, created to translate the interest aroused by an advertising campaign into an immediate and concreteaction . If we are promoting a webinar, for example, the landing page will be aimed solely at gathering sign-ups; similarly, if the goal is to push for the sale of a product, the page will present the topics and benefits that will induce the user to complete the purchase at that time.
What makes the landing page so strategic is its ability to act as a glue between different components of the marketing funnel, and in particular to connect the predictions of our campaign-both organic and paid-directly with user behavior. In essence, we have in our hands a tool that aims to maximize ROI by reducing losses due to lack of attention or distractions.
Its impact is even more evident when we consider the concept of lead generation: every time we manage to capture a user’s data (such as email address or phone number) through the use of a landing page, we are creating future opportunities. Each lead collected represents a chance for interaction-not just immediate sales, but the initiation of lasting relationships that can bring further action in the long term. Furthermore, when we evaluate the cost per acquisition (CPA) of a campaign because of the data collected on the landing page, it becomes clear how it plays an essential role in balancing advertising spend and revenue generated.
The types of landing pages: which ones are needed for efficient campaigns
Not all landing pages are the same, nor should they be. Building a good digital campaign often includes implementing different types of landing pages, each designed to meet specific objectives. In fact, transactional pages, informational pages and landing pages targeted to specific offers or events can be used in a well-rounded strategy.
Transactional landing pages, for example, are probably the most common: they are created to prompt the user to take a concrete action, collecting essential information such as name, email contact or consent to receive promotional material. The goal here is to turn an anonymous user into a qualified contact, ready to enter our marketing funnel. Registration pages for services, such as an ebook or webinar, often fall into this format.
On the other side we find informational landing pages, geared primarily toward providing additional details about a product, service or feature. These focus more on educating and persuading the user, giving them all the information they need to make an informed choice. We need this type of page in situations where the user may not yet be totally convinced, and wants to consult and learn more about what we offer before taking action.
Then let’s not forget pages dedicated to specific offers or events-promoting a flash sale, a time-limited discount code, or an event such as an exclusive webinar-that are developed with an absolutely focused purpose. Their structure is designed to generate urgency and push the visitor to act immediately, often through countdowns, time limitations or unmissable benefits (such as access to premium content or exclusive discounts).
Another distinction to consider when talking about landing pages concerns their position within the site or the overall project structure.
Stand-alone landing pages represent one of the most popular formats: these are stand-alone web pages , which are not linked to other sections or menus on the main site. Their sole purpose is to guide the user to conversion, without offering additional paths of exploration, and they are perfect for Click Through, Lead Capture or targeted promotions campaigns. For example, they can be used for event registration, to capture leads in exchange for free resources (such as ebooks), or to promote time-limited discounts. In some cases, they also take on the guise of “infomercials,” leveraging persuasive content and calling to mind the logic of classic television advertisements.
Next to stand-alone pages we find microsites, which are a group of small structured pages, usually used for more complex campaigns that require several information sections. This type of advanced landing page expands over several interconnected pages, offering a kind of mini-site completely dedicated to a specific offer or service.This solution is useful if we want to launch a particularly complex or segmented campaign, such as a new product launch or a series of interconnected events, because it allows us to offer layered information organically, without the clutter of a main site, keeping the visitor experience largely separate from the main site.
Finally, we can also find internal site landing pages, i.e., landing pages that are part of the internal structure of the site itself, as is often the case for product pages or specific sections of a site that serve targeted conversions within the main navigation path (such as a campaign that points to a landing page that specifically talks about a service).
The choice between these different configurations-and the key to a successful campaign-depends on the ability to tailor each type of landing page to the specific target, rather than using the same formula for everything, without of course neglecting the strategic goals of the campaign and the complexity of the message we intend to convey.
What transactional landing pages look like: distinctive features and elements
We have said that transactional landing pages are the most however type of this special page, and therefore it is appropriate to delve into some key features to fully master them.
As the name implies, these landing pages are meant to prompt the visitor to perform a specific task, such as filling out a form or, directly, purchasing products, services or content. Going back to the previous definitions, lead generation landing pages fall into this category, which are designed only to capture the user’s data, urging them to sign up for a newsletter, request a quote or activate a discount coupon, and are meant to create an initial contact between the brand and the user with a view to later direct finalization.
Even simpler are click-through landing pages, whose sole purpose is to provide the user with the basic details of an offer, highlighting the benefits and context of using the service or product, pushing them to the threshold of purchase. One form often used to capture attention is Viral Landing Pages, which intrigue with studied content and possibilities for sharing the page, which contains games, funny videos or otherwise often interactive elements that make the user well-disposed toward the brand.
Delving into these aspects, we can then distinguish landing pages based on the specific purpose and design aimed at maximizing effectiveness in achieving the set goals, recognizing:
- Lead generation landing pages
These pages are intended to collect visitors’ contact information, such as name, e-mail address or phone number, to turn them into potential customers (leads). They are often used to offer valuable content in exchange for user information, such as e-books, guides, webinars or discounts. To design an effective lead generation landing page, it is important to:
- Create a catchy and persuasive headline that clearly explains the value of the offer.
- Use a clean, simple design with few distracting elements.
- Include a short, easy-to-fill contact form, asking for only essential information.
- Add testimonials or reviews to increase the credibility of the offer.
- Sales landing pages
Sales landing pages are designed to promote a product or service and encourage users to purchase. They are often used in conjunction with online advertising campaigns, such as Google Ads or Facebook Ads, to drive traffic to the offer. To create an effective sales landing page, it is important to:
- Present the product or service clearly and in detail, highlighting the benefits and advantages to the customer.
- Use high-quality images and videos to show the product or service in action.
- Include a strong and visible call-to-action that invites the user to purchase.
- Add trust elements, such as guarantees, return policies or certifications, to reassure the visitor.
- Sign-up landing pages
These pages are intended to encourage users to register for a service, event or newsletter. They are often used to promote webinars, online courses, live events or subscription services. To design an effective registration landing page, it is important to:
- Clearly explain the benefits and features of the service or event, using persuasive headlines and subheadings.
- Provide detailed information about the program, times, speakers, or how to access the service.
- Include a simple, user-friendly registration form with minimum required fields.
- Use a clear and visible CTA that invites the user to complete the registration.
The benefits of the landing page
Going back to the general, we can say that the landing page is the best strategic tool for directing customers to products and services, because it is targeted, simple, optimized for a few specific keywords, and presents a clear call to action, i.e., one (and only one) call-to-action.
Convincing any user to take a single, particular action on a standard web page is very complicated: our attention threshold is becoming increasingly narrow (in 2015 an average of 8.25 seconds was calculated, but it is shrinking more and more as time goes by and technologies evolve) and classic web pages offer too many distractions.
Even if the user reaches us with a purpose in mind, he or she may in fact get lost and distracted by a navigation bar item , a link to another resource, an on-page advertisement, and so on. In contrast, the beauty and strength of landing pages lie in their ability to get straight to the point, limiting the visitor’s options to a single choice: accept or decline the offer.
Since there are no navigation bars, sidebars, footers, and by focusing the design and copy on achieving a single result, users are guided and pushed toward that goal, realizing precisely a path that has a binary term. That is, the person can either complete the planned action or leave the page, there is no alternative (tertium non datur, to put it in Latin). And when the user completes the action, we have obtained our lead.
Trying to summarize, then, we can identify some of the benefits that landing pages can offer in the context of digital marketing, contributing to the success of brand strategies and business growth:
- Increased conversions. Landing pages are designed to direct users to a specific action, such as purchasing a product or signing up for a newsletter. Because of their focused design and lack of distracting elements, landing pages tend to have higher conversion rates than traditional Web pages.
- Audience segmentation. Landing pages allow you to create specific offers and content for each audience segment, improving the effectiveness of marketing campaigns and increasing customer satisfaction. Through segmentation, it is possible to offer personalized and targeted experiences that respond to users’ needs and preferences.
- Customer information gathering. Landing pages are an excellent tool for collecting information about visitors, such as demographic, behavioral, and contact data. This information can be used to improve marketing strategies, develop new products or services, and build closer relationships with customers.
- Testing and Optimization. Landing pages make it easy to test different variations of content, design, and offers to determine which elements work best and optimize the performance of marketing campaigns. Through A/B or multivariate testing, you can gather valuable data on user preferences and continuously improve the effectiveness of landing pages.
- Ease of implementation. Landing pages can be created and modified quickly, thanks to user-friendly platforms and design tools. This makes it possible to respond nimbly to market needs, launch new offers or promotions, and adapt marketing strategies in real time.
- Performance monitoring. Landing pages offer the ability to accurately monitor the performance of marketing campaigns through metrics such as conversion rate, cost per acquisition (CPA) or return on investment (ROI). This data can be used to evaluate the effectiveness of marketing strategies and make changes or improvements based on the results obtained.
The landing page as the beginning of a relationship
However, we should not see the landing page only as a tool for gaining immediate conversions, but as the first step in an ongoing relationship with the user. While it is true that one of its main goals is to spur the visitor to take a concrete action-whether it is completing a purchase or signing up for a newsletter-the real value of a landing page is only fully revealed over time.
A page that really works doesn’t lure visitors in and then abandon them: it engages them and introduces them to a broader path, getting them into a marketing funnel that, if well constructed, can lead to numerous future interactions. Whether it is an email contact, a progressive education through valuable content or a second visit concluded with a purchase, each interaction can strengthen the trust between brand and user, creating a solid and lasting bond.
The landing page, in this sense, is more than an end point: it is a gateway, through which we can build a long-term relationship with our customers or leads. This is where we begin to provide value to the user, showing that we understand their needs and meet their expectations. The creation of trust, fueled by good follow-up communication, is what cements the relationship and paves the way for new opportunities for interaction.
Each conversion, therefore, does not represent an end result but rather the beginning of an ongoing dialogue, where the user will feel supported and listened to. Ultimately, a well-optimized landing page offers not just a temporary solution or a short-term sale, but is the first piece of a strategy designed to turn the simple casual visitor into a loyal and satisfied customer, ready to return again and again.
What an effective landing page looks like: the key elements of structure
The structure of a landing page is more than just a sequence of visual and textual elements. Each component must be designed to play a specific role in the user’s browsing experience and conversion , because the success of the strategy depends precisely on the balance between each of these sections working in synergy to guide the user to the final call-to-action .
These special pages can be made in all shapes and sizes, and they can be extremely simple or terribly complex depending on the site and the data at hand.
An effective landing page is never overloaded with unnecessary content or graphic elements; instead, it focuses on simple, intuitive design, eliminating distractions and mixed signals. It must be optimized to lead the user effortlessly from the beginning to the completion of the desired action. Each aspect-from text to images, from CTA to trust indicator-must be functional with respect to the path we want the visitor to take.
Regardless of possible extra elements, however, and also of the goals and objectives they set, all landing pages have features in common that set them apart.
- A headline, a title that represents the first thing people will see and read, and that usually describes exactly what we are offering.
- An offer, or reason for the user to take the action, which is achieved by highlighting what we offer and the benefits that come with it.
- A call-to-action, the element that people will click on to take the action: it is usually just a button, but it can also be a link or a form to fill out.
In fact, most landing pages have a few other elements, such as images and trust indicators, but to be effective these three factors alone are enough and, indeed, keeping the page and message as simple as possible allows us to get better results. According to other experts, in particular, landing pages with multiple offers get 266% fewer leads than those with only one offer, so we aim for simplicity.
So let’s analyze the various key elements that make up an effective landing page , and see how each of these components, if thought out correctly, can increase the likelihood of conversion.
- Catchy headline to grab attention immediately
This is where we bring into play the real reason why the user should read on.
The moment the user lands on our page, the first thing they see in fact is the headline. This is the space where we need to create an immediate connection, attracting attention with a message that is clear, direct and engaging. The headline of an effective landing page not only attracts, but expresses in a few words what is the value or benefit the user will gain by completing the action we propose.
A persuasive headline does not get lost in frills: it must be succinct and consistent with the ad or link that brought the user to the landing page. If, for example, a Google Ads campaign promised a 50 percent discount on an online training course, the landing page headline should strongly reiterate the same concept: “Get 50 percent off our course now.”
It is important to avoid titles that are too generic or ambiguous: in this case, the reader may be tempted to immediately leave the page because he or she does not see a clear initial message. Headlines like “Learn more about our services” do not work on a landing page: the user will be more easily convinced by a headline like “We have improved SEO by 200%: here’s how”.
So the goal of the headline is simple: to capture attention and make it immediately clear why it is worth continuing to interact with the page. And remember that, in a great many cases, it will be rare for the user to read more than the headline before deciding whether to stay or leave.
- Offer and value: what is the incentive for the user
At the heart of a well-designed landing page is the value proposition, or Unique Value Proposition (UVP): it is the promise we make to the visitor, what motivates them to take the action we propose. The value proposition must be expressed with immediacy and precision, appealing to the user’s wants or needs and answering the most important question, “What’s in it for me?”
An offer must not only sound interesting, it must actually be . Lead generation campaigns often give away something tangible to entice the user to provide their contact information: an ebook, a free webinar, a discount code. The key is to make our proposal perceived as unique and beneficial, while also providing proof of its value. The more concrete or urgent the offer appears, the more likely the user will convert.
The important thing is not to get lost in technicalities or long-winded descriptions: the message must be simple, focused on immediate benefit.
- CTA: the final push
An effective call-to-action is designed to be visually dominant and textually persuasive.
Of all the sections of a landing page, the CTA is the one that literally decides the success or failure of our campaign. It is the moment when the user takes action, clicking on the button that will lead them to complete the conversion action.
First of all, the CTA must be positioned so that the user sees it immediately, without having to scroll too far down the page. In addition, the call-to-action text should be short and assertive, clarifying exactly what will happen after the click. Phrases such as “Download now,” “Sign up now,” or “Get the offer” are examples of effective CTAs because they include an explicit action verb and the immediate benefit.
Be careful, however: a CTA that is too generic or not aligned with the proposition can make the page lose its effectiveness. For example, “Go” is not an intuitive CTA. In contrast, phrases that reinforce the value of the action such as “Access the webinar for free now” or “Try it for free for 14 days” leave no doubt about what will happen upon clicking.
- Images and videos: how the visual supports the text
Images and videos are not just used to make the landing page “prettier”-the visual part plays an instrumental role in communicating the message quickly and effectively. Images are used to make the offer more tangible and concrete, while videos provide a more in-depth explanation in as little time as possible and with greater impact.
When we use images, it is critical that they are relevant to what we are offering. It is not a matter of filling space with generic photos: each image must reinforce the proposal and visually stimulate the user’s interest. The same goes for videos: short explanatory videos or demos showing our product or service in action generally increase the conversion rate.
One study found that the inclusion of videos can increase conversions by 86 percent compared to pages without them. This is because videos can quickly consolidate information, reassure visitors and drive them to the CTA with greater conviction. Using tools such as walkthrough videos, hands-on demonstrations or video testimonials reinforces the credibility of our offer and helps the user visualize the benefit more immediately.
- Trust indicators: giving the visitor confidence
Trust is a key ingredient in the conversion process. Especially for users visiting our site for the first time, fear of an untrustworthy site may make them abandon the page before performing an action. That is why a good landing page must include trust indicators or trust signals that reassure the visitor.
Trust indicators can be tested reviews of previous customers, real testimonials or logos of companies we have worked with; to this we can add security certificates (such as SSL encryption) or guarantees such as refund policies. These signals allow us to solidify user trust in our brand and offerings, reducing any perceived risk.
We should never underestimate the impact of testimonials: another user’s opinion sharing their positive experience with our product or service is often worth more than a thousand promotional words. Including clearly visible reviews or case studies stimulates greater trustworthiness and prompts the user to trust our CTA.
How to optimize a landing page for SEO
Although it is not usually the first goal to be achieved, when designing a landing page it can still be useful not to neglect SEO optimization, which also allows this page to be found through natural searches, increasing the quantity and especially the quality of traffic.
This is especially true, as mentioned, for those pages designed to remain active and continue to generate organic traffic over time; in this sense, a well-designed and search engine optimized landing page can attract visitors through natural searches, increasing not only the quantity but also the quality of traffic, especially on specific queries that reflect an immediate conversion intention.
To achieve these results, it is essential to work on all key aspects of SEO: from targeted keywords to meta tag strategy, to on-page optimization of content and images, not forgetting the importance of an effectively structured URL.
Landing pages and SEO: the aspects to take care of
The basis of SEO optimization for a landing page starts from keyword research and the identification of the priority search intent of users: it is clear that in this case the competition is played mainly on transactional (or at most commercial) intentions, and our task is to find the right words to intercept precisely that audience that is looking for an immediate and direct solution, such as the one we are proposing.
For example, if we are promoting a free trial of SEO software, targeting terms such as “free SEO software trial ” or “SEO monitoring tool” will be more effective than more generic keywords such as “SEO.” It is also useful to include long tail keywords that reflect the most detailed queries used by users interested in immediate solutions with a high likelihood of conversion, and keyword analysis with SEOZoom allows you to identify the most relevant terms with the best ratio of traffic to competitiveness.
From here we continue to follow classic optimization best practices: once keywords are identified, their integration must be consistent and strategic throughout the structure of the landing page. The first step concerns the meta tags, which are essential for signaling the content of the page to search engines. The meta title should incorporate the main keyword while also being attractive to the user, as this is what will be displayed in search results; for example, a well-optimized title could be “Try SEOZoom for free: the best SEO software for your strategy.”
Next, the meta description should provide a concise and engaging explanation of the page content, also including a variation of the target keyword. While not directly affecting ranking, an accurate meta description helps improve click-through rate; an example might be “Discover SEOZoom, the SEO software that improves your site’s ranking. Start your free trial now and monitor your results”.
But the SEO aspect goes far beyond meta tags: it is crucial to optimize headings (H1, H2 titles, and so on) by including keywords in titles and subtitles to help both users and search engines understand the structure and content of the page.
Similarly, the images on the landing page should be optimized, both in terms of size-to ensure fast loading times-and in their use of alternative text (alt text), which should naturally include relevant keywords. This improves comprehension by the search engine and facilitates accessibility.
Finally, we cannot overlook the importance of an optimized URL: a good URL, short and including the main keyword, helps not only search engines but also the user to immediately understand the content of the page. Examples might be example.com/proevidence-free-software-seo – a clear, readable and optimized URL.
Testing and optimization: how to improve a landing page
Even the most polished landing page is never final. Whatever field we’re in-from e-commerce to SaaS services-we need to get into the mindset that creating and publishing the page doesn’t end our work, because to maximize the chances of conversion there are still steps to be taken, testing and intervening with optimizations on the parts that need improvement.
Continuous refinement is crucial to keeping up with visitors’ tastes and needs, which is why testing and optimizing landing pages is an integral part of any strategy that aims for long-term success. Regular analysis allows you to identify weaknesses on the page and improve performance, maximizing conversion rates. Basically, all landing page components should undergo a verification process, starting with the title and moving on to images, body copy, CTA and button color, page background color, and font size and type chosen for text.
Essentially, there are two possible approaches to this testing phase: A/B testing and multivariate testing.
Also known as split testing, A/B testing involves comparing two versions of the same web page by changing just one detail to find out which one works better. In the case of landing, we can, for example, test a new headline, showing the original variant A to half the audience and variant B (with the new headline) to the other half, analyzing and evaluating conversion rates.
It is history that, in the 2008 U.S. presidential campaign, candidate (and future president) Barack Obama managed to get $60 million more in donations precisely because of an A/B experiment performed on his landing page.
Instead, the other type of experiment involves a greater combination of variables to see which works best: for example, we might test a new headline, a new image, and a different CTA at the same time. As a result, users will see not just two options, but one of eight to 12 variations determined by the number of variables changed.
There is no absolute best method of testing, because a lot depends on the type of site and the time we have available: the a/B test provides excellent and certain answers, because it analyzes only one element, it does not need a lot of traffic but it needs time to complete all the aspects to be varied and verified. The multivariate test is much faster, but it needs a lot of traffic to have all the variables verified. The advantage of these tests lies in the ability to gather concrete , scientific data on what really influences user behavior.
- A/B testing: what to test and why?
A/B testing is perhaps the most popular and easily implemented optimization technique. It involves comparing two variations of the same landing page (version A and version B), changing only one element at a time. It is an effective way to find out which changes positively affect conversions, both in the graphic and textual areas. The idea is quite simple: one part of the visitors sees version A of the landing page, while the other sees version B. By analyzing which of the two gets the best result in terms of conversion, we can figure out what changes to ultimately adopt.
The beauty of A/B testing lies in its incremental potential: with small changes, we can achieve significant improvements. For example, an interesting test might be to change theheadline of the page and see which variation succeeds in capturing the user’s attention the most and pushing them toward action. Suppose we are promoting SEOZoom: the A version of the headline could be “Get the Most Out of Your SEO With SEOZoom,” while the B version could be “Analyze And Monitor Your Site With SEOZoom, Start Now.” This slight difference could result in significant variations in click-through rates and, subsequently, conversions.
The main elements we can test include:
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- Headline: A stronger headline can make the difference between abandoning the page or continuing the interaction.
- Images: Choosing different images can immediately affect the attractiveness of the landing page. Trying a more emotional photo versus a more descriptive one could change the visitor’s perception.
- Call-to-action: Both the location and wording of the CTA play a key role. Examples of CTAs to test could be “Try it now!” versus “Get started now!” which convey different nuances of urgency or invitation.
- Colors: Even something as simple as the color of the CTA button (green, red, orange, etc.) can lead to differences in user behavior.
Fundamental to any A/B test is the effective collection and analysis of data, trying to test on a large enough sample to obtain statistically relevant results.
- Multivariate testing: an advanced strategy
For those who want to go beyond simple A/B testing, there is an even more sophisticated technique: multivariate testing. In this case, instead of testing a single variable at a time, as is done in A/B testing, multivariate testing allows us to compare several variables at once, analyzing how each element on the page interacts with the others. With this approach we can test complex combinations of headline, images, CTAs and other elements, finding out what is the optimal configuration to increase conversions.
For example, we might want to test a combination of a new title along with a different background image, and at the same time vary the color of the CTA . Multivariate testing will allow us to see how these changes act together with respect to conversion rate and which set of changes produces the best results. This gives us much more complete insights into how each individual aspect of the landing page impacts the user experience and, more importantly, the propensity to convert.
However, the success of multivariate testing depends heavily on the volume of traffic available. Unlike A/B testing, which simply requires splitting traffic between two variants, here each combination generated by the variables will only be seen by a certain percentage of users. To obtain valid results, substantial traffic is required , otherwise we risk obtaining fragmentary or insignificant data.
Multivariate testing is especially effective in high-click volume campaigns, where even a small optimization of the entire page can lead to significant improvements. Using SEOZoom, it is possible to monitor not only the response of individual tests to organic keywords and advertising, but also the impact that each tested variable has on the user experience, determining precisely which combinations drive performance improvement.
How to evaluate and measure the effectiveness of a landing page
To measure the effectiveness of a landing page, one first analyzes its conversion rate (CR), which is precisely the percentage of unique visitors who take the action desired by the advertiser. In order to achieve a good CR rate, experts recommend taking care of certain parameters, both on a technical and content level, such as making the landing page compatible for all platforms (reducing heavy and now obsolete technologies such as Java or Flash), inserting a clear and unambiguous call-to-action, using attractive text, and promoting special offers.
It is important to be able to achieve a natural and familiar communication to best intercept the user, taking into account a key factor: generally, the reader skips the first part of the landing page (which only serves to reinforce and confirm the content anticipated in the ad on which he or she clicked) to focus on the area where the CTA is inserted , scrolling down. Thus, you need to build a landing page with this in mind as well, so as to stimulate immediate action without challenging or dissuading them from an intent they have already manifested.
Thus, the biggest risk you run in creating a landing page is to disappoint the user’s expectations, and so the landing phase, the first moment when he sees the page after the click, is critical to succeeding in completing the conversion. Typically, the user is thought to need 5 seconds to become familiar with the new page: an effective landing page succeeds in getting the user to understand the features of his or her business in this very short amount of time. Otherwise, a dissatisfied user goes back to the previous page and, from an opportunity, actually becomes a cost (both in terms of ad spend and increased bounce rate).
The relationship between landing pages and conversion funnel: a strategic connection
Speaking of optimizations-even of the message-the importance of a landing page cannot be isolated from the broader context of a well-structured marketing funnel strategy. Indeed, each landing page is not simply a destination for someone who clicks on an ad or interacts with a campaign: it is a crucial junction in a user’s journey from the interest stage to conversion.
The conversion funnel describes the various steps a potential customer goes through, starting from the first interaction with our brand to becoming an actual customer. These steps range from the initial awareness of the problem or need (awareness) to the evaluation of possible solutions to the final decision to purchase or sign up (conversion). In this process, landing pages act as accelerators, positioning themselves as essential tools in each and every step of the funnel.
Each stage of the funnel requires a landing page tailored to specific goals and search intent, and understanding where in the funnel we are is critical to crafting an experience that is optimal for the user. If a visitor is still in the initial information-gathering stage, a more informative landing page will be needed to educate them and take them further down the funnel. Conversely, if we are closer to the neck of the funnel-where the user is ready to buy-it will be the call-to-action that will focus attention, prompting concrete actions such as purchase or registration.
In detail, the strategic connection between landing page and funnel is shown as follows:
- Awareness phase . A landing page in this phase should mainly focus on offering valuable content, such as guides, whitepapers or webinars, to help the user better understand the problem or solution offered. The goal is to push him deeper into the funnel by providing useful resources in exchange for contact information or sign-up.
- Consideration phase . Here the user is already aware of the problem, but is considering various options in the marketplace. Landing pages at this stage should provide concrete details about the offer, showing clear benefits over competitors, perhaps including testimonials or Features to guide the choice.
- Decision phase . This is the most critical moment in the conversion process. At this stage landing pages must be built to stimulate immediate action, using precise offers, exclusive bonuses or temporary offers to push the user to complete the conversion.
The key to success is knowing exactly at what point in the funnel the visitor who lands on our landing page is. Only then can we create the best conditions to move smoothly from initial interest to final conversion, optimizing the success rate not only of the page itself, but of the entire marketing strategy.
How to create an effective landing page that converts: the step-by-step guide
Creating a landing page that converts requires attention to detail and a solid strategy that takes into account all the essential elements to maximize the likelihood of success. Every aspect, from the initial concept to the post-launch optimization phase, must be carefully crafted. The ultimate goal, as we have seen, is not simply to attract visitors, but to ensure that the user completes the desired action, whether it is signing up for a newsletter, purchasing a product, or registering for a webinar.
- Define the goal of the landing page
The first question to ask is simple: what is the purpose of the landing page? Before we even start writing or designing, we need to be clear about the goal we want to achieve. Do we want to collect leads? Push downloads of an ebook? Increase sales of a product? The message we convey and the copy we employ will depend on the type of conversion we want to achieve.
Concrete example: if we are promoting SEOZoom to companies looking for SEO monitoring software, our goal might be to get them to sign up for a free trial.
- Let’s ask ourselves: what is the desired action for the user to take once they arrive on the page?
- Let’s choose one main goal to avoid user confusion and dispersing effectiveness.
- Identify and know the target audience
Too often landing pages fail because they are not targeted to the right audience. Identifying precisely who will visit our page is essential for shaping the user experience and tone of voice. We study the target audience : what are their needs, desires, concerns and expectations? Defining the buyer persona will give us solid guidance during design.
Concrete example: if the target audience is an entrepreneur in charge of SEO management of a small company, the language should be simple but professional, without excessive technicalities.
- Let’s build customer profiles that you can keep in mind while writing the text and graphic design.
- Create a strong and clear value proposition (UVP)
The value proposition is the heart of the landing page. This message communicates how our offering stands out and why the user should choose us over competitors. The UVP must answer the question: Why should I take the action you are asking? What’s in it for me?
Concrete example: instead of generically describing SEOZoom as an SEO tool, let’s clarify right away what difference it makes for the target audience: “Monitor your site’s SEO like an expert, with detailed reports in just a few clicks.”
- Keep the UVP prominently displayed at the top of the page and make it understandable at first glance.
- Write a catchy title and headline that attracts
The headline is the first thing the visitor will notice once he lands on the landing page. We don’t have much time to capture his or her attention, so the headline must be strong, clear and immediate. We need to immediately give the visitor a compelling reason to stay and read the rest of the page.
Concrete example: for SEOZoom, the headline could be “Improve your site ranking with SEOZoom: simple monitoring and powerful results.”
- Use active headings and verbs.
- Keep the headline concrete and in line with the ad or advertisement the user is coming from, to avoid confusion.
- Plan a simple, distraction-free design
A well-designed landing page should intuitively drive toward conversion. We avoid overcrowding with images, links or other paths that can distract the user and minimize the options offered, focusing only on the required action. A clean, clear, and straightforward design improves the user experience and reduces the risk of abandonment.
Concrete example: we eliminate the navigation menu or any other external links at the top of the landing page; everything should gravitate around the main call-to-action .
- Use contrasting colors to bring out the focal points, especially the CTA.
- Keep the visual style consistent with the brand.
- Use relevant images and explanatory videos.
What the visitor sees is as important as what they read. We choose images that clearly illustrate the product or benefit of using the service, and if possible, integrate a video to quickly explain more complex details or demonstrate our offer in action. Videos have very strong potential in quickly convincing the user.
Concrete example: an SEOZoom demo video showing how keyword monitoring works can provide a clear and immediate idea to new users.
- Use original or high-quality images that enhance the message.
- Insert an engaging CTA
We’ve said it: the CTA is the real engine of the landing page. This section should be clearly highlighted and only correspond to the desired action. The text of the CTA should be short, direct and communicate a clear benefit. We avoid generic formulas such as “submit” or “click here” and instead use specific result-oriented language.
Concrete example: “Start your free trial with SEOZoom now” is much more directional and motivating than “find out more.”
- We place the CTA prominently and in multiple sections of the page, always well linked to the same action.
- Add trust indicators to increase trust
To convert, users must trust the brand and the offer. Including trust elements such as testimonials, reviews or certifications helps reassure visitors that what we offer is valid and that others have benefited from it. Offering transparency with money-back guarantees, clear policies or logos of reputable partners is key.
Concrete example: add testimonials from companies that have used SEOZoom successfully, or show security and privacy certifications if we collect sensitive data.
- Optimize the page for mobile
A significant portion of web traffic comes from mobile devices. If the landing page is not optimized for smartphones and tablets we are missing a great conversion opportunity. Let’s make sure (at least!) that loading times are fast and the user experience is smooth even on smaller screens.
Concrete example: Let’s check that the CTA button on mobile is large enough, in a prominent position (above the fold) and easy to click even on touch devices.
- Perform continuous testing with A/B testing
Creating the landing page is only the beginning: true optimization comes with time, thanks to continuous A/B testing. We test different versions of the headline, images, and CTA to assess what works best with our audience. Continuous testing allows us to refine the page and maximize the conversion rate based on real data.
Concrete example: let’s try different versions of SEOZoom’s CTA, e.g. “Start your free SEO analysis” and compare its performance with “Try SEOZoom now without commitment”.
- If we don’t know where to start, platforms such as Unbounce, Leadpages or Instapage offer integrated A/B testing and landing page building tools.
Examples and tips for creating a perfect landing page
Continuing in the practical part of building a perfect landing page, we can refer to a document prepared by SharpSpring, the American Marketing Automation platform, and disseminated by Search Engine Land, which is simply titled “Creating Landing Page That Convert” which, in about twenty pages, outlines the process that leads to the creation of a landing page that converts and works.
First, we need to be clear in our minds about who our audience is and what we want to achieve, reasoning that precedes and guides the creation and technical design steps.
- Define the audience
An effective landing page is tailored to the users it seeks to engage-the more personalized this page is, the greater the opportunities for conversion. Therefore, it is crucial to define the target audience we want to reach, so that we understand what language is best to speak and present to this audience, what graphic appearance to use, what devices will be used to access the page, and what the users’ personal desires are.
For example, SharpSpring’s guide points out, if “your product is aimed at older people, it would be best to use a larger font size, have a prominent call-to-action placed above the fold, and write the content in a style that will be compelling to them.” Such a landing page will inevitably be different (including in appearance) from one designed for millennials, who are likely to land there by browsing with a smartphone and are used to scrolling through a site and discovering any below-the-fold parts as well.
- Define goals
Equally important is to understand what are the real and concrete goals we can achieve based on the nature of our site: as we said, a landing page can increase the conversion rate, but what does conversion mean to us? Such pages can serve various purposes, such as:
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- Landing clicks from a campaign.
- Increasing subscribers to blogs and newsletters.
- Enrollment of participants in webinars.
- Increasing the sales rate of an upsell.
- Anticipation of a product launch.
- Something completely different.
- What a great landing page looks like.
Each of these goals gives rise to a completely different landing page, tailored to the specifics of our interest. If we described the basic anatomy earlier, to be great a landing page must also have other (few) elements that help maximize the conversion rate.
Based on the assumption that “there is no such thing as a perfect landing page” and that every work can be improved, there are, however, some tips that allow us to optimize our chances, but never forget that everything must be included in a higher plan and strategy. A “successful landing page is greater than the sum of its parts,” says Sharpspring.
The 8 core elements for a landing page that converts
So here we come to the practical tips, the 8 elements that can make our page high converting:
- A catchy headline
As with normal web pages, headlines are critical because they are the first — and sometimes only — thing visitors will read, so we need to be good at convincing them right away to stay and complete the action. The key is to explain the benefit of what we offer on the page by summarizing it in one sentence.
Therefore, the study advises, don’t talk about features, but about what people can achieve as a result of our proposition, focusing the headline on the user and devoting the same amount of time and attention to writing it as it takes to do the rest of the page. Research shows that 90 percent of people who read a headline will also read the CTA.
- A winning offer
“I’m going to make him an offer he can’t refuse” has become one of the cult phrases from The Godfather (even ranking second overall in the best quotes in film history according to the American Film Institute) and that’s the secret to a great landing page: we can build a technically perfect page, but if the offer is poor, we won’t get results.
If the goal is to get new subscribers to the blog, you will probably have to offer them some free insights, such as a guide on a specific topic. If you intend to get people to sign up for the webinar, you will need to highlight the specifics of the event: what will they learn and how can they leverage this information? The offer is the second thing users read, and so the copy must match the tone and style you choose for the title.
- Attention-grabbing images
Some people may not waste time reading content; therefore, if we use related images we can intercept their gazes and succeed in this work of persuasion. However, we should not use old stock photos, because landing images are a kind of second headline and must be powerful, communicating the strength of the product and offer in an immediate way.
- A cute video
Even more functional than images can be videos: if a photo “says more than a thousand words,” a video takes that “figure” to over a million! Studies confirm that videos are an excellent strategy for increasing conversion rates, and even the inclusion of such media assets on a landing page can increase conversions by 86 percent.
- Trust indicators
Trust indicators can also play a persuasive role: inserting content (of any kind) from testimonials, user feedback, logos of companies we collaborate with or certifications we have obtained help build trust toward our landing.
- A clear call-to-action
CTAs are a (the) decisive part of the landing page, and to be effective they should be clear, predominant and assertive. On the web we will typically find dry phrases such as “Sign up here,” “Download now,” “Add to cart,” which might work, but we must always remember to craft a call-to-action tailored to the audience we have targeted and the offer we are proposing.
- A post-conversion page
In many cases, the conversion process ends with the action or, at best, with a thank you page (a thank you page): by doing so, we lose the opportunity to “strike while the iron is hot” and try to get more results from the user we just nabbed. Therefore, it might be useful to create a post-conversion page that can present a new and different offer (a product to sell or a newsletter subscription).
- Customize pages with dynamic content
Some tricks can help give us a boost in conversions, and in particular the use of dynamic content can be a good solution. This is customized content tailored to the user, thanks to previously collected data, which can then make their on-page experience better: for example, welcoming them to the landing page by entering their name, adapting the content based on their location, or providing them with purchase suggestions based on the last products they bought.
