Understanding what a Landing Page (LP)

effective landing pages

There are several translations for Landing pages in Portuguese (landing page, landing, landing, landing, landing, landing, capture).

a Landing page It is part of a digital marketing strategy. It is usually on the edge of a pay-per-click (PPC) campaign.

In short, it is the landing page of a link (text or graphic).

Function of a Landing page

The function of a Landing Page, or LP, is to be a page for converting the visit to lead.

But it will be built according to the purpose of the campaign, which may include:

  • Subscription to a newsletter
  • Capture content subscribers
  • Sell ​​a product
  • 400;”>Generate potential customers
  • Display a brand
  • Spread viral content
  • Build relationship
  • Commercial transaction
  • 400;”>Collect data through forms
  • Submit an affiliate program


When visitors read the ad and click the link, they expect to find exactly the content that was offered in the ad. Therefore, ads with different themes need to be linked with different LPs and content consistent with the advertised.

Visitor Behavior

Upon entering an LP, the visitor unconscious makes an overall page analysis within 0.5 seconds. This will define whether this content is credible or not. Therefore it is of fundamental importance that the LP not only fulfills the functional objective but also meets the visual and social.

Credibility can be given in several integrated ways:

  • Visual
  • Customer Testimonials
  • 400;”>Customer Logos


The outcome of an LP is measured by conversion rate (visits x goals convertions)

If the conversion rate is too low it means that the combination (information architecture, content, form, freebie, etc.) is not appropriate.

Step by step to create a landing page

  1. Design

    • Unique URL for LP?
    • Multiple URLs?
    • Is it easy to remember?
    • Is it easy to write?
  2. Domains

    • The audience is not you! define it!
    • 400;”>Create an ideal customer profile;
    • There may be several profiles;
    • Sort profiles by priority;
    • Avoid a very large shelter (it ends up not reaching anyone).
  3. Set campaign goal

  4. Define audience

    • 400;”>List all page elements
    • Create a layout sketch
    • Structure base before page texts
    • Consider overall page size and placement
    • Pay attention to where the page scrolls
    • Reduce distractions. Focus on the goals. Direct the visitor.
  5. Content

    • Titles: Must relate to where the visitor came from.
    • Set the call-to-action (CTA) or call to action.
      • This text should link to titles.
      • The call to action is always in the now. Create urgency! Do it now!
        • Ex: Click now! Start today! Latest units! Do not leave it for later! Limited time offer! While supplies last! Etc..
      • People need to be oriented on what to do. Show me what to do.
        • EX: Click here. Sign up. Contact us Tweet this.
      • Make sure your visitors know where to click.
    • Page text: Only 20% of visitors will actually read this text, yet it should be well written.
    • Show images and translate what they mean.
    • Use colors: contrasts draw attention. Use stronger colors where the action should be performed.
    • Remember to position. Where is it so important when what. (Eye-tracking)
    • Keep it simple. Really! Less is more and simplifies generating better results.
    • Do not take it personally. Do not expect much from the first visit. (Ask for less data on the first date. You are just getting to know each other. What is really important to your business on the first contact? = Form data)
  • Tests

    • Publish, promote, optimize and convert!
    • Set a calendar to examine and adjust according to statistics.
    • Always keep in line with the main goals set in step one.
    • Think about your metrics! Conversion rate is 90% of the battle. Measure the performance. (Page views X Goals X Conversion Rate)
    • Create more than one page to test which versions are most accepted and yield the most results.
    • Look at the patterns, learn from the results, and change what’s obsolete.