Basics of Landing Pages: A How-To

Dec 15, 2014

Basics of Landing Pages

Photo Credit: caribb via Compfight cc

Remember this post, when I talked about tips for improving your landing pages? That post was meant to be read at an intermediate level, and I promised a basic-level post on landing pages, for those of you just diving in to the world of CTAs, landing pages and the like. This is that post, a basics of landing pages post. We’re talking about what landing pages are, why your site needs them and how to make them turn visitors to your site into leads.

Basics of Landing Pages

What are Landing Pages?

Landing pages are the pages a visitor to your company’s website lands on after clicking on a call-to-action. They usually clicked because the CTA showcased an offer that your company is willing to provide to your visitors in exchange for information from them, information like name, email address, job title, etc.

That’s the basic definition. The more practical definition: Landing pages are the paths to leads. You will generate more leads when you utilize landing pages. In fact, according to HubSpot, companies with 30+ landing pages generate 7x more leads than those with fewer than 10.

Why does your site need Landing Pages?

We kind of answered this part in the last paragraph. If you are interested in getting more leads for your company, you need landing pages. Think of landing pages as your business assets. They’re a necessary part of the lead conversion process, turning visitors to your site into leads.

How do Landing Pages work?

Like I mentioned previously, landing pages operate through an exchange: You offer a desirable product to the visitor, and they give you their contact information in return. There are three major items to note in order to make landing pages work for you:

  • You need to offer something of value to your specific buyer persona.
  • Your site visitors are at different stages in the Buyer’s Journey, somewhere between just starting to research and making a buying decision. You need specific offers for buyers in all of the different stages.
  • You need to make your form’s length (where you ask for their contact information) mirror the value of the offer.

Other Tips to Round out the Basics of Landing Pages:

  • Write clear, action-oriented headers.
  • Explain the offer and the value it provides.
  • Include an engaging, relevant image.
  • Place content above the fold.
  • Do not include menu navigation or links.


If you have more questions about the basics of landing pages, we’re happy to help. Contact us here.