What is a landing page and how to build one

Have you been wondering what all the hype is about landing pages?

What is a landing page

A landing page has one purpose – to make a sale or capture a lead. There are two types of landing pages: reference landing pages and transactional landing pages.

Reference landing pages provide information to your potential customer. They usually include a summary of the product or service. Transactional landing pages are all about...you guessed it...getting your potential customer to transact with you, either by getting them to provide their contact information or by purchasing a product or service.

Typically with these pages, you would withhold information until the user provides their email or other information beneficial to you. For example, once a customer completes a form they receive a free ebook or something else that is of value to them.

How to build a landing page

A quality landing page that will convert leads has several major components that are similar to what you would see on a web page.

How to set out a landing page


You should start with a headline that grabs your user’s attention. This is perhaps the most important part of your landing page as it sets the stage for the rest of the content. It should be the biggest font on your landing page so that it stands out from the rest of your content. Make sure your font is not all the same size. It’s so important to have hierarchy within any web page, especially a landing page.


Some landing pages have text under their headline that acts as a second hook to grab the user. It further explains the headline and encourages users to convert.


Your copy should be relatively short and fully explain the benefits of your product or service. This can be a list or a summary of your benefits. Make sure you showcase your most marketable benefits, you know, the ones that make your customers want to buy before they try.


Collecting information from your potential customers is important for generating leads and building your customer base. Think about what information is essential and what you can do without. If you do need to gather a bunch of information consider a shorter form and then following up with an email asking additional questions. This way you capture your lead and then have their information to follow up.

Image or video

What is a landing page if it doesn’t include some type of visual? Probably not very successful. Humans are visual and giving them a photo of your product, service or just an eye catching image might keep them on the page long enough to pique their curiosity.

Social links

Never miss an opportunity to promote your social media channels. Maybe that potential customer doesn’t covert this time, but ends up following you on Facebook or Instagram and then converting later. Although your goal here is to get conversions, your landing page can double as a way to gain followers as well!

Call to action

Your call to action should be bold and catchy. Typically this is a button on your landing page that users click either to subscribe or go on to purchase your product.

Your logo

Don’t forget your logo! Brand recognition should be a number one priority for any company. Even though the goal of a landing page is to obtain conversions you should always be focused on brand recognition, awareness, and consistency.

Benefits of a landing page

Easy to set up

Landing pages are relatively easy to set up. There are websites dedicated to building drag and drop landing pages so even a novice can do it. The difficult part of landing pages is writing the content. But of course, you know a digital consulting team that can set yours up and prepare the content if you don't have the tie or the inclination to.

Easy to measure

When it comes to measuring data, it can be difficult to understand exactly what is going on with all of the different analytics. Landing page analytics are fairly simple to decipher. You will want to pay attention to three simple metrics:

  1. bounce rate

  2. dwell time

  3. conversion rate

Your bounce rate will tell you how many people left your page and didn’t convert. Dwell time tells you how long someone spent viewing your page. Conversion rate simply tells you how many leads actually completed the action you wanted them to on your page. With these metrics you can gain insight into how successful your page is.

Successful landing pages

Landing pages show users the value of your product or service the first time they engage with your brand. They are also a way to directly market to users and to capture leads. In order to have a successful landing page you will need to write copy that converts and set one goal (and only one goal) that you want to accomplish.

In our next post we will talk about the different things you can use your landing page for. Till then, if you have any questions, send us a message or email and we can help you out.

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