What is a Landing Page and how to create one in 2020!

So, please level with me and remember "The Godfather".(As if I could ever forget it.)

How to create a landing page

Did you do it?Big.Then you just remembered one of the greatest movie quotes in the history of cinema.

Yes, I'm talking about the famous "I'll make him an offer he can't refuse."

Vito Corleone told his godson.And it worked.

You'll tell your website visitors.And trust me, it will work.

What do I mean by this?That YOU will create a landing page that they cannot resist.

What is a landing page?

Digital marketing and advertising are highly defined by landing pages, a landing page is a dedicated page on your website, solemnly created to use them as part of your digital marketing and/or advertising activities.

It's basically where your audience and/or new visitors are redirected by clicking on the link that matches your desired landing page.

What are the next steps?

So, you've done all the hard work, created your own wonderful website for your product or service, and started bringing visitors to your website.

Collect emails and convert those visitors into leads or make a sale, right?

But how?

Creating a great landing page is the answer you're looking for.

And I know you've heard of landing pages before, but do you really know what they are?

I'll take it as a no, so let's start with the basics.

The sky is blue, the grass is green, and a landing page is NOT a home page.

It doesn't link to other pages on your site and doesn't normally include a navigation bar.Because its purpose is not to distract your potential customer.

In fact, its purpose is one and only: conversion .

Repeat after me. Conversion.

Right then and there.

Technically, a landing page is where you "land" (see what I did there?) After clicking on an online ad or email (CTA).

And according to Hubspot, "the typical landing page converts 5 to 15 percent, but some landing pages that are highly optimized convert to 30 percent or higher."

Not bad, right?

There are 2 types of landing pages:

  1. Referring landing pages
  2. Transactional landing pages

A referral landing page is a page that provides interesting and relevant information to the visitor or a summary of your product or service.

An example of a Starbacks reference landing page

A transactional landing page, as the name suggests, aims to encourage the viewer to make a purchase or at least provide contact information that could become a strong boon for sales.

The New Yorker transactional landing page example

Why you need a landing page

So what is the landing page for and why do you need it?

The short answer is that it's an essential element of your marketing and sales strategy that helps you increase conversion rates and reduce the cost of acquiring a lead or sale.

The long answer is:

1. Helps you capture leads

Capturing leads made easy

You can spend your entire budget on contact lists and outbound sales teams.Or you can relax while leads come to you, simply by creating a powerful landing page.

Since responsive landing pages are the best way to capture leads, period!

And not only any cable but also quality cables.Well, right?

A detailed and informative addition that gives you the opportunity to explain your unique offer and validate the clicked user is a much more effective way to inform and fascinate them with your proposal.  

When you create a landing page that details, sells, and demonstrates the benefit of your product or service, embellished with some strong video, audio, or images, you're sure to get a lead capture campaign.

2. It is an extremely effective and efficient advertising

No matter how much time, money and effort you put into your advertising campaign, it's always an investment.And you deserve the best possible return.

Strategically associating a targeted audience with a personalized message, which makes an unbeatable couple paying for great landing pages, is the most effective and efficient type of advertising you could wish for.

3. Helps you rank higher locally

Did you know that according to ThinkWithGoogle "18% of local searches on smartphones resulted in a purchase within a day compared to 7% of non-local searches"?

It's big enough, isn't it?

It makes sense if you think Google is now gravitating to user intent and not just the keywords users search for, thus making it almost mandatory, especially for small businesses, to focus on local landing pages.

So if you want your site to rank higher when people search locally and need more local customers, creating local content that speaks directly to the heart of your visitor is the way.

A quick way to achieve this?

Start by optimizing your landing page design and ranking for your surrounding area, making it easier and faster to find your target audience.You can even check out those web design trends for inspiration!

4. Delivers a better user experience

Mark my words.

Every.User.It is.Unique.

And they want to be treated that way.

So give up landing pages because they are the best when it comes to connecting to your audience on a deeper level.

If properly personalized, a landing page can meet your prospect wherever they are within your customer's journey and help you progress in your relationship with them effectively and at scale.

In addition, a high-converting landing page increases your credibility.And this is something not to be overlooked.To create the perfect landing page should serve as a unique and compelling problem solver for every visitor.

If the landing page is tailored to their needs, they will place their trust in your website and this will be the beginning of a new relationship based on leadership and trust of thought.

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How to Create a Highly Effective Landing Page in 10 Easy Steps

Creating a landing page for your website from scratch is one thing.

However, creating a super effective landing page that almost reads your visitors' minds is another.

It is not rocket science. 

You just have to get it right if you want your landing page to generate leads like crazy.

Don't worry.We've got you covered.Follow the golden rules on how to create a landing page that converts every time.

1. Create per person

How to create a buyer persona

No one in the "Yes, I do" story has ever said "Yes, I do" without really wanting to.

And please note that I don't use the word "need."Because it's never a question of what you need.Just what they want.

And to do that, you need to know who they are.

Know their personality, age, habits, budget and other characteristics that will help you "sell" your product or service in the right way.  

That's why you need to create a buyer person first before you actually get started with your landing page.

Once you've done that, you'll be ready to design a landing page that's tailored to their needs and designed for conversion.  

A person is your ideal target audience.

And it should include basic characteristics like age, education, career, and even some more specific information like their highest priorities, favorite quotes, and anything else you might think of is related to their visit to your website.

All of the above requires you to do customer surveys, online research, and of course, there are many simple and extremely useful tools out there to help you build your people offered by platforms, such as Xtensio, Digital Marketer, Demand Metric, and more.  

Of course, Rome was not built in a day.Then you will have to enter the trenches and do some tests.But fear not.Their data will drive your success!

2. Define your goal

Set goals

Before you start creating your fabulous landing page you need to know WHY you want to create it in the first place.

In other words, what will your call to action be.

This is usually for:

  • Fill out a document
  • Fill out a survey
  • Sign up for a free trial
  • Download a free ebook
  • Order a product
  • Register for a webinar
  • Provide contact information
  • Download a coupon
  • Access a free trial
  • Subscribe to a newsletter

Sticking to a singular goal is important both because it minimizes the amount of choice you give your visitors and because it makes it much easier to create a truly effective landing page.

So what will it be for you?

3. Choose the right keywords

Scrabble Letters

It may take a long time, but if you want the best results you have to love keywords.And you have to choose them correctly so that search engines rank your page.

Keep in mind that long-tail keywords have a greater impact than shorter ones, give you higher rankings, and often produce a higher ROI.

So I recommend focusing on more specific terms.

This way you will attract exactly the audience you are looking for and take a further step towards the point of purchase.

Start by creating a list of terms relevant to your page.

For example, imagine you are a pastry chef based in Rome, specializing in cannoli.

Instead of using general terms like "pastry chef" and "cannoli" you should choose "cannoli pastry chef in Rome".That makes sense, doesn't it?

4. Write a catchy headline

I cannot stress enough the importance of titles.

So maybe the latest expert David Ogilvy will have to:

" On average, five times more people read the headline than the body copy.When you wrote your headline, you spent eighty cents from your dollar. "

So, what makes a great title?

We unravel the mysteries of magnetic titles with some examples.

Example 1

The Attention – Grabbing One

Adobe's attention attracting the landing page

You know you want it.You couldn't put it into words.So Adobe did it for you.

The title is short and focused, leaving the reader's imagination to think about all the countless possibilities that Adobe Photoshop can offer.

You don't know what, you don't know how.You can only imagine.And that's enough to press that button. "

Example 2

The one where you explain what it is

An example of a landing page directed to the Transifex point

The words are strong.And trust me, when your product or service is unique, it's enough.

No clutter.No fluff.Just the real deal.Press that button, you know what you're getting.

Example 3

The Too – Short – And – Sweet – To – Resist One

A short and sweet example of a landing page on the Keto diet

Look at the capitals.Look at the use of the imperative.Count words.Count the characters without even wasting time.

You want a diet.You are human Just press the button and let the specialists do their job.

It doesn't get any simpler than that.

5. Create an irresistible call to action

This is child's play, but even so, I'll destroy it for you.CTA is that sweet button on the landing page that invites the visitor to take action.

Whether it's a free trial, a discount coupon, or a registration form, you need to have a button that shouts "hit me."

Like these:

The Evergreen Effectiveness of FOMO

FOMO means "fear of getting lost" and is undoubtedly one of the most popular words of our era.Let's face it.

No one likes to feel left behind.And it is quite ok to take advantage of this fact.

NETFLIX knows this. And they skillfully apply FOMO on this here to tell you that "hey, are you going to miss the next best TV series?Seriously?"

But they adore you.And they won't let this happen to you.Instead, they offer you NETFLIX free for 30 days so you don't miss a thing.In addition, you can cancel at any time.

You're talking about a powerful message, right?

"Don't miss" is an all-time classic, but you're free to get creative and design your own urgent and scarce button that will trigger FOMO for your visitors.

A Netflix landing page that activates FOMO

Simplicity for victory

Your visitors have the power.But not patience.And you are not allowed to waste time.So get the message out to them and do it quickly.What?Keep it simple.Don't use sophisticated words and puns that no one will understand (and laugh) except you.Instead, choose a simple language and clear message that will help your visitor get the idea in a second.And press the button.

How Spotify does here.

Spotify takes "simple" to the next level by literally talking baby talk.The message is loud and clear, the words are simple, the design is clean.You can't go wrong.

A simple Spotify landing page

Precision means trust

Your visitors want to know:

  1. What you do
  2. What you want them to do

So be a sport and give them what they are asking for.

A direct call-to-action to the point that doesn't make them waver from hitting that button and leaving your page will bring you more leads than you could ever imagine.

Classpass offers a truly unique service, with an app that helps you get into any fitness class in your area, without any subscription, just with a pass.

A Classpass landing page with a precise message

It is a very different idea that can only be communicated perfectly with simplicity and clarity.So here you have a very clear call to action that enlightens the visitor and also offers a free trial to make the call even more enticing.

Extra tip: When designing a CTA button, make sure it grabs the visitor's attention.You can do this by using vibrant and bold colors that stand out.

If you're a fan of softer colors, your button should contrast with surrounding images, text, or any background color.

Are you a game?

6. Use visual content

I know you don't need to hear from me that a picture is worth 1,000 words.But here you are.I said it.

And no regrets there because it is a truth that you must never underestimate.

According to a 2018 study by Microsoft, the average attention span is 8 seconds.

8 seconds!

And who is your best friend when it comes to attracting a human being's attention?

Exactly my friend.Images and videos.

I love this Daily Harvest landing page.

Because it uses a powerful image to convey their message in seconds.

This minimalist and colorful photo here screams healthy, simple and of a high standard.

Even if you have no idea what Daily Harvest is, you get the full picture on a landing page.

Daily harvest landing page

Visual aids are faster and easier to understand, reinforce your message and influence the behavior of your visitors on your landing page.Which of course means improved conversions!

Using the right visual content, direct your visitor exactly where you want them to look and ultimately take action.Plus, they can intelligently replace text!

7. Link your landing page to your ad

An optimized advertisement is not enough.You have to connect it with a powerful landing page, otherwise all your effort will go up in smoke.

So when creating a landing page, make sure your ads direct your visitor to the right place instead of confusing them by bringing them to your homepage.

Because they just don't know what to do with it!

8. Include Social Proof

Imagine you're at the supermarket with your friend.

While you're undecided about which shampoo to buy, he says, "Hey, why don't you buy shampoo X?"

What would be your reaction in this case?

Would you just buy it?

I didn't think so.First you would like some extra details such as why she liked it or why she thinks it is better than other shampoos.

So I guess you see my point.

A 2018 consumer survey by Bright Local revealed that "91% of consumers trust online reviews and personal recommendations."

This shows how social proof can affect a buyer.

Whether it's a product or a service, social proof can guide a visitor down the funnel for conversion.

Aaptiv, one of the most popular fitness apps, nails social proof tactics by including a powerful number and real images, exactly like the ones their future client will want to do.

An excellent example of social-proof usage on a landing page

There are just a lot of different types of social proof you can use:

  • Testimonials
  • Case Studies
  • Customer ratings and reviews
  • Influencing approvals
  • Certifications
  • Brand logos
  • Client logos
  • Subscriber count
  • Social sharing accounts
  • Social links
  • Test results
  • Fiction

Whatever suits you.Just do it.And be sure to use photos!

9. Add analytics monitoring

Analysis chart

You did all the hard work.You've created your enticing landing page.But, wait, how do you know it's actually that fascinating?

Well, you don't.Not before adding analytical monitoring to it.

There's not much point in creating a landing page if you don't track its performance.

Website analytics gives you a lot of valuable information about how they landed on your website, who they are, and how they behave while they're there.

All these reports and analytics will help you develop the right advertising plan and grow your business faster and easier.

10. Optimize your landing page

Last but definitely not least, optimization.

Landing pages optimized according to SEO landing page best practices are intended to generate more traffic.

This happens because it's easier for visitors to find your page and for search engines to understand the purpose of your page.

When optimizing your landing page, you need to pay attention to the following:Title tags:Think of it as the first impression your visitors get from your website.

Although there is no exact character limit, an ideal title tag contains about 60 characters.

Meta Description:

Another powerful marketing tool, meta descriptions basically summarize the content of a page.Think of them as your No. 1 opportunity to grab the reader's attention.

Header tags:

They may not be as important as the title tag and meta description when you create a landing page, but they still deserve your attention.  

Using the primary keyword in a header tag improves the visibility of your search engine.So you don't have to be lazy with this either.


Yes.Content is king.

In so many ways I can't even describe.But SEO – as far as your content is targeted at keywords. 

And no, images alone don't work.Therefore, when creating a landing page, be sure to include some actual and powerful content so that search engines can find you.

Choose the perfect platform for your business

landing page editor

Now that you've planned everything, it's time to move on to the fun part.

Actually, create your own landing page!

Here's and here it is, though.Because everything will be evaluated by the builder of the landing page you choose.

Professional and optimized templates

You may not want to hire a professional to create your landing page, but you still want it to look professional.

Actually, it's not about what you want.It's about what is mandatory if you intend success.

It's 2019.

Your visitors are trained and top-notch.Don't be lazy about this.      

Mobile optimization

You're probably reading this article on your mobile.What makes you think your visitors are on their desktop?Don't remind me of the year again.

A/B Testing Tool

Every visitor is different.Every market is different.That said, A/B testing is crucial if you want conversions.

And it's the only effective way to know if your campaign is paying off.


Integrating your landing page with all your favorite marketing services is a must unless you're running a campaign just for fun.#nonIntegrations allow you to connect your beautiful landing page management software and customer relationship management systems.

Simple as that.

Add your own custom code

This is another feature that is often overlooked, so be sure to choose a tool that allows you to add tracking pixels for retargeting ads, paid ads, and Google Analytics.

You'll only get all the benefits of analytics when the platform you use supports custom codes and allows tracking built into your page.

Variety of multimedia features

Did you know that, according to a study by EyeViewDigital, the use of video on a landing page can increase conversions by up to 80% (pdf)?

So focus on flexible platforms that allow you to easily add videos, animated gifs, or whatever.

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Find out where your visitors are converting, what they love and what they don't. Find out what motivates them and refine your campaigns with the help of analytics and save time and money.

For example, at Moosend, we use our powerful yet simple analytics tool to help you see which links your subscribers click and the device they're using to increase ROI and gain insights that will help you increase your CTR effortlessly.

This is a tool you don't want to take lightly.

Multiple – User Accounts

Maybe you're a loner.Maybe you're a leader who thinks you're going down the road to success on your own.But the truth is that marketing is a team sport.

And the only way to win is to follow the rules.

You and your team need to connect to run successful advertising.

Then choose a landing page builder that allows you to invite other users and give them access to your campaigns so that everyone can work on the same or individual project if that's right for you.

I know that might seem like a lot of work.

And indeed, it will keep you busy for quite some time.

But, hey, success isn't for the faint of heart, right?

Best landing page tools for 2019

Of course, a perfect platform can mean different things depending on your needs, but there are some basic things you'd definitely want to have.

So here's a short list with our top picks so you can separate the wheat from the straw without wasting time.  


Landingi's front page

Price : four floors.Business: Core: $29 per month, Create: $45 per month, Automate: $59 per month, Suite: $209 per month.

Free trial : Yes.All plans come with a 14-day free trial.

Description :

Landingi is a web-based landing page builder, which provides a simple drag-and-drop editor, a rich selection of widgets, and numerous templates and features to play with.

2. Cancel

The front page of Unbounce

Price: Three plans, monthly and yearly, starting at $79 per month.

Free trial : Yes, a 30-day trial version is available to all users.


Unbounce is an advanced yet easy-to-use conversion platform that helps you increase sales and turn visitors into customers effortlessly.

It's a creative and flexible option for users with zero to zero coding capabilities, and duplicating templates is extremely easy.

3. entrance

The front page of Instapage

Price: two floors.Core: $99 per month.Company: customized.

Free Trial: Yes, there is a 14-day free trial that includes all the features of the Core plan.


Instapage is a powerful all-in-one landing page solution with a flexible drag-and-drop interface offering over 200 free templates.

Feature-rich and effective, Instapage comes with simple A/B testing tools enriched with analytics features, allowing you to choose which one works best for you.

4. Home pages

The first page of Leadpages

Price: three floors, Standard, Pro and Advanced.The standard 2-year plan is $17 per month.

Free trial: Yes, all plans include a 14-day free trial.


Leadpages is a digital lead generation platform that allows you to customize your landing page from scratch.

Very easy to integrate with other platforms and offers a handful of rather interesting and useful widgets.

5. Lander

The first page of the Lander

Price: Two plans, yearly and monthly, starting at $16 per month.

Trial: Yes, you can try both plans for free for 14 days.  


Lander is a landing page solution that helps users grow their business without any programming or design skills.

It offers easy-to-manage reporting and a simple builder, and also includes unlimited landing pages for mobile pages.

6. Shortstack

The first page of the Shortstack

Price: five floors.Free plan.Starter: $29 per month.Business: $99 per month.Agency: $199 per month.Brand: $499 per month.

Free trial : yes.


Shortstack is a marketing software – campaign and landing page perfect for anyone with basic knowledge about coding.

It has a great visual interface and a generally intuitive workflow and easy-to-edit templates.  

7. LaunchRock Property

The Launchrock landing page

Price: two floors.Starter: free of charge.Pro: Starting at $5 per month.M

Free trial: yes .


LaunchRock is a free web-based software recommended to a novice audience.

Ideal for users with no programming experience, it offers good control over design and style.

It helps the user easily gather the details of potential new users, thanks to its powerful built-in analytics capabilities.

Unfortunately, it lacks the A/B testing tool and doesn't offer much room for customization.

Do's and don'ts

You know the rules.You play.But are you winning?

Here are some do's and don'ts to help you stay on track and master the art of landing pages.

what to do

  • Keep it simple. Choose a clean, simple look with minimized, straight information.
  • Use buttons that stand out. It helps to create large ones with contrasting colors and various fonts.
  • Use dots and numbers. They help our readers consume information faster.(8 seconds, remember?)
  • Take advantage of the thank you page. Your manners will help you build trust, gather feedback for analysis, and help your visitors present their information successfully.

What not to do

  • Do not include endless text.Yes, you want your visitors to know what this landing page is about.But heck, you don't want to bore them.Or lose them for that matter.So keep it short and sweet, while still being informative at the same time.You got it.
  • D Don't ask for duplicates or too much information. Time is money.How is privacy.
  • Don't use confusing jargon. Of course, you should include videos or images.Don't overdo it.Too much visual information distracts readers and your message gets lost in translation.
  • Don't turn visitors away. You've put so much effort into this.Do you really want to lose your visitors due to some distraction or navigation links that take them to another page?I didn't think so.
  • Do not apply CTAs again. Too many choices will likely confuse and overwhelm your visitor, leading them to take no action.

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To you

Psssst!Come here!Let me help you wear the winning headband over your shoulder.Because you've just been assigned Landing Page Master 2019.

Go out there and shake up that landing page activity like a pro and watch it increase revenue like crazy.

You deserve it.

And then come back here and tell us what worked best for you.

Or leave a comment telling us your "landing page secret."We promise we won't tell anyone but our subscribers!