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landing page

Landing Page (LP)

The Landing Page is the visitor’s lead conversion page. To assemble the perfect Landing Page, 7 elements are needed. Do you know what they are? Check out this article.

Landing page, or LP, is a page structured and designed in all its elements to convert visitors into leads. They are widely used in digital marketing campaigns and their application is strategic, usually offering some rich content in exchange for the potential customer’s data.

Anyone who wants to be successful in digital marketing strategies needs to understand and use good LPs to impact their potential consumers.

In addition to creating valuable content that really delights users, it is necessary to deliver it intelligently and attractively.

It’s no use creating something really good if you can’t communicate it, let alone gain a few seconds of attention.

In this sense, creating a landing page is strategic and vital to be able to generate good leads for your company to start nurturing them.

It is, if not an initial step, one of the first to reach your target audience in the right way.

What is she? Showing that your brand is a reference in what you do. That dominates the subject and that it simply has to be heard at all times.

In this article, we will address the importance of an LP in business marketing. Concept, how to apply, a step-by-step guide with tips and also a checklist when creating.

In this way, you will be able, in a more precise way, to attract more consumers to your brand.

Let’s check it out?

Good reading!

What is a landing page (LP)?

The landing page, in translation, is the user’s landing page that comes from an email marketing campaign, sponsored links, or other offer.

It is an important part of the strategy on how to attract customers. It is part of a good digital marketing strategy, which inbound marketing relies on – a lot!

This is the user’s conversion page from visitor to lead and is in the “convert” stage of the inbound funnel.

This page is where the user exchanges his information (such as e-mail, name, and telephone) for materials (indirect offer), product tests, and diagnostics or quote requests for a particular product (direct offer).

Its application is important to understand the behavior that customers usually have and to be successful in applying their marketing strategies.

When entering an LP, the visitor’s unconscious makes a general analysis of the page in 0.5 seconds. This will define whether this content has credibility or not.

Therefore, it is of fundamental importance that the LP, in addition to fulfilling the functional objective, also fulfills the visual and social objective.

Credibility can be given in several integrated ways:

  • Visual;
  • Customer testimonials;
  • Customer logos.

Why is creating a landing page important?

As we have seen, the function of a landing page is to be a page to generate the conversion of a visit into a lead.

However, it will be built according to the objective of the campaign, among which can be:

  • Subscription to a newsletter;
  • Capture subscribers to content;
  • Sell ​​a product;
  • Generate potential customers;
  • Present a brand;
  • Disseminate viral content;
  • Build relationship;
  • Commercial transaction;
  • Collect data through forms;
  • Present a partner program ;

When visitors read the ad and click on the link, they expect to find exactly the content that was offered in the ad.

Therefore, ads with different themes, need to be linked to different LPs and with content consistent with the advertised.

The result of an LP is measured through the conversion rate (visits x goals conversions)

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

How to create an efficient landing page? See 9 steps!

We’ve separated, below, some items that you need to pay attention to when creating a landing page with some rich material prepared.

The goal here is just one: improve your lead generation strategies. Which, of course, is essential for your company’s sales success.

That’s why content marketing is so important. It shows that the brand is an authority and gives much greater confidence to those who have the potential to become customers.

9 are the steps we’ve set aside for you to create a landing page that has an impact and that really exerts a persuasive power over the buyer persona of your business.

Remembering that, for this, it is necessary to choose good marketing automation tools that offer this feature.

Check it step by step:

1 – Header

The header of a landing page aims to clearly and concisely explain the offer, and for that it must be composed of the company logo, a title and a subtitle.

The title must include the name of the material, to show visitors what material they are receiving.

In the subhead you are communicating to the visitor how your offer is going to help them solve a problem or seize an opportunity.

The header is the first element a visitor will see when accessing your page, so they should understand the offer and feel interested.

The best way to summarize how to build a headline and subhead that will appeal to you is: the headline explains what the offer is and the subhead explains what benefit it will bring to the lead.

2 – Text

Good text for your offer should be explanatory, clear and direct, in 1-3 lines explaining what your offer is and how it will help your visitor’s business.

Then use topics answering the main questions about the content and a summary of the material, making it clear to the lead what he is acquiring.

Ideally, leave the most important information “above the page fold”. That is, that this information is viewed without the user having to scroll the page.

Important: leave to “sell” your company at other times, you will have the opportunity to demonstrate the company’s differentials at the bottom of the sales funnel.

3 – Call-to-action (CTA)

Encourage users to purchase your product with one call. That’s the importance of CTAS: a call to action.

Include the type of offer you are using so that both the visitor and search engines understand what it is, for example, eBook, template, webinar, spreadsheet or other materials.

Also use an action verb to direct the user, such as “download”, “do”, “watch”, “access”.

4 – Remove the navigation menu

The intention of removing the navigation menu is not to distract your visitor from the real focus: filling out the form.

Remember that the main objective of your landing page is to attract customers, focusing on the action of generating good leads.

So don’t let him get distracted and lose focus of the offer by clicking other links.

5 – Form

Landing Page Form (LP)

The form on the conversion page should mirror the bid amount, both in the information you request in the form fields and in the length of the form.

How much information is my visitor willing to fill in to obtain this material?

The best answer is: it all depends on which stage your material belongs to (top, middle or bottom of funnel) and also how complex it is.

In other words, the more valuable the offer, the more information you can ask for.

You must not request data such as company name, location, website, number of employees, telephone number and specific data.

That’s because, you’re creating a funnel-top eBook conversion form explaining what a particular service is, for example.

The best way to compose this form would be by name and email only. It’s far less invasive.

Also make sure the confirmation button is highly visible, you can work this by adjusting the size and color of the button.

Large buttons with contrasting colors catch the visitor’s attention and entice them to click.

This, by the way, is something that the psychology of colors, applied to the marketing of companies, teaches.

6 – Images

A perfect landing page is not only made of text and form, it must also have an image or a small video that shows your product.

Including an image or video helps visually communicate the value of the offer to visitors.

A visual representation can communicate the offer much faster than callout text. Therefore, the image must be in line with the proposal of the offer and must be relevant to the user.

Do not use random and low quality images, they will cause the value of your offer to decrease.

Ideally, the image is a sample of what the user will receive when filling out the form.

If you’re offering an eBook, put the cover on. If you are offering a spreadsheet, place the spreadsheet image.

7 – Social Media Icons

Add social media sharing buttons: Integra, Twitter, LinkedIn, Facebook and Interest.

This is a good practice to allow your visitor to share the landing page of the offer with their friends on social networks.

If he finds the content relevant and useful, chances are that his friends on social media will also consider him and be interested in the offer.

The recommendations on the page also increase the credibility of the offer and make the visitor more comfortable to leave their data in the form.

8 – Thank you page

landing page (LP), thank you page

The thank you page allows the company to thank the lead for signing up for the offer.

But, it’s more than that. It also provides some additional guidance on the next steps the lead can take.

While the pop-up with a thank you message is a good start, ideally, you should direct your visitor to a page thanking them for downloading and offering complementary content.

The intention is for the user to continue on your site and downloading materials, put other offers on the same page.

Select your blog posts on the same subject to increase awareness. Videos are work very well.

Keep arousing the user’s curiosity.

This way he will want to stay on your site and, even better: it will reinforce the idea he already had that your brand is a reference in what you do.

9 – Test what you created

It’s not enough just to make an effort to improve the design and structure of your landing page if you don’t know how your customers will behave when they see it.

Just as your company has different audiences, it is important to create a different landing page for each product.

You need to reach all these audiences and all traffic sources as well.

Using A/B Testing, in which you create two different pages and test them to see which one performs best, can be a good strategy.

A landing page that contains all the necessary elements for a better understanding of the user can indeed increase the conversion of visitors into leads.

So, keep them always on test, updated and aligned with your audience, to achieve the best result.

Important! Don’t, of course, forget to create an email marketing following. A flow that nourishes this lead and makes it ready for the SDR to qualify for sales.

Checklist for creating a landing page

Maybe you’ve already figured it out, but a little more content is always good, right?

Here, we have separate checklist for you to create your landing page and bring even more customers to your business.



Landing Page Design (LP)

  • The unique URL for LP?
  • Multiple URL’s?
  • Is it easy to remember?
  • Is it easy to write?

Define the campaign objective

Landing Page Purpose (LP)

  • Generate leads for sale?
  • Generate leads for promotion?
  • Just spread the word?
  • Prospect partners?

Define the target audience

Target audience landing page (LP)

  • The audience is not you! Define it!
  • Create an ideal customer profile (ICP) ;
  • There can be multiple profiles;
  • Sort profiles by priority;
  • Avoid too wide a range (you end up not reaching anyone).
  • List all elements on the page;
  • Create an outline of the layout;
  • Structure base before page texts;
  • Consider the overall size and placement on the page;
  • Pay attention to where the page scrolls;
  • Reduce distractions. Focus on goals. Direct the visitor.


Landing Page Content (LP)

  • Titles: must be related to the place where the visitor came from.
  • Define the CTA (Call-to-action) or call-to-action.

This text must be linked to the titles. The call to action is always in the now. Create urgency! Use mental triggers. Do It Now!

Examples: Click Now! Get started today! Latest units! Do not leave it for later! Limited Time Offer! While supplies last! Etc…

  • People need to be guided in what needs to be done. Show me what to do.

Examples: Click here. Sign up. Contact us. Tweet this.

  • Make sure visitors know where to click.

Page text: only 20% of visitors will actually read this text, but it must be well written.

Show pictures and translate what they mean.

Use colors: contrasts draw attention. Use stronger colors where the action must be performed.

Remember to position. Where is so important when what. (Eye-tracking)

Keep it simple. Really! Less is more and simplifies generating better results.

Don’t take it personally. Don’t expect too much from the first visit. So ask for less data on the first date.

You are just getting to know each other. What is really important to your business in the first contact? Think about it when setting up the form fields


Landing Page Tests (LP)

  • Publish, promote, optimize and convert!
  • Set up a calendar to review and adjust according to statistics;
  • Always keep in compliance with the main goals and objectives defined in the first step;
  • Think your metrics! Conversion rate is 90% of the battle. Measure performance. (Page views x Goals x Conversion Rate);
  • Create more than one page to test which versions are most accepted and generate more results;
  • Observe the patterns, learn from the results, and change what is obsolete.


Integration with landing page (LP)

  • Is it integrated with your marketing automation system?
  • Is it integrated into your sales system for the sales team to work on leads?

Have landing pages integrated with sales CRM

​​​​​​Now, Pipe Run customers can make a much more agile and assertive lead capture on their websites.

Pipe Run and Sonica have integrated their solutions to help small and midsize businesses create high-converting, 100%-integrated, high-converting websites and landing pages in code with Pipe Run in just 8 steps:

  1. Access your Pipe Run CRM login (If you don’t have an account, create it for free here );
  2. Go to Integration Area;
  3. Search for “Sonic”;
  4. Click on the “Integrate” button;
  5. Fill the form;
  6. Receive the link with the structure of your website within 48 hours;
  7. Receive training to make the necessary adjustments
  8. Get Your Website On Air and 100% Integrated with Pipe Run

Learn more about this partnership by clicking here.

So, how can we help you?

Enjoy and read two articles that will help you bring more customers to your business.

The first talks about how to approach a customer for the first time and how you can delight them right now.

The second brings valuable marketing tips to apply to companies of all sizes.

Good sales!