What is a landing page?

💡 Good to know
Landing pages are available for Business and Enterprise offers.

In this article, we'll explain what is a landing page. We've created a series of articles to help you build your landing pages:

What is a landing page?

A landing page is a single page where a visitor "lands" following a click on a marketing call-to-action (CTA). It could be a pay-per-click ad (Google Ads, for example), a post on social media, a banner, or an email campaign.

When creating your landing page, always keep in mind that it is a targeted page intended to guide a visitor to "convert" (take a desired action).

Since a landing page is more focused on conversion than other pages, such as your homepage, keep it simple and concise so that a visitor or lead can take your desired action.

Why create a landing page?

When creating a landing page, start by asking yourself: “what is the goal of this landing page?”. A few examples of common goals for a landing page are:

  • Subscribing to a newsletter
  • Buying a product
  • Downloading a white paper
  • Requesting a quote
  • Receiving information about a program
  • Downloading an app
  • Requesting a callback
  • Signing up for a webinar

Let’s review two common goals and use cases of landing pages:

Lead generation landing page Promotional landing page

Goal: Collect information from a visitor.

If you want to collect data from a visitor, you can design a landing page that integrates a form as the call-to-action (CTA). Once they fill in the form, your new lead will automatically be added to your Brevo contact list.


💡 Good to know
To easily follow up with your new leads, you can set up a custom Automation workflow by automatically assigning all new leads that are generated from the form to a Sales representative and performing specific follow-up actions (emails, deals, meetings, etc.).

Tips for creating an effective landing page

  • Define a clear, unique goal for your landing page. This goal must be clear, simple, and coherent to not confuse your visitor. All the information on the page must serve this goal, from the value proposition to the call-to-action button.
  • Use a call-to-action that corresponds to your main goal and that stands out.
  • Think about the shopping or discovery “funnel” that your leads will go through. This is the set of experiences, actions, or steps that your landing page visitors have already and will go through on their way to converting. To be effective, it should be an easy, intuitive, coherent process.
  • Use a similar graphic design and writing style throughout your funnel, including on the landing page, so visitors easily understand where they are.
  • Get to the point by using a clear layout with a short format.
  • Test your landing page: it should display quickly and without any content or loading errors.

⏩ What's next?

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