Have you always heard of landing pages, but don’t know what it is and how it could be useful for your business?
It is certainly a very interesting marketing tool to consider if you have just opened a new business and want to attract new customers. Or if you have an established brand and want to sell a service or product or, again, if you are looking for new contacts for your e-mail marketing campaigns.
Depending on thegoal to be achieved , there are different types of landing pages that must be designed in every detail, from structure to text, so that they convert and are really useful for your business.
In this article we explain the 5 essential elements to consider for a performing landing page. Let’s look at them together.
What is a landing page and what is it for
Landing pages (or landing pages) are web pages designed to incentivize a user to take a specific action.
Specifically, they are structured to:
- collect data to generate leads and contacts useful for marketing strategies
- sell directly products and services
How are they reached? Usually through ads, QR codes, banners or social media posts.
Have you ever heard of lead generation? Find out what it is by reading our article: Lead generation: what it is and how to do it

The characteristics of an effective landing page
Depending on the type of landing page and its purpose, the page will be constructed differently.
For example, it may be designed for the person to leave some personal information (such as first name, last name, date of birth, e-mail) in exchange for a coupon, a catalog to sign up for a newsletter, a quote, or get specifics about an online course. Or, it may allow the user to proceed directly to a purchase.
An effective landing page, to be defined as such, cannot be generic. It must be built around the strengths of the product or service being offered. It must attract the attention of surfers and, most importantly, it must contain 5 indispensable elements (that really make a difference!). Here are what they are.
Clarity and comprehensiveness
The landing page should be envisioned as a linear path that attracts, intrigues users and spurs them to take a certain action (made explicit in the CTA).
Achieving this requires simplicity and clarity, as well as compelling and comprehensive graphics and text that contain all the information the user needs.
The elements that cannot be missed are:
- catchy title to attract immediate attention
- List of benefits that the person will gain by performing the requested action
- detailed, clear and accurate information
- form in which to enter their data and – as we shall see – a call-to-action that leaves a mark
- button for the CTA
- compelling images and graphics
To strengthen it can also be evaluated:
- Testimonials to reassure those who are taking the action (especially useful when selling)
- Social buttons to encourage sharing of the same landing page and increase virality
Call to actions that rock (and convert)
A call to action, or call to action, is a call you make to the user to entice them to do something useful for your brand.
It works if it is:
- brief
- captivating
- consistent
- explicit
- clearly visible
For it to convert (i.e., actually succeed in getting the user to fill out the form or buy) it must respond to a specific user desire , suggest a clear and transparent action, and serve a single purpose.
Clear visual hierarchies that attract attention
The graphic layout should be basic, neat, with a few well-reasoned elements , taking care to choose the right images and/or videos.
The structure must leave nothing to chance: it must be orderly and channel attention in one direction. For this, sources of distraction and all elements that can generate doubt in the user, moving away from the goal, must be eliminated .
Finally, the page should echo the colors of the brand identity so that the brand is immediately recognizable to people, also improving brand awareness.
UX friendly landing page
In addition to attracting attention, the landing page must also be easy to navigate and designed to enhance the user experience. In particular, it should be designed to enableusability from any device, with text that is readable by all, aligned and embedded in a responsive design, with strategic white space and motivational colors.
In some cases, useful and unobtrusive elements-such as arrows-can be added to draw the user’s attention to specific areas. It is also crucial to invest in the page’s loading speed so that it is not abandoned before its time.
Finally, great importance should be given to the preparation of the CTA button, evaluating size, colors and visibility.
Monitoring and testing to correct the course
Landing pages need to be monitored to understand their actual effectiveness.
So you will have to set up all the necessary tracking tools to measure conversions, average stay, user engagement, etc.
Discover our services of monitoring and statistics for sites and advertising!
For example, the value of conversion rate will need to be monitored constantly to know its trend. Often all that is needed is to change the color of a button, adjust the call-to-action or change animage to get the desired result.
Other times, however, it is appropriate to do an A/B test, which allows you to compare two different versions of the page to see which one works better.
By browsing the page, abandoning it or responding to the CTA, people will decree the best-performing landing.
The importance of text on landing pages
For a successful landing page, graphic design is essential, but only with simple, persuasive text can the user take the required action.
To guide the user on his or her journey the copywriter is, therefore, involved. His task is to:
- Identify the needs of the target audience and the strengths of the product/service offered by a brand
- Create text that enhances the product/service, extolling its benefits to the user (and problems solved)
One of the most widely used methods-but by no means the only one-isAIDA based on 4 steps:
- Caution: the user lands on the landing but has little time and only a catchy headline can get their attention
- Interest: at this stage you let the person know that you know their problem and know how to solve it
- Desire: now is the time to present the offer and the benefits you get
- Action: a clear, simple and convincing invitation
What about SEO?
We usually get to landing pages through links or targeted advertising campaigns (either with Google ADS or Facebook ADS, for example).
When there is a need to also be found on the search engine then it can be beneficial to invest in SEO. How? By changing the setting and adding, for example, relevant keywords (for your business) in the text, titles and subtitles.
Discover our service of search engine positioning!

What are the most common types of landing pages?
Depending on the marketing objectives, one can opt for different types of landing pages. The most commonly used are:
- Sales page: dedicated to specifically selling a product or service or requesting a quote
- Squeeze page: to increase valuable contacts (such as newsletter subscribers) by offering a free product or promotional code in return
- Splash pages: useful for making an announcement (e.g., to inform about the opening of a restaurant, store, or event)
- Coming soon: to be evaluated if it is intended to create a sense of expectation with respect to a product or service that has not yet been advertised, while at the same time collecting useful e-mail addresses by offering subscribers exclusive benefits
These are some of the many types of landing pages that can be made. Each, as you see, responds to a particular goal.
Want to figure out which one is right for your brand?
Contact us to learn more and discover our landing page service!