Landing page: what is it and what is it for

This article will help you to better understand what a landing page is, clearing and explaining the whole theoretical and practical universe surrounding landing pages. In addition, you will know what landing pages are for, how to create and design a landing page, the function of landing pages in inbound marketing and some examples of landing pages optimized for conversion.

What is a landing page?
A landing page is a website that has the sole purpose of converting visitors into leads, or getting leads to move forward in the buying process. To achieve such conversion, the landing page must promote an offer of content of interest to visitors. The process of capturing data on the landing pages is made possible by web forms that request information from visitors, and in return allow content to be downloaded.

You could say that...

A landing page is a digital sales representative who collects information about potential customers
It is important to take into account that the data requested in the forms must be balanced with the value provided by the content offer. That is, if the content is of great value, more information can be requested from the visitor.

The ultimate goal of the landing pages is to enable a visitor to become a customer. To do this, it is advisable to create different content offers and landing pages oriented to each of the buyers and the stage of the customer journey they are in.

A landing page, therefore, is not just any page on the website. The landing pages are prepared solely and exclusively for conversion, reducing the elements of distraction. That is why they do not have a navigation menu or a footer, as we will see in the section "how to design a landing page".

To conclude, to check what is a landing page, and what is not. We must ask ourselves the following question: What is its purpose? If the answer is "to convert visitors into leads", we can say (without a doubt) that it is a landing page.

What is a landing page for?
Although in the previous section you can see what a landing page is for and what it is, at this point we will see the fundamental aspects why you should create one.

The landing pages are used to capture data from people likely to become customers. If they are well designed, they will allow you to start the inbound marketing process, which always starts with the capture of lead data.

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