Landing Pages – What Are They and Why Are They Important?

There’s an abundance of digital marketing strategies recommended by industry experts. However, when it comes to generating customer response, you only need the effective tactics. A great landing page and a well-structured web form are two of them.

Converting website visitors into leads is a vital goal of online marketing and the best way to do this is by creating good landing pages. MarketingSherpa reports that only 8% of companies find landing pages to be ineffective – that’s a high percentage of people that are experiencing positive conversions!


Landing pages are those web pages that are created to capture visitors’ demographic information and collect intelligence on your prospects’ behaviour using a lead-capture form. They are designed to target a specific audience, such as the people who click on a PPC ad. To make them optimally effective for lead generation, they must offer something of great value.

Presentation is Crucial for Landing Pages

The way information is presented on landing pages can have a huge impact on their effectiveness. It’s important to have a proper value proposition and establish complete relevance. If landing pages are not presented this way, most prospects will bounce instead of engage.

Every landing page should contain the following components for presentation:

  1. Headline –

This is what visitors will automatically see when they land on the page. Therefore, it has to be clear and concise in presenting what the visitors will gain if they convert on the page.

  1. Copy –

This is the text body that explains the value of the offer clearly. It is best structured in bullet form so it’s more digestible.

  1. Keywords –

These should be integrated into the title, headers, and text for SEO.

  1. Social media buttons –

These will make sharing on social networks easier to generate new followers.

  1. Hidden navigation –

This will minimise distractions and friction, and reduce the bounce rate.

  1. Lead capture form –

This is the most crucial element on a landing page because it’s where visitors submit their information for the offer, thus converting them into leads.

  1. Images –


These can increase visual appeal and establish a clear idea of the offer’s value.


Here’s a landing page from UPS. It’s simple, uses video and short descriptions. The video matches the landing page in design. It also gets across a message much faster than text.

Share, Interact and Educate

The three communication objectives of landing pages are to share, interact and educate.

Sharing helps increase landing page conversions because social proof is often a huge influence in the decision-making of visitors. Split tests have proven that when landing pages have the “share” element, engagement increases, which then also boosts conversions.

An example of highly shareable landing page content is a well-produced video. It can capture attention and fully tap into the emotions of the viewers, which then will encourage them to share.

Connecting with visitors (interacting) is a must. You’ll get more valuable information from them in order to further improve the performance of your marketing program. The best way to interact is through web forms.

Educating your visitors through your landing page is another sound tactic for conversion rate optimisation or CRO However, you have to do this the right way and correctly inform your audience about the value you’re delivering.

PPC specialists advise focusing on benefits instead of features. This is because people are always focused on emotional appeal. One reliable way of carrying this out is by presenting a white paper that is packed with stats and figures that people will find relevant and useful.

Likewise, make the message as digestible as possible. Refrain from mathematics and wordy statements that are difficult to decode.

The Importance of a Good Form

You can leverage the power of interaction with a good form. As mentioned earlier, it’s the best way to interact with visitors. Structure the forms creatively and visitors will think of them less as a boring requirement and more of a fun quiz. They’ll answer more accurately and perhaps even provide additional details. Such web forms can boost conversion rate optimization.

Here’s an example of a landing page from Teambit:


Teambit’s form couldn’t be any easier – sign up with google (i.e. the click of a button) or input your email address. You’re more likely to gain conversions when your form doesn’t inconvenience the customer. Do you need their job title from the get-go? City and postcode? When you first get to know a person, you don’t ask these questions immediately – the same should be said of a customer that’s thinking to sign up. Keep it simple, and keep it easy.


A good landing page can boost the efficacy and results of your marketing program. It’s shown to boost conversions and gain new clients. So, spare no effort in ensuring that all the vital components are integrated correctly.


What’s one thing you can take away and implement in your business? Comment below, we’d love to hear from you.

Need help to create a conversion driven landing page for your marketing campaign and get more leads, we love helping the business generate more enquiries and sales online.

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