the importance of landing pages

What role do landing pages play in your online campaigns? To bring your target customers to convert their intention into action.

By the way, here’s an interesting detail: the average B2C website has a conversion rate of less than 10%!

Landing pages have only this one mission, so why would you get bad results? More importantly, what can you do to get better results for your business? More importantly, what can you do to get better results for your business?

The answer to these questions is simple. If you want to get more conversions, you need a high-quality landing page. Most businesses fail to get conversions because they do not have a landing page or when they do; they are not designed to perform well. So, if you want better results for your business, you need to focus on developing a quality home page for your sales.

What are landing pages?

A landing page definition, as its name indicates, is the page on which your potential customers land. Whether they come to your site from an online search, social media or an online marketing campaign, your landing page is their first meeting with your business.

Therefore, your page is a gateway that must entice your customers to do something. This action usually involves inviting your target audience to do something of value to your business. It is what marketers call a conversion.

Now a conversion can be almost anything, but in general, you want to at least get some information about your visitors as their email address. Its purpose can allow you to contact them later with a more attractive and personalized offer.

Technically speaking, your landing page is any page your visitors encounter for the first time on your site. However, if you run paid online advertising campaigns, you have the option to choose precisely to which page your ads are sending people.

This is important when paying for clicks; you want to send people to the most compelling landing page possible.

In this respect, it is preferable to create specific landing pages for each online campaign dedicated to an offer. In this way, your landing page perfectly matches the expectations you have set in your ads.

Given the importance of these campaign-specific landing pages, let’s see what you can do to get the most out of them.

What makes different landing pages specific to a campaign?


Here are some distinct features of the landing pages that make it an essential part of your online marketing campaign:

These landing pages are focused on a specific conversion action.

Campaign-Specific pages are not lost in additional information, promotional material, etc. They say instead: ‘this is what our company has to offer and it is here that you must click to get it.’

If you have a specific page for this purpose, what happens when your marketing campaign? People consult your site, will delight you in what you do and come back to navigation. A landing page is to get results in your marketing campaign.

These landing pages offer a minimum of distractions for the visitor. 

The rest of your site may include various Visual effects or information complementary but, your landing page must remain purely commercial and focus on the conversion of potential customers.

These landing pages are intuitive and straightforward. 

Landing pages make all the visits to sales conversion process as simple as possible. They contain no binding forms or do not ask for complicated information that the user can be considered a deviation. Therefore, all your customers have to do is click and place an order for supply.

Highly targeted landing pages

A landing page that is designed according to your target audience. Therefore, they are unique in their design and highly personalized. You can either use landing page templates or a landing page builder. If the visitor finds relevant landing pages compared to what he is looking, again, he is encouraged to stay.

Why opt for a landing page on the home page?

The importance of landing pages

At the top of the directory tree of your web site, the home page is usually the page of a passage of the majority of your visitors. According to the source, the user can not necessarily stay on this home page. You can directly get him on another page of the site, such as an article in your blog, for example.

It may be tempted to visit the home page by clicking on the logo of your menu. Your home page must, therefore, be thought to convert this visitor and did not give him the desire to leave the site. The home page must, accordingly, respond to the level of maturity of the visitor so that it meets your purpose: to inform the visitor or encourage a contact or a subscription.

Two opposite approaches to building the home page: either make this page as a ‘home page classic’ or as a ‘landing page.’

The confusion is recurrent between these two notions. There are indeed differences between a landing page vs home page. Let us look at the difference between these two concepts and why opt for one of the two homepages of your site?

What is a classic homepage?

The importance of landing pages

It’s your company’s presentation page.

It presents information of various kinds about your company. The aim is to reassure the visitor who you are, to list your various service offers briefly or to expose your latest news.

It succinctly presents all the content of the site. The home page is the page where users go to have a panoramic view of it. It can potentially talk to different targets and it is focused on the characteristics of your offers or services. The main argument is not oriented towards the problem of the visitor but towards the solutions that you bring to them.

What is a landing page

Nothing prevents you from designing your homepage as a landing page, on the contrary. If, at the base, a landing page is a specific page to an acquisition channel, in fact, a landing page is a page specific to a low maturity of your market.
A landing page is intended to push the visitor to take action according to your goal. This landing page is a page of argumentation to convince and reassure this visitor according to his low level of knowledge.

In this landing page, you must include the 3 Us: in what you are Useful, Unique and Ultra-specific.

We know that a landing page gets an optimum conversion rate when it is focused on:

  1. The problem to which the offer responds through what is called a ‘value proposition.’
  2. A description of the solution or service but specific to a target
  3. A clear call to action
  4. The features of the solution (answers to objections)
  5. Reinsurance pitches

How To Create Effective Landing Pages

The importance of landing pages

In the process of learning how to design first-rate landing pages, you’ll discover a lot of content about choosing the font, colors, imaging, copying, and so on. These are certainly all important ingredients for good quality landing pages, but the most important ingredient is your ‘offer.’

Most landing page website follows a strategy similar to that of competitors and provides a proposal as annoying as any other business.

The result? Fewer conversions


your landing page has only one job to do – to get your client to convert their intention into action. So, no matter how beautiful your images or the quality of your copy, your customers will only convert if you give them something of value to buy.


Say that you have just launched software that improves the security of computer systems. By using social media display ads, you get your target audience to access your landing page, which you have explicitly designed for this software.

On your home page, you want them to sign up for a free trial of the new software. However, all other software companies do the same thing. You can bring part of the audience to convert, but to increase that number, you should do something different on your landing page. (See our article: How to keep visitors on your website?)

Think about what your landing page can offer your target customers. How can you make your offer unique? And if, instead of providing a free trial of the software, you offer them a free evaluation of the security risk that their IT installation is currently facing?

After submitting a report, you can suggest that customers purchase your software to improve the protection of their computer systems.

If your landing page offers something unique and surprising, you are much more likely to entice people to convert.


A powerful landing page can earn conversions, grow your business and get better results from your online marketing campaigns. It will give a unique user experience and thus bring high fluidity traffic.

Mistakes to Avoid on Landing Pages

Here are some things your landing pages should not contain:

Too much information

Your customers already have enough information to decide to give a chance to your offer. That’s why they clicked on your ad online and reached your landing page in the first place.

In many cases, visitors to your homepage do not want more information about your offer. They want to know how to get it. So, do not waste their time providing them with more details or information on your landing page. Just show them how they can sign up and place an order.

‘Call to action’ missing

If you get them on your landing page but do not give them a clear call to action button, you can not expect your landing page to convert?

Make sure there is a clear and visible ‘Call to Action’ button on your page, and make sure that when your customers click the button, it does not send them to another page they need to browse. The easier the call to action button is, the more effective it will be to get conversions. (See our article: How to improve call to action?)

Long loading time

If the elements of your landing page take a long time to load, there is a good chance that your online audience will disappear without even seeing your page. In today’s competitive environment, speed is an asset to win business.

If your landing page takes too long to load, your audience will not wait and close the page. So, even though you’ve included some interesting elements, if a page element significantly increases your loading time, you’ll have to get rid of it.

Do not test the different versions.

There is no ‘one-size-fits-all’ for your home page. Whenever you create a landing page for a particular marketing campaign, be sure to test the different versions of it. Also, focus on developing and improving the one (s) that get the best answer. You don’t need to invest in a landing page that is not effective.

Do not establish credibility

Everyone is scared of online scams. Therefore, you must make your offer credible.

One of the most effective ways to establish credibility is to add testimonials to your landing page. A few words from your satisfied customers or some statistics on customer feedback can significantly enhance your homepage and the credibility of your offer, thus increasing the chances of conversion.


A good landing page can be the differentiating element between a successful online campaign and a failure. When creating a landing page with a decent conversion rate, understand how to create a high-quality landing page.

So we talked about do’s and don’ts to design useful landing pages. Following these principles will help you get started. It can also be helpful to check the 3Ws of a good landing page for lead generation; What, Why and how. (What? Why? How?)