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what is a landing page or lead capture page?

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The order of the day in digital marketing is to attract targeted traffic to your website so that they end up becoming leads and these become customers of the brand. To achieve this there are different techniques. Today we will talk about one of the most common in ecommerce: the landing page.

what exactly is a landing page?

A landing page is a web page that has been designed specifically for the purpose of converting visitors into leads. It is therefore very important to create a good landing page, because its sole purpose is to convert leads into customers. If the content, structure or design does not seduce the user, it means that it is not fulfilling its main function.

If our landing page is well designed, we will be offering the user something attractive that will make them more willing not only to leave their information or fill out a form, but they will be willing to buy and become not only a lead, but a customer of our brand.

what does it consist of?

It consists of the user entering our website, for example, in a post on our blog, if they are interested in the content and consider it to be quality content, they will want to increase the information and will do so through our CTA or call to action, which will take them directly to our landing page, where they will be asked for their contact information if they want to receive the extra content they wanted by clicking on our CTA. Once they have sent us their information, they become a lead. The more people who feel attracted to complement and add information, the more potential customers we will have, so we can contact them and convert them into customers by influencing their purchasing decision.

Know your audience

One of the fundamental parts of our strategy to create a landing page is to know our target audience perfectly, we must be very clear about what our buyer persona is in order to know how to address them. We will not address a young audience in the same way as an adult one, nor will we use the same channels, nor will we use the same design or persuade them in the same way.

We must not forget our competitors, we must also analyse them, see their strengths and weaknesses in order to achieve better results than them, striving to be better than them in their weaknesses and surpass them in their strengths.

how to create your landing page?

  1. Title and subtitle
    These are the first elements that the user will find after entering the landing page, so they will determine in a few seconds if the user decides to stay or not. So you have to explain very clearly what we are offering them. The title must be very concise as we will use the subtitle to add information and context to the offer. It must be attractive, but above all it must persuade the user not to leave the landing page and continue until he/she becomes a lead.

  2. Consent
    This is the most important part when creating a landing page, it is absolutely mandatory that leads give their explicit consent to receive commercial information, so the notice that they are going to receive commercial information must be clearly visible within the landing page.

  3. Less is more
    You must write in a simple way, our intention is that the user wants to read more, if you use technical terms or complex vocabulary, they will get tired or bored and will stop being interested in your brand. You have to speak like the user, so that they understand everything perfectly, and above all not bore them so that their level of interest in your brand does not plummet.

  4. Visual
    Yes, it must be visually attractive, but without going overboard, as the user cannot be distracted by details that do not contribute anything. Therefore, the main menu and the rest of the links must be eliminated; we must focus all the user's attention on the offer that we are providing to avoid escapes.

  5. Icons
    Something that is pertinent to add are the icons to share in networks, not only do they not distract the user, but using them means that the content that we have offered has seemed interesting enough to share it in their social networks with the rest of their followers. They are recommending our brand.

  6. Form
    Within the form that we offer our users to convert them into leads there are several fields. This form is essential to take the next step in the buying process, so we have to create it very consciously and take care of the details. If for example we exceed the number of fields in the form, the user will feel overwhelmed by the large amount of information that we are asking for and will not complete the form.

  7. Offer
    We must focus our content on the quality of our offer, if we focus on explaining to the user the value that our offer will bring, the user will feel attracted by it and will want to finish filling in the form to get all the benefit that we as a brand are offering.

  8. Multimedia
    A valuable content is not only a good explanation in a text written in a concise and clear way, what really adds value among new users is to add audiovisual elements such as explanatory videos, these will capture the attention of users better than a text. In addition to improving the mental image that the user has of us showing that we invest time in our content to facilitate the work of receiving information.

In conclusion, the main objective of a landing page is to achieve user conversion, and they are really important for the results they get. A landing page that is well done allows a much higher conversion rate than a normal web page. With this you will save budget by spending less on google ads, getting as we have already said a higher conversion. As you can see, there are all advantages. So thanks to all the tips we give you in this post and after observing the many advantages of creating a landing page.

don't wait any longer and finally create a landing page that will help you optimise your marketing strategy!

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