What is Landing Page: A Guide to Landing Pages That Convert

Landing Page

Landing Pages are pages of a website with one main focus: conversion. Thus, these conversion pages have fewer elements than a traditional page, focusing only on the core offering it offers.

The main point of an inbound marketing strategy is to attract the right people . And more than that, you should be able to make them want to consume even more content, so they walk through your funnel and become customers.

For this trajectory to actually happen, you need to convert these people, and there is no better conversion strategy than using Landing Pages.

That’s why we’ll teach you everything you need to know, not only to understand more about Landing Pages, but also to create a strategy that really impacts the conversion of your funnel and hence your results.

What are Landing Pages?

Landing Pages, also known as landing pages, are primarily focused on converting visitors. These are pages with few elements and focused on only one main CTA, avoiding distractions and ensuring the desired conversion.

Imagine the following scenario: You’re attracting millions of visits each month to your blog and your site, but you can’t take them to the next step, which is to keep walking through the sales funnel toward buying.

In theory, all these visits are great, but in practice they are not really impacting your business.

For this purpose, specific pages are created that set aside elements that might distract the user’s attention, such as menu, text overflow or other information that is unnecessary for the purpose of having the user perform an action.

Overall, within a Marketing strategy, this action is to fill out a form in exchange for some more valuable content – what we call rich materials – such as ebooks, infographics , spreadsheets, or any other content that is good enough for you. worth of providing your data.

However, a Landing Page may also contain a special offer, a purchase conclusion, or any other action that makes sense within your strategy.

The Relationship Between Business Opportunities and Landing Pages

But you may be thinking, ” Why do I want my visitors to fill out these forms and perform these actions?”

And the answer is simple: generate leads .

Leads are business opportunities for your company. After all, as we said at the beginning, it is very good to generate visits, but only visits do not grow any business.

So, with your prospect’s contact information, such as name and email, you have the chance to:

  • start building a closer relationship with him, increasing his trust and empathy;
  • understand exactly who the people accessing your content are and if they really have the profile of your ideal customer;
  • provide your sales team with opportunities that can be contacted at any time to finally make a sale.

And many others!

Therefore, Landing Pages conversion is a great strategy to take your visitors to the next level, whether it’s relationship or purchase.

Landing Pages Are Fundamental To A Marketing Strategy

Yes, although they are excellent lead generation tools, this is not the only reason Landing Pages are essential to your strategy.

In addition, they are also responsible for:

Facilitate Your Lead Scoring

Lead Scoring is a way to prioritize those leads that are “hotter” within your strategy , ie, those that have the most potential.

This happens through points given to each contact according to the actions performed by them.

That way, if your visitor has a conversion to a funnel background material , he or she is likely to be more ready to buy, and should therefore be prioritized by your sales team.

This makes your sales team’s work easier, optimizes your conversion by taking advantage of the best opportunities, and builds a good track record of your contacts by providing both your salespeople and your valuable information marketing.

And you just need a good Landing Pages tool – we’ll talk about that later – and give points to the content that makes the most sense inside your funnel.

Target your contacts

Also, depending on whether your contact is converting to a particular material or the information you request on your form, you can better segment your contacts.

If you are, for example, with more than one product – and thus more than one persona – you can distinguish these people through conversion on the Landing Page.

Another possibility is to know exactly who the people are interacting with you, especially for companies that do not serve a defined segment or size of business. For B2B markets, defining, for example, a person within the client company who is most interesting to contact is another way out.

Lower Your Customer Acquisition Cost

In addition, Landing Page is an extremely cheaper opportunity generation option for your business.

Just imagine other ways to get so much information, especially from people who are interested in you. It would take hours of calls, hundreds of interviews. That is, things that are hard work and therefore cost much more!

With good marketing and good strategy, a single Landing Page can be the engine of your entire sales month , generating enough opportunities to nurture your entire sales team and increasing their potential!

The Key Elements of a Landing Page

Well, now that you know exactly what Landing Pages are and how important it is, it’s critical to create pages that really meet that demand: conversion.

For this, there are some elements that are indispensable for a successful landing page. Let’s use an example landing page so you can understand exactly each point.

Are they:


After all, people will not simply come to a page of your website or blog and start filling out forms with their personal information.

Therefore, you need to keep in mind that offering a landing page needs to create a lot of value for those visiting that page. Thus, content that they would find on a blog, for example, is not a good option.

So think outside the box, understand exactly who your persona is and what her needs are. This will give you a wealth of offer insights that can really enchant you to the point of filling out the form just for access.

We’ll talk a little bit more about good offer options later. But in the case of the example, it’s the material about Google Analytics.


In addition, it is critical to leave a clear message about what is being offered on the page, first so that the person feels interested, and also so that they do not feel deceived and continue converting with you.

So think of a catchy, simple, understandable title that lives up to your offer.

Also make it clear what kind of content people will find when filling out this form: whether it’s an ebook, a consultancy, a newsletter .

It is very frustrating to fill out a page thinking that you will find one type of product and in the end receive one that was not in your best interest.


Another important point is called Calls to Action , or “CTAs”.

They are those buttons or text that invite the person to perform the action, usually with imperative phrases like:

  • Download now;
  • Access the full content;
  • Receive the material;
  • Schedule your consultancy;

This is an example of CTA we use here at Rock:

Image URL: https://www.bloggercage.com/wp-content/uploads/2018/03/2-2.jpg

It is critical that the CTA be clear, objective and help the visitor understand what action he or she is taking and at the same time the invitation to do it.


Some people skip this step, but in practice it will depend much more on your persona than anything else.

However, if you choose a description, it is critical that it gives a succinct message about the purpose of the offer and the value it can bring to the convert.

And if you don’t want to use it, it’s okay: you just have to make it clear to the visitor what is being offered.

Visual Contents

The visual content as well as the title and description, help your visitor to really understand what in fact is being offered on the landing page, with some advantages: they are much more clear and attractive that verbal elements.

Think for a moment that you were directed to an LP and automatically an explanatory video about the material of your interest begins to play. If it is didactic and easy to understand, as well as saving you a lot of reading time, you are much more likely to be converted.

To be more accurate, according to an Eyeview study , the chance of conversion in this case would be 80% greater than on a regular landing page.


That’s the part that interests you the most, isn’t it?

Forms are another very important part of a Landing Page, especially as they will be the “payment” you will receive in exchange for that offer.

So make all the fields clear, make life easier for those who are doing this by giving them practical options to fill in – such as drop-down fields where one only has to choose one – and as soon as possible.

We’ve also brought you one more example from an LP already used to help you understand how you can develop forms that can extract the most essential information for your business:

Stay tuned: Each new field of a form like this is a drag on your potential customer’s conversion path. Therefore you must be cautious.

How do I know what information I should ask for on my form?

This is possibly one of the questions we hear most often. After all, the form has to be small, but we want to know everything about the visitor… so what?

In this case, the question you should ask yourself is: what information is indispensable for me to know if that visitor is really a quality potential customer?

Because there is information that you would like to know, but in practice it is unnecessary for you to make any decisions about the future of that lead.

And on the other hand, if you don’t ask for enough information to understand this, you are missing out on a great opportunity.

Some information is standard as:

  • name – after all you want to know who the person is.
  • email – to have a contact channel with her and be able to get good nutrition.

Other than that, you will have to evaluate your business model and the characteristics that make a person a potential customer.

If you are B2B, for example, it is important to know the name of the company your lead works for, to understand whether or not they have the characteristics of a potential customer, or the position of the person, to know if they have the power to take. decision.

If you are B2C, contact information can often be simpler.

In general, the more complex your product, the more value it has and the longer the buying cycle, the more information you can ask for, and the more value you should generate from your content.

Low-cost, large-scale, easy-to-sell products can generally be satisfied with less data.

How to create Landing Pages that convert

Have you noticed how a Landing Pages strategy can improve your results, both in lead generation and in adding value to your persona, getting to know more about your audience, and increasing your channel traffic.

So now is the time to learn, in practice, how to generate Landing Pages that really convert your visitors and help you pump out your strategy!

Optimizing Landing Pages

Once your Landing Page is created, or in the process of creating it, you should start thinking of ways to optimize it, that is, make it as attractive as possible to generate maximum conversion.

For this there are some techniques and strategies that can make your life easier and impact your results a lot.


Before you even start, you can do some research and understand what companies in your area that inspire you or are successful cases have done in the Landing Page category.

This will give you good ideas to start implementing your design process and not have to start from scratch.

These benchmarks are also a great option when your strategy is already running and you want to improve on some elements. By the way…

A / B tests

One of the great wonders of Landing Pages that is critical to increasing your conversion is A / B testing .

They work as follows: You choose 1 element – always 1 at a time – to test. It could be for example:

  • Image;
  • CTA color;
  • CTA text;
  • arrangement of elements;
  • title;
  • description;

Anyway, the possibilities are endless. The important thing is: put the test up and understanding which of the possibilities brought the most conversion to your materials and you’re done: you’ll already be generating more results with each test with your LPs and finding out what really works for your audience.

These tests are easily executable through the automation tools . We will give some suggestions of good tools for you to follow.


Contrary to popular belief, Landing Pages also accept – or rather need! – SEO techniques.

Think of it this way: Your content already has ranking potential within your keyword strategy . Now imagine doubling this possibility by ranking your Landing Pages well. And better: they can generate you many leads!

So when it comes to creating your Landing Page, think of the keywords within your content, a good description, a URL that makes sense, the meta description, Alt text of your images… any elements that help your pages rank better!

Intelligent Forms

Another excellent practice allowed in some automation tools is intelligent forms .

Here’s how it works: Once a person downloads content to one of your landing pages, they’ll be providing you with great contact information, right?

Armed with this information you will begin a nutrition strategy so that this person will continue to consume your content – creating value for you – and at the same time take it to the bottom of the funnel.

In this case, when it reconverts, you can, through smart forms , leave some fields already filled in for easy conversion and still request new data.

Here’s an example of our Google Analytics Guide, which we used earlier:

This is the form for those who have never completed one of our Landing Pages.

This is the form for those who have already downloaded some other material.

This information was already pre-filled and the person, when downloading again , can just click on “receive material” and have a much simpler and more practical conversion process.

In addition, you can exchange the information you request and by taking a new action you will have new information about your lead, further enriching your database!

Search your automation tool if this possibility exists and make the most of it!

Mobile friendly

In fact, I don’t even know what we can call it optimization, but it’s always worth remembering: People consume a lot of content through smartphones and so you need to think about optimizing your LPs for these devices.

Later on we’ll talk about Landing Page advertising strategies and you’ll see how many of them are much more used on mobile phones than desktops .

So if you don’t want to miss any conversions, you need to create pages that also provide a great experience there!

Landing Page Creation Tools

Since we’ve given you a lot of tips related to them, and we still know that having a good Landing Pages tool is critical, especially as your strategy develops, we’ll list some of the best ones for you.

Remember that in addition to creating amazing conversion pages, it is critical that this tool facilitates your lead management so you can scale your strategy and optimize your actions!

Rd station

RD Station is a national automation tool , created by Resultados Digitais and therefore has a huge advantage over other options in the market: besides being cheaper, the payment is not made in dollars, like other tools.

Also, thinking about managing your contacts, RD Station has plans that allow the integration of the Marketing and Sales teams to optimize your staff ticket and streamline the process of contact with your opportunities.

The tool is easy, practical and ideal for companies with small and medium contact management.


Hubspot is one of the most widely used automation tools in the world, ideal for large strategies with simple administration of hundreds of thousands of contacts!

In addition to being able to integrate with other tools, she also manages contacts in passing to the sales team and also later, when they become customers.

The biggest drawback of the tool are the prices in dollars, and therefore call for more robust strategies and more budget .

But in the most advanced plans, the wealth of detail of your lead history is truly amazing!


Unbounce is especially famous for optimizing its Landing Pages, with creative and responsive designs!

Here you can use templates that come with the platform, as well as create your own versions and use them in a simple and practical way.

Unfortunately, for all these features and a great A / B testing platform, Unbounce is one of the most expensive platforms on the market and also has a dollar payment.

The Post: as Thank You Pages

The person converted, you already have the data on your automation platform and can start managing it.

But do you want to further enhance your user experience and generate new opportunities with your Landing Pages? So we need to talk about the Thank You Pages.

What are

Thank You Pages are the thank you pages that appear as soon as the user completes an action on an LP. The idea is that after completing the data and clicking on the CTA, he will receive a message to understand that his action has been completed.

A simple Pop-Up can do that, but Thank You Pages have a wider range of possibilities for you.

Why they are important

In addition to giving this message that the action has been completed and giving your contact advice on what to do next – click a button to download , wait for the content by email, or simply let them know that they have completed the registration – Thank You Pages are a new chance to win your lead.

First, because you can thank him for downloading the material, which is thoughtful and shows that you care about his experience.

Plus, they are a new chance to make offers to your potential customers:

  • whether from other materials that relate to the content of the previous LP;
  • be it taking the user back to your blog or website;
  • whether by offering your services or product right away and promoting what we call “raising hands”;

All of these possibilities keep the visitor in touch with you, increasing engagement potential and also giving them new opportunities to identify with your brand!

How to make your Landing Pages a good one

You can have really amazing Landing Pages with great materials and great conversion potential. But if what you want are leads, you need more than that.

That’s why spreading your material is critical: the more people visit your Landing Page, the better your chances of generating leads!

To help you out, let’s list some channels that can directly impact your outreach and, consequently, your opportunity generation.

Are they:


We imagine that to start a lead generation strategy, you have a working blog and attract people at the top of the funnel .

This is great because blogs are also an excellent email capture tool, either by subscribing to newsletters to receive new content or to learn more about the company.

That’s why you can – and should – use these emails to advertise your Landing Pages and, over time, segment these people by area of ​​interest.

So in addition to creating a new offer for your emails, you will also help your subscribers become leads, meaning real business opportunities!


Social networks have great engagement potential and you can use that in favor of your LPs strategy.

Spread the word about your rich social content and encourage people to download, tag friends, share, and react to content to broaden your outreach and help win in new visitors !

Paid Media

And why not invest in Ads?

Doing Inbound Marketing – Attraction Strategies Like Content Marketing – doesn’t exclude the need to invest in Outbound – like ads.

Especially at the outset of your actions and in strategic materials – whether by the value they generate, the keyword associated with them, or the level in the funnel – can be driven by ads, once again increasing their potential to generate new opportunities.

Think: If a blog post with Ads is already an advantage to attract new visitors, imagine if that ad brings you leads?

Try it out, understand which channels are best, and start using it to your advantage.


Partnerships, as well as making it easy to create content – sharing work and costs – are a great opportunity to multiply your results.

Think that every effort you make to spread content will be done twice! As a result, your reach and ROI – return on investment for this material – will be much higher.

Understand which companies have a persona similar to yours that do not compete directly with you. Also, evaluate your reputation and how much you can create a subject that is interesting to both audiences.

Then just create good material and align a marketing strategy that works for both of you.

But if you already have the material in hand and just want an outreach partnership, no problem : make a deal to share the leads generated with the other company and don’t think you will lose out: it will be the same effort to create content but twice as visible.

Blog Conversion Points

Think about the sales funnel: what is the most visible step?

For sure the top!

After all, this is where most people embark on their strategy, as well as being the most potentially reaching step for people, the number of content they have and the SEO techniques that help them get good places in search engines.

What many companies miss is the opportunity to broaden their funnel medium by placing conversion points on their blog.

Whether it’s inside a blog post, pop-ups, banners on the side or at the end of the blog, each new conversion point is a new opportunity to spread your material and generate leads!

Think about how to do this in a pleasant way, thinking about the user experience , and also generating value for them.

You can, for example, post a CTA-like material for a post so visitors can learn more about a particular subject.

Oh, and remember to use creativity: links, images or even forms within the body of the text can work!

A unique page for your rich materials

Another great strategy is to have a place where people can find all of your materials and occasionally also publicize it.

To do this, create a page with all your rich materials and put conversion points for it on your website and blog.

In addition to generating value for users, this page will help you manage your content and will always have countless conversion possibilities concentrated in one place.


Landing Pages have endless possibilities to perfect your strategy, generate more opportunities and are therefore indispensable when we talk about Content Marketing.

But for them to really work it’s critical that you pay attention to all the points mentioned here, understanding your persona’s needs, how to generate value for them, and how to create pages that truly convert.

From this we hope you will be very successful in your lead generation strategy. For that, anything goes: ebooks, subscriptions, quizzes, games, free trials, podcasts, videos, webinars, events, courses…

This will generate enough value for people to want to convert on your pages and be willing to exchange their contact information for it!

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