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The Definitive
Guide to Landing Pages
Guide to Landing Pages
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How do landing pages work?
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Chapter 04

How do landing pages work?

Because landing pages have one goal and one goal only—to convert web traffic—every element on the page has to pull visitors towards a single call to action.

Carefully architected from how you write the headline to how many images you include, landing pages that convert most successfully typically follow a strategic formula.

But before you dive into crafting a page, it’s important to understand your landing pages as a game of give and take—particularly in the case of generating leads. In order to collect a visitor’s email address, you’ll have to earn it by offering value in exchange. Sales pages—a special category of landing pages—are focused on closing the deal, but the formula is similar.

If your offer is enticing enough, visitor’s will willingly exchange their email address (or their money) for access.

This works significantly better for lead generation and sales than a webpage alone, because landing pages are specifically made to bring visitors through the sales funnel. When comparing whether to use a landing page vs homepage, you’ll see that landing pages emphasize conversion while webpages emphasize information.

landing page vs home page

So how do landing pages work? What does a landing page actually do from start to finish?

The Mechanics of Conversion: A look under the hood of a landing page

The best way to understand the power of a landing page is to put yourself in the position of the people you hope to convert.

Let’s imagine you need to generate leads and in exchange for an email address, you’re giving away a free online training course.

Here’s what your customer journey might look like:

An advertisement catches your prospect’s attention, she clicks and lands on your page where she reads your benefit-driven headline and finds your offer to be simply irresistible. After clicking on your call-to-action button and filling out your opt-in form, she’s on your email list as a qualified lead.

The email opt-in form captures the contact information you need to then meaningfully follow-up with your new lead and nurture the relationship until she’s ready to make a purchase.

landing page customer journey

That’s it! Landing pages really are that simple! With the right software and landing page builder, you just need to design the page, write the copy, and let the high-converting template do the rest to gather and store the information. See our landing page best practices to get the scoop on creating high quality landing pages that convert.

Getting a headstart with high-converting templates

Because our landing page templates are architected to be high-converting and pre-sorted by conversion rate, you can have the confidence that not only does your landing page look good, but it’s also doing the majority of the heavy lifting.

landing page template gallery sorted by conversion rate

Bottom line: How do landing pages work? By building an exchange of value between your visitor and your business. They are customized to each audience (traffic source) and marketing campaign, which makes them far more compelling and high-converting than a static webpage.

Continue reading:
Chapter 05
Types of Landing Pages
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