A landing page is a web page on which a user arrives after clicking on a link. Its purpose is to convert visitors by collecting information. For this, it is necessary to define upstream its objective, its message and its keywords. Finally, elements are necessary: ​​title, subtitle, call-to-action and form.

A LANDING PAGE: WHAT IS IT?
A landing page, or "page d’atterrissage" in French, is a specific web page on which an Internet user arrives after clicking on a link (advertisement, call to action, etc.).

This page aims to collect information about visitors to your site. To do this, it can offer various functions: a contact form, downloadable content (white paper, e-book, mini video training), a detailed product sheet, etc.

Once the contact information has been collected, the visitor becomes a lead, that is to say a potential buyer. In marketing, this is called conversion. The objective of a landing page is to boost the conversion rate by offering qualitative and relevant content.

Nevertheless, for a landing page to be effective, it is necessary to respect specific steps and structure.

UPSTREAM, DEFINE THE OBJECTIVE, THE MESSAGE AND THE KEYWORDS OF YOUR LANDING PAGE
Before creating your landing page, you need to define its objective. This, based on conversion, can be of various kinds: collection of customer e-mail addresses, subscription to a newsletter, act of purchase, etc.

Then you have to think about the message you want to deliver. In other words, how you will promote your offer, and how to convince visitors of its benefits.

With this, you can start your keyword research. The goal is to optimize your SEO (Search Engine Optimization), or the visibility of your web page in search results.

Once these elements are defined, you can start creating your landing page.

ELEMENTS THAT SHOULD APPEAR ON YOUR PAGE
A landing page must respect a specific structure to be effective and meet its conversion objective. Here are the different elements:

A catchy title
The title is the first thing your visitors will see. It must therefore grab the reader's attention and be eye-catching. It is important that you present your offer clearly with a clear, concise and action-oriented title to encourage conversion.

Finally, to be impactful, the title must be short, between 10 and 20 words maximum.

Descriptive and persuasive captions
Subtitles are placed under the title, in the body of the text, and complement the information provided by it.

Their goal is to convince Internet users of the interest of your offer. These are elements of persuasion; the explanation should therefore focus on the benefits of your products and services.

It is also important that they clearly present your offer. To do this, you can use a bulleted list or any other way to describe the characteristics of your offer in a visually appealing way. You can also count on the images to help you with your explanations.

Qualitative visuals
Visuals make the pages attractive and better capture attention. In fact, the brain processes images 60,000 times faster than text. Visitors are therefore immediately challenged by the visuals. In addition, images maximize visitor engagement and facilitate conversion.

It is therefore strongly advised to illustrate your landing page with an image, animation or video. To be effective, they must be large; relevant; and of good quality.

A powerful call-to-action
The call-to-action (CTA) is a button that encourages the user to perform a specific action: registration, purchase, etc. This is the most important element, because it is what converts.

The CTA must then be impossible to ignore: it must be large and of a contrasting color with the rest of the page.

Finally, its text must be persuasive and engaging, preferably action verbs such as "Add to cart" or "I subscribe".

A short form
The form is the crucial step that allows you to collect visitor information.

The shorter it is, the more effective it will be. So select meticulously the information that will be most useful to you later (surname, first name, e-mail address, etc.).