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The most important features of a landing page

A landing page serves two purposes. It encourages users to take action and generates leads. To achieve these goals, the page has to look appealing, offer interesting content and be well-structured through:

  • Web design — make your landing page visually appealing and user-friendly
  • Mobile-friendliness — ensure your page is properly displayed on any device
  • Call to action — incorporate a button and/or contact form to encourage an action
  • Social share button — increase your site’s visibility on social media
  • Tracking tools — monitor and optimize your site’s web performance
  • Email marketing software — simplify your work process with automatic lead capture
  • A/B testing — compare a minimum of two website versions to build the best possible landing page

A man and a woman looking at a laptop

6 steps to building a successful landing page

01

Choose a memorable headline

The headline is the first thing users see when they visit your landing page, which is why it should be as interesting as possible so that users are encouraged to read on.
02

Embed images for better look

Optimize the look of your landing page using visual elements like photos and illustrations. Images add added value to content and often express more than plain text can.
03

Highlight what makes you remarkable

Once you’ve made a good first impression with your landing page, point out what makes your product or service stand out from the competition.
04

Add positive customer reviews

Good feedback from satisfied customers should be integrated directly on your landing page. Positive reviews and five-star ratings are a great way to show customer satisfaction.
05

Get to the point with content

When filling your landing page with content, keep the texts short but informative. Long blocks of text impair readability, especially on mobile devices. Bullet points break up the text.
06

Encourage visitors with a CTA

Finally, all your landing page needs is an eye-catching call-to-action button or something similar to prompt users to take action — from purchasing a product to submitting their data.

Find the right landing page design

Optimize while building your landing page to make the design fit your needs. Save time and effort with a customizable template from and use any one of our great tools to perfect your website.
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Landing page – FAQ

Frequently asked questions

A landing page is a website that aims to turn curious visitors into regular customers. The plan is to achieve conversions by encouraging visitors to purchase or download products or services. This means a landing page’s design should be concise, thematically defined, and include a call to action.

The basic structure of a landing page starts with the right headline, followed by a visually appealing hero shot (and additional images) and a meaningful advertising text. Reviews from satisfied customers and any other reviews of a positive nature should also be displayed.

The most important component of a landing page, however, is the call to action, or CTA. A CTA encourages the visitor to complete an action such as buying a product. You can find various landing page examples on the internet if you need a little inspiration.

There are three ways to create your own landing page:

Website builder

The simplest approach is to use a website or landing page builder with a choice of templates. Pick out a suitable landing page template and design the landing page according to the six steps above.

Content Management System (CMS)

Another option is to use a content management system like WordPress. Choose from a variety of themes and benefit from a wide range of additional functions that can be added using plugins. Integrating a store is also a great way to sell online.

eCommerce platforms

Last but not least, eCommerce platforms that let you create your own online store can also be used as landing page creators. This usually works via a plugin or the backend.