The landing page is an essential web marketing tool in digital strategies and inbound marketing. This is one of the most effective ways to get leads. But for it to be effective, there are a number of things to follow. The Optimum Circle agency explains everything you need to know about the landing page!


The landing page, or “page d’atterrissage” in French, is a page that an Internet user arrives after clicking on a commercial link, an email or even a banner ad.

The goal of this page is to convert unknown visitors into leads. A lead is the contact of a potential customer called a prospect. In addition, the landing page offers visitors an offer in exchange for their contact details.


A landing page for more customers

The landing page is an important element in advertising campaigns. A single click from a person can transform them into a more or less qualified prospect, or even a customer. It must be systematically tested. Indeed, an optimized landing page effectively formulates the value proposition or the benefits of the offer to potentially interested customers. It most often offers a form allowing the conversion.

An attractive landing page

The landing page is a digital tool that must respect certain rules to maximize conversion rates. You need an aesthetic design chosen with the components well highlighted, a page title that is punchy, understandable and brief. You have to think about presenting the product, its role and its interest for the customer.

Image insertion can be useful. Indeed, humans are more responsive to images. It records about 83% of information visually. Once the creation of the page is complete, it is necessary to choose the best digital channels, especially at the level of social networks.

Create an effective landing page in 10 steps

A landing page, for it to be effective, must have a certain shape and contain a number of important elements. Here are the 10 creation steps:

  • A well-defined goal: First you need a specific and well-defined goal. To do this, you need to be familiar with the needs of your personas. They are a group of people who have common motivations, behaviors and priorities. If you know who you are talking to, you can then create a page that will tell the users about something. The design, the words, everything must be adapted to your target
  • A value proposition: You have to communicate your offer and explain why (s) it is unique. This is an important part of your landing page, you have seconds to capture the attention of customers, so your value proposition should be clear. You have to explain to your visitors why your site is the effective solution that they are looking for for their problems.

Make your visitors want

  • A captivating and impactful title: This is the first thing your visitors will see when they land on your landing page. The fewer words it contains, the better. With a good title, the user will know the content of your page from the start and will stay there longer. The title should be clear, relevant and empathetic.
  • Include a subtitle: This allows you to further explain the offer and why your visitors should register and download it. The title communicates your value proposition, the subtitle allows you to detail your offer, your value proposition.
  • Highlight the call to action: This is a button that people click on and that takes them to the CTA of your landing page. You have to highlight it on your landing page. Use strong words that call for action with buttons like: “download my free guide”; “Try for free”; “Subscribe now”: “subscribe”….
  • Let the testimonials appear: This helps remove the doubts of visitors. In addition to that, you can include images and customer contacts so that visitors can check the facts for themselves. They have to be highlighted, so that visitors can see them directly when browsing your website.
  • Encourage social sharing: Social sharing increases visibility via the social sharing button and attracts more Internet users. This encourages your visitors to share your offer with their community. This sharing can prove to be a springboard for your website, that’s why you should take it into account and highlight it on your site.

Don't forget to collect information on your prospects

  • Creating a form: The form is essential, because very often without it you will not have an email. Indeed this is the most efficient way to collect information. It often appears early on, it should be visible so that people don’t waste time scrolling down to see it. The more information the form asks for, the more “qualified” prospects you will have for your offers. But still be reasonable about the information to collect from the questionnaire, get to the point: visitor’s surname / first name, email, phone number and sometimes the profession.
  • Details of the benefits: List the benefits of your offer in different ways → bulleted list, video or mini-sections. Do not overdo the benefits, as giving too much information can confuse the reader.
  • Add a thank you page: Including a thank you page is a plus for your landing page. This shows gratitude to the internet user who took the trouble to fill out the form. This is the perfect place to put the promised content.

The landing page is therefore the page where Internet users arrive after clicking on a link that redirects to your landing page. It is very useful in bringing new potential customers to your site. It is for this reason that it is very important to put it forward and above all that it be effective. You can also use a web agency to create your landing page.

Three ideas to remember

What is the landing page?

The landing page is used in digital marketing, the user on an online advertisement and is redirected to this page which acts as an intermediary between the campaign and the website.

What is its main purpose?

Its main purpose is to convert visitors into customers. Plus, it gets visitors to click on the call-to-action button, the CTA.

What are the 10 essential steps to create a landing page?

The main elements that your landing page must contain are: Define an objective, a value proposition, a title, a subtitle. Or the call to action, revealing testimonials and encouraging social sharing. And finally, the creation of a form or a thank you page and add the details of the benefits.