Why your business needs a landing page

by Meike Müller
Tipps & Tricks


What to expect
  1. What is a landing page?
  2. Why is a landing page so important?
  3. The two types of landing pages
  4. The difference between a landing page and the home page of your website
  5. Structure
  6. FAQ
    1. What is a conversion rate?
    2. What should be the functionality of a landing page?
    3. Do I need programming skills to create a landing page?
    4. What is unbounce?


Reading time 4 min

What is a landing page ?

You may be wondering what a landing page even is. In a nutshell, a landing page is a page with a clear objective that focuses on an offer or action (campaign, promotion, service) that is presented without distracting other elements. It works alone and is usually unrelated to the actual website and has no navigation. If you need help with individual support or building your online store - feel free to contact us. The EXWE team will help you with all your e-commerce needs.

A landing page is an important tool in the field of online marketing. It is a page where visitors can (and should!) be converted into leads. The visitor must be convinced in a short time to receive a service that is important to him or help with a problem, and to do this, enter his contact information. Through this collected data, you can later build a relationship and turn a lead into a customer.

The services offered can look very different. Common are for example:

  • E-books or PDFs, make a consultation appointment, book a service, newsletter subscription.

If, for example, a company places a Google Adwords campaign, there is the possibility to place a redirect to the landing page instead of the actual website of the company. The landing page is then adapted to the ad, precisely designed for a target group or a problem solution. The goal is to direct users who have become aware of your ad or content via an organic search to your landing page by clicking on a call-to-action button and thus generate new leads. A landing page can also sell products or services.

Screenshot Landing Page

Fig.1: Example landing page

Why is a landing page so important?

A landing page works because it is focused. As mentioned earlier, a website is too broad and does not limit itself to a selected topic. Therefore, it is more difficult there to direct the customer to the appropriate page or get him to perform the desired action. With a landing page, in the best case, the visitor has searched for exactly your service or product and is informed here briefly and concisely about your services and guided to contact you.

Your advantages are Traffic and thus increased access to your website, sales (increased sales of your products/services) or Leads. The more landing pages you have, the more leads, sales or traffic you can generate. That's why it's worthwhile for your business to set up several landing pages that are perfectly adapted to the respective target group.

The two types of landing pages

Click-through landing pages - are designed to introduce an offer or product to the customer before they are taken through your sales funnel. Here, a button is simply used as a call-to-action. Goal: Customers

Opt-in landing pages - are focused on collecting contact information (often email address and name). For this, a form is used as a call-to-action and an offer or product is shown that stands out from the competition, appeals to the user and solves their problem. Goal: Leads

Screenshot Kontaktformular
Fig. 2: Example opt-in / contact form

The difference between a landing page and the homepage of your website

A landing page has a goal that you set beforehand. Therefore, a typical landing page has no links or navigation - just a call-to-action to execute the desired conversion. You need to draw the visitor's attention directly to your goal and not distract them from it with unnecessary content.

Your website, and especially its home page, is there to tell visitors who don't yet know your business who you are and what your business is all about. Your home page should therefore convey an overall impression and be designed in such a way that the user is encouraged to browse.

In a nutshell - a website has several tasks and a landing page only one.


  • Well placed and visible logo in good quality

  • A punchy headline that picks up the visitor (where did the visitor just land and what can he get here)

  • The Hero Shot - a picture that quickly and clearly shows the visitor what it's all about

  • Text - explain offer briefly and concisely. Call to action.

  • Call-to-action button

  • Testimonials /customer reviews to assure a higher credibility

  • Contact form


FAQ around the topic landing page

At the end of this article, we will address some questions that arise in connection with the topic of landing pages. If you have any questions yourself, we at EXWE will be happy to answer them by phone.

  • What is a conversion rate?

    The conversion rate refers to the percentage of visitors to a website or landing page who result in conversions, i.e. perform a desired action, such as buying a product or filling out a form. To generate conversions, special call-to-action elements (CTAs) are often used to prompt the visitor to perform a specific action. Conversion is achieved when the visitor actually clicks on the CTA and performs the desired action. Conversion rate is calculated by dividing the number of conversions by the total number of visitors and then expressing it as a percentage. A higher conversion rate is an indicator that a website or landing page is more effective at converting visitors into customers.

  • What should be the feature set of a landing page?

    A landing page should primarily be designed to increase conversion rates by encouraging the visitor to perform a specific action, such as filling out a form field or downloading an e-book. To achieve this goal, a landing page should have clear and focused content that is aligned with the specific marketing campaign and highlights the benefits of the advertised offer.

    It is also important that the landing page does not contain any navigational elements or links that can distract the visitor or take them away from the actual action. A landing page should focus on the target and not give the visitor an opportunity to click away from the page or access other content.

    A landing page should also be mobile-friendly and work well on all devices, as more and more visitors are accessing landing pages from mobile devices. It is important to ensure that the landing page loads quickly and offers user-friendly navigation on mobile devices.

    Additionally, a landing page should have a clean and appealing design that draws the visitor's attention to the target, as well as a well-placed sign-up form or form field to facilitate contact and conversion.

  • Do you need programming skills to create a landing page?

    No, you don't need programming skills to create a landing page. There are many tools and platforms available today that allow beginners with no prior technical knowledge to create landing pages easily and quickly.

    Many of these tools use a drag-and-drop interface that allows users to easily place elements such as text, images, forms, and CTA buttons on the page without having to write code. Some platforms also offer pre-built landing page templates that are already designed and optimized to increase conversion rates.

    Some of the most popular landing page builder tools include Unbounce, Instapage, Leadpages, and Hubspot, to name a few. With these tools, anyone can create a professional and effective landing page without any technical knowledge and improve their online marketing strategies.

  • What is unbounce?

    Unbounce is a cloud-based landing page platform that allows businesses and marketers to quickly and easily create, publish and test landing pages and conversion campaigns without the need for programming skills. With Unbounce, users can create a variety of landing pages to target different audiences and marketing campaigns using pre-built templates and a drag-and-drop interface. The platform also offers built-in analytics tools and A/B testing capabilities to optimize landing page performance and conversion rates. Unbounce is popular with businesses and agencies looking to improve their online marketing strategies and increase conversion rates.


For more e-commerce help, feel free to contact us. We are happy to stand by your side as a strong partner and support you in optimizing your e-commerce!

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from 16.11.2020

Hello, my name is Meike. I take care of the EXWE back office and am responsible for our social media channels. All of our articles are meant to make your life easier and help you make decisions. Nevertheless, it can happen that something remains unclear, so: If you have questions about this article you can easily reach me at +49 231 93149827.

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