Why your company needs a landing page

by Meike Müller
Tipps & Tricks

What you can 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 homepage of your website
  5. Structure
  6. FAQS
    1. What is a conversion rate?
    2. What should the functionality of a landing page be?
    3. Do you 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 actually 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 setting up your online store, please contact us. The EXWE team will help you with all your e-commerce questions.

A landing page is an important tool in the field of online marketing. It is a page on which visitors can (and should!) be converted into leads. The visitor must be convinced in a short space of time to receive an important service or help with a problem and to enter their contact details. This collected data can later be used to build a relationship and turn a lead into a customer.

The services offered can look very different. Common examples include:

  • E-books or PDFs, arranging a consultation appointment, booking a service, newsletter registration

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

Screenshot Landing Page von Shoptrexxs

Fig.1: Example landing page

Why is a landing page so important?

A landing page works because it is focused. As already mentioned, a website is too broad and is not limited to a selected topic. It is therefore more difficult to direct the customer to the right page or to get them to take the desired action. With a landing page, the visitor has ideally searched for your service or product and is briefly and concisely informed about your services and directed to contact you.

Your benefits are traffic and therefore increased traffic 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. It is therefore worthwhile for your company to set up several landing pages that are perfectly tailored to the respective target group.

The two types of landing pages

Click-through landing pages - are designed to present an offer or product and introduce it 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 details (often email address and name). A form is used as a call-to-action and an offer or product is displayed that stands out from the competition, appeals to the user and solves their problem. Goal: Leads

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

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

A landing page has a pre-defined goal. Therefore, a typical landing page has no links or navigation - just a call-to-action to perform the desired conversion. You need to draw the visitor's attention directly to your goal and not distract them with unnecessary content.

Your website, and especially your homepage, is there to tell visitors who don't know your company yet who you are and what your company is all about. Your homepage 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 a.


  • Well-placed and visible logo in good quality

  • A powerful headline that picks up the visitor (where has the visitor just landed and what can they get here)

  • The hero shot - an image that quickly and clearly shows the visitor what it's all about

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

  • Call-to-action button

  • Testimonials / customer reviews to ensure greater credibility

  • Contact form

FAQ on the topic of landing pages

To conclude this article, we will address a few questions that arise in connection with the topic of landing pages. If you have any further questions, we at EXWE will be happy to answer them over the phone.

  • What is a conversion rate?

    The conversion rate refers to the percentage of visitors to a website or landing page that lead to conversions, i.e. perform a desired action such as purchasing 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. The 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 the functionality of a landing page be?

    A landing page should primarily focus on increasing the conversion rate 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 emphasizes the benefits of the advertised offer.

    It is also important that the landing page does not contain any navigation elements or links that can distract the visitor or prevent them from taking the actual action. A landing page should focus on the goal and not allow the visitor 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 clear and appealing design that draws the visitor's attention to the destination, as well as a well-placed sign-up form or form field to facilitate contact and conversion.

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

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

    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 any code. Some platforms also offer pre-designed 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 with no technical knowledge can create a professional and effective landing page and improve their online marketing strategies.

  • What is unbounce?

    Unbounce is a cloud-based landing page platform that allows businesses and marketers to create, publish and test landing pages and conversion campaigns quickly and easily, with no coding knowledge required. 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 companies and agencies looking to improve their online marketing strategies and increase their conversion rates.

For further help in the field of e-commerce, please feel free to contact us. We are happy to be a strong partner at your side and support you in optimizing your e-commerce!

What is your project? If you want to tell us about it, we'll call you back!

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.

You always want to stay at the cutting edge of technology Don't miss any more news and blog posts.
We also have the following interesting posts from our tech blog for you on this topic
That is why the file name should not contain "Advertising"

It should be urgently prevented to provide image names e.g. as my_advertisement.jpg or other abbreviations in this direction.

Efficient transformation: digitizing business processes made easy

Discover how you can efficiently digitize business processes in our latest blog article. From best practices to practical tips - get inspired to make your transformation smooth and successful.

Integrate phpstan into Bitbucket Pipeline

How to integrate the popular static PHP code analyzer into your Bitbucket pipeline - our tips and tricks to make your life easier.