How does a landing page work?

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Landing page elements have a direct impact on how your one-pager will be perceived and whether the visitor will want to stay on it for more than three seconds. One of the main questions that inevitably arises when creating a landing page is how many blocks to make? Leave a couple of them to create intrigue, or tell everything about your company?

In addition to choosing the number of elements, before starting work, it is necessary to carry out a number of activities that will help you understand two things: who you are food and beverage email list making a landing page for and how you are better than your competitors. All this directly affects the structure of the landing page.


The core of a landing page is the Customer Journey Map - a clearly defined path that a visitor follows when they first land on your site. As they follow this path, they become familiar with your offer, understand its benefits, and decide to make a purchase thanks to a compelling call to action at the very end.

The landing page should contain concise information about the product, its uniqueness and the advantages of either the product itself or the company. The final element of the landing page is the lead form. By filling it out, the user makes an order, gets a trial version or performs another action required of him. The contact information left by the visitor goes to the sales department, and further work with it depends on the strategy you choose.

How does a landing page work?

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The strategy (sales funnel) always starts with a landing page, which provides the first contact with potential audience members. This first step fully determines how many site visitors will convert into leads.

Landing pages are used in almost all branches of Internet business, being the most popular means of quick sales. After all, the conversion of a typical one-pager is several times higher than that of a regular website.

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How do you know if your business needs a landing page? It depends on the niche you occupy, the product you offer, and the current situation in general. To figure out if you need a one-pager, first analyze the market.

In some typical situations, a landing page is definitely required:

when launching a new product and testing a niche;

in the event of the emergence of a new product line that is fundamentally different from others;

during a marketing campaign that requires its separation from the main content of the site;

when there is only one type of product on sale or the product has a clear seasonality (for example, gifts and souvenirs for holidays, decorated flower bouquets, services for installing double-glazed windows). In this case, the landing page is designed for one product.

It is worth mentioning separately the infobusiness, in which landing page elements work perfectly. Indeed, creating a complex website just to sell a course would be unreasonably expensive. It is enough to make a simpler one-pager, attract traffic to it and after the end of sales simply turn off the site.