Online communicators have a broad repertoire of content types to reach out to their target groups. Landing pages are also part of that. However, they seem to be pretty underrated. But these pages are much more than just an online marketing tool.

Landing pages differ from other website pages because they only focus on one concrete and special issue, mostly a new product or special information that stands out in regard to the other website content. Email newsletters often contain links to these kinds of pages in order to set a special focus. Lisa Moore, lecturer at the master program Content Strategy taught us about the main two types of landing-pages.

Click-through landing-pages

Companies introduce a landing-page in order to push up sales of a certain product or service. Potential customers should be convinced quickly in order to request more information. To increase the conversion rate, the page contains details and descriptions about the product to encourage the customer to make a purchase decision.

Lead-generation landing-pages

This type focuses on potential customers in order to convince them by getting unique content through subscription or download, like eBooks, white papers or small test versions of a product. With these types of landing pages, the sale of a product is secondary. The goal here is to collect user data to generate leads. The crucial point is that there needs to be a benefit for the customer, otherwise the effort is useless and your customer might be disappointed or even displeased.[^1]

Why landing pages are important to content strategists

Before we take a closer look at the structure and content of a landing page, we need to explain why we think this is an essential type for content strategists. Let’s say we run a blog and wrote an eBook – wouldn’t it be enough to just add a download link beneath the article in order to provide the eBook? Well, that might do it in a technical way, but we don’t use the full potential regarding lead content generation. Increasing the audience is important, but making a lasting connection creates even more value for the business.

Many blogs have great content, lots of visitors and in an ideal world, lots of social traffic, e.g. likes, comments and shares. Well-chosen keywords ensure good page ranks [^2] and accomplish SEO aims. But, companies should also focus on getting into contact with customers. And here is where user data comes in handy, especially mail addresses.

To get back on track – it doesn’t work to generate leads with a blog post and a download button below. But with landing pages, we can do both: we can give additional benefit for customers as well as data collection for our client database.[^3] So we can see that a landing page works in a slightly different way from other content types. It can do both: create incentives and support sales objectives.

The structure of a landing page

The infographic below contains the most important aspects of a successful click-through landing page.

Uring the best practice rules with landing pages si the recipre for success, not matter which product is in question. Source:

Certain components are obligatory. Headlines and sub-headlines, a short but convincing introduction, some graphical content, a “call to action” and a form should at least be implemented.[^4]

1. Headline: should be significant and contain an important keyword
2. Sub-headline(s): certain beneficial aspects can be highlighted with them
3. Teaser description: briefly tell your audience why your offer is beneficial for them
4. Graphics: persuade your customers with pictures and/or infographics but keep up a certain balance between text and pictures
5. Call to action: always remember, you want to encourage your customer to take a certain action (subscribe, download etc), so think where it might work best.
6. Form: if you include a form, at the very least you will want to capture an email address. Yes, asking for more data will give you more information, but you need to ensure you do not scare people away by asking for too much information
7. Use testimonials: this can ensure trust, and might be helpful in addition to your personas


1: Lecturing Slides by Lisa Moore from 3.12.2015:
2: Google PageRank Will Probably Never Update Again:

3: Urban, D. (2014): Lead gen 101: How to Create an Intuitive Website Conversion Path:

4: Secrest, G. (2016, Januar 22). 5 Examples of Amazing Landing Pages:




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