Understanding The Basic Concept of Landing Pages

Understanding The Basic Concept of Landing Pages

Unbounce Landing Page

In this webinar, the guest speaker Carlos Del Rio (of Unbounce.com) talked about the importance of landing pages, what it can do, and how it can create an impact to bring the income that you have envisioned. Writing a book called “User Driven Change: Give Them What They Want” helped Carlos to realize how important a landing page is and how it can dictate the tempo of your consumer from being a potential market to becoming a sure buyer of your product. You will need to fill in the missing piece of the puzzle so you can make a clear picture on the item that you are selling. 

The landing page is like a door – it needs to look attractive and inviting so that people will want to come closer and take a look. Unbounce – a company where Carlos was working as director of conversion, analysis and data strategy specializes on this type of work. Yes, any company can create a landing page but it takes the best to understand its exact science. The aesthetics of the landing page – color, bold and fonts including the position of the buttons will have to be executed perfectly so the person in that landing page can only do one thing – take ACTION.

landing page must have

The Landing Page Must Have’s

Creating landing pages can be considered as a science because there is always the same set of rules to follow in creating a landing page. Here are some of the most important rules:

  • Create a clear headline – This part of your landing page should already tell your customers what you want them to do. Basically, what you want is for them to buy your service or product and you need to be able to put those into words. The headline should be short, but it should also make sense.
  • Let the customer see the product value – You should answer the visitor’s question: “What am I getting out of it?” Your landing page must already highlight the benefits and your unique selling points.
  • Make a connection – The best way to connect to the customers is to give them something that they cannot refuse. A very flexible return policy schedule, free shipping, or the warranty or guarantee process, are just some of your options to establish the connection that your participants’ needs.
  • Make a call for action (CTA) – Create a landing page that will make your audience act instantly after just one reading. The call for action must be supported by a support element. If the audience is buying your product, your support element must be helping them in the buying process like discounted shipping fees and free upgrades.


The landing page is the make or break page. You can direct your customer in buying or not buying your product. So there is really no room for mistakes here. Create an impression, and make them want you. Let the customer realize the valuable aspect of what you are selling and how this item can make their lives easier. Always remember that you are creating the landing page for your viewers. Write about what they need and how having your product will be able to solve that, this all will lead to a conversion. If you want to check out the entire webinar, click here.

Originally published August 25, 2014 - Updated September 05, 2014
Dennis van der Heijden
Co-founder and CEO of Convert.com, Dennis is a passionate community builder and out of the box thinker. He spends his time innovating to make Convert Experiences better. Learn about his journey as an entrepreneur and leader on the SaaS Club podcast.
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