{"id":8157,"date":"2022-11-09T11:55:12","date_gmt":"2022-11-09T08:55:12","guid":{"rendered":"https:\/\/www.evenzia.com\/?p=8157"},"modified":"2022-11-09T11:55:14","modified_gmt":"2022-11-09T08:55:14","slug":"what-is-a-landing-page-how-to-create-a-landing-page-and-why","status":"publish","type":"post","link":"https:\/\/www.evenzia.com\/fr\/what-is-a-landing-page-how-to-create-a-landing-page-and-why\/","title":{"rendered":"What Is a Landing Page? How to Create a Landing Page and Why"},"content":{"rendered":"\n<p>A landing page is a webpage designed to persuade users to take one specific action. For example, having users sign up for a newsletter, purchase a product, or RSVP for an event.<\/p>\n\n\n\n<p>Users typically arrive at landing pages via a pay-per-click advertising campaign. But they may also find your landing page through your homepage, social media posts, organic search results, and email campaigns.<\/p>\n\n\n\n<p>Like your homepage, landing pages are often the first experience visitors have with your website. But homepages and landing pages serve different purposes.<\/p>\n\n\n\n<p>Homepages contain general information about your company. They\u2019re a gateway to other pages on your site where the visitor can learn more.<\/p>\n\n\n\n<p>Landing pages, on the other hand, are standalone pages focused on driving conversions.&nbsp;<\/p>\n\n\n\n<p>In other words, landing pages are where you turn visitors into leads and customers.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/static.semrush.com\/blog\/uploads\/media\/4c\/2d\/4c2d910434b2e1841d7e10abeb1fbd01\/LP-Example.png\" alt=\"Illustration of a generic landing page\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"how-landing-pages-work\">How Landing Pages Work<\/h2>\n\n\n\n<p>The landing page should be your visitor\u2019s last step before they convert. (That is, when they become a customer or a lead.)<\/p>\n\n\n\n<p>Landing pages are great for:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Getting email newsletter signups<\/li><li>Selling a product or driving pre-orders for it<\/li><li>Distributing marketing material, like ebooks and catalogs<\/li><li>Linking users to an app download<\/li><li>Registering users for an event<\/li><li>Scheduling users for a product demonstration or sales call<\/li><\/ul>\n\n\n\n<p>Landing pages are&nbsp;<strong>not<\/strong>&nbsp;so great for:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Presenting several different products or services<\/li><li>Linking to other pages on your website<\/li><li>Telling your company story<\/li><\/ul>\n\n\n\n<p>Your visitors should arrive at your landing page as a result of your marketing strategy. For example, they might click on your ad in Google\u2019s search results or a post on social media.&nbsp;<\/p>\n\n\n\n<p>Users can also be directed to a landing page from your website itself. For example, if you publish a blog post describing a product, a button placed in the content could link to a landing page to buy that product.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"how-to-create-a-landing-page\">How to Create a Landing Page<\/h2>\n\n\n\n<p>A landing page is designed around a single action. If a user comes to your landing page and gets distracted, they might not complete that action.<\/p>\n\n\n\n<p>So it\u2019s important to keep landing pages as simple as you can.<\/p>\n\n\n\n<p>For example, landing pages generally shouldn\u2019t include a top navigation menu.<\/p>\n\n\n\n<p>That\u2019s because a visitor to your landing page is very close to making a purchase. If they leave your landing page to go read your latest blog post, you might lose out on a sale.<\/p>\n\n\n\n<p>Here\u2019s what a typical landing page looks like from the company Slack. It\u2019s simple, clean, and direct.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/static.semrush.com\/blog\/uploads\/media\/c0\/8a\/c08aee758e42cd14db239e850107c6eb\/Slack-landing-page.jpg\" alt=\"Slack's landing page\"\/><\/figure>\n\n\n\n<p>Effective landing pages are built around a few key elements. Let\u2019s explore how to create them now.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"hero-image\">Hero Image<\/h3>\n\n\n\n<p>The hero image is a graphical element designed to make your landing page more visually appealing.&nbsp;<\/p>\n\n\n\n<p>It\u2019s big. And eye-catching. And located near the top of the page. Like this one:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/static.semrush.com\/blog\/uploads\/media\/d2\/b3\/d2b34ae319884c2cc56ec7f462087301\/Playstation-landing-page.jpg\" alt=\"PlayStation's landing page with a big yellow d-pad\"\/><\/figure>\n\n\n\n<p>Or this one, which sits behind the text:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/static.semrush.com\/blog\/uploads\/media\/d4\/51\/d451ad00bc19debeee691419c52c8d22\/Tesla-roof-landing-page.jpg\" alt=\"Tesla's solar roof landing page with an image of a house going through a lightning storm\"\/><\/figure>\n\n\n\n<p>Some companies use hero images that show a literal representation of their product or service.<\/p>\n\n\n\n<p>For example, if you run a food delivery service, your hero image might be a photo of delicious-looking food:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/static.semrush.com\/blog\/uploads\/media\/58\/25\/58250b1fb2877683f57d4767458f2cff\/hello-fresh-landing-page.jpg\" alt=\"Hello Fresh's landing page with a taco dish and a box of ingredients\"\/><\/figure>\n\n\n\n<p>Other companies\u2019 hero images don\u2019t show the product or service at all. But they can still create a positive first impression with the brand.<\/p>\n\n\n\n<p>Like this landing page\u2019s colorful illustration of two people standing atop a hill:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/static.semrush.com\/blog\/uploads\/media\/89\/cb\/89cb323e9042f462c3f5850d6d59bb8a\/expressvpn-landing-page.jpg\" alt=\"ExpressVPN's landing page with an illustration of two people on their phones on top of a hill\"\/><\/figure>\n\n\n\n<p>To find a picture to use for your hero image, check out the free stock image libraries at&nbsp;<a href=\"https:\/\/unsplash.com\/\" rel=\"nofollow noopener\" target=\"_blank\">Unsplash<\/a>,&nbsp;<a href=\"https:\/\/pixabay.com\/\" rel=\"nofollow noopener\" target=\"_blank\">Pixabay<\/a>, or&nbsp;<a href=\"https:\/\/www.pexels.com\/\" rel=\"nofollow noopener\" target=\"_blank\">Pexels<\/a>.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"headline-and-subheading\">Headline and Subheading<\/h3>\n\n\n\n<p>A catchy headline engages the visitor and helps them understand your offer.<\/p>\n\n\n\n<p>The headline could be a value proposition. Like this:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/static.semrush.com\/blog\/uploads\/media\/38\/91\/38917ebe3fbfd27244979bf43fd5c00e\/angi-landing-page.jpg\" alt=\"Angi's landing page with the headline: &quot;Find top-rated certified pros in your area.&quot;\"\/><\/figure>\n\n\n\n<p>Or it might describe what the visitor can expect when they click through. Like this discount offer from Spotify:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/static.semrush.com\/blog\/uploads\/media\/27\/a5\/27a5998a2ca05c1e2b1ef89a3c2b9a48\/spotify-landing-page.jpg\" alt=\"Spotify's landing page with the headline: &quot;Ends soon: $0 for 3 months of Premium&quot;\"\/><\/figure>\n\n\n\n<p>Some headlines are followed by a subheading. It\u2019s written in a smaller font than the headline and provides more details and an additional nudge to get people to convert.&nbsp;<\/p>\n\n\n\n<p>For example, Showtime\u2019s landing page has the headline \u201cStart Streaming Showtime Now.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/static.semrush.com\/blog\/uploads\/media\/c7\/fd\/c7fdc7cfe4d02b558b2533cc2c19b0d5\/showtime-landing-page.jpg\" alt=\"Show time's landing page with the headline: &quot;Start Streaming Showtime Now&quot;\"\/><\/figure>\n\n\n\n<p>And underneath that, a subheading contains details about the length of the trial period and pricing:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/static.semrush.com\/blog\/uploads\/media\/74\/a2\/74a22c430f5639550237a7bedee8ef3b\/showtime-landing-page-2.jpg\" alt=\"Subheading that reads &quot;try 30 days free, then $10.99\/month. Cancel anytime.&quot;\"\/><\/figure>\n\n\n\n<p>Here&rsquo;s a formula you can use for your headline and subheading:<\/p>\n\n\n\n<p>Headline: [Main benefit they\u2019ll get, in about 10 words or fewer]<\/p>\n\n\n\n<p>Subheading: [Details or additional benefits, in under ~20 words]<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"supporting-copy\">Supporting Copy<\/h3>\n\n\n\n<p>This is the text that describes your offer with more detail. It\u2019s usually a few sentences long.<\/p>\n\n\n\n<p>Not every landing page needs supporting copy. Often, a headline, a subheading, and an attractive hero image will do the trick.<\/p>\n\n\n\n<p>But sometimes, adding extra details can convince people to take action.<\/p>\n\n\n\n<p>For example, check out the supporting copy on Audible\u2019s landing page. It describes an additional benefit that isn\u2019t mentioned in the headline or subheading:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/static.semrush.com\/blog\/uploads\/media\/06\/94\/0694a8e569bf58c7aa6473cbdcceb06d\/audible-landing-page.jpg\" alt=\"Audible's landing page that also highlights their large catalog\"\/><\/figure>\n\n\n\n<p>If you&rsquo;re not sure what to use for supporting copy, ask yourself: \u201cIs there anything important that can&rsquo;t fit into the headline and subheading?\u201d&nbsp;<\/p>\n\n\n\n<p>If so, add it here.&nbsp;<\/p>\n\n\n\n<p>Try to keep it brief. Use bullet points to highlight the most important details.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"forms\">Forms<\/h3>\n\n\n\n<p>For lead generation landing pages, you\u2019ll need to include a form for the user to enter their information.&nbsp;<\/p>\n\n\n\n<p>(Otherwise, you won\u2019t get the lead.)&nbsp;<\/p>\n\n\n\n<p>You can ask for as much information as you want. But the more fields you require, the fewer people will typically fill them out, according to an&nbsp;<a href=\"https:\/\/blog.hubspot.com\/blog\/tabid\/6307\/bid\/6746\/which-types-of-form-fields-lower-landing-page-conversions.aspx\" rel=\"nofollow noopener\" target=\"_blank\">analysis<\/a>&nbsp;from Hubspot.<\/p>\n\n\n\n<p>In fact, to maximize conversions, many businesses ask for just a single piece of information:<\/p>\n\n\n\n<p>An email address.<\/p>\n\n\n\n<p>But some businesses also ask for information like the person\u2019s name, phone number, location, and more.<\/p>\n\n\n\n<p>That can be worth doing if the additional info will help you sell to them later.<\/p>\n\n\n\n<p>For example, say you sell both cat toys and dog toys. In that case, you could add a field asking what kind of pet the visitor has.<\/p>\n\n\n\n<p>That way, when you send marketing emails to them later, you\u2019ll be able to feature the products they\u2019re most likely to buy.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"call-to-action\">Call To Action<\/h3>\n\n\n\n<p>A call to action (CTA) is a button on the landing page. When clicked, it brings the visitor into the next step of the interaction with your business.&nbsp;<\/p>\n\n\n\n<p>Some reasons a visitor might click on a CTA include:<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>To purchase a product or service<\/li><li>To install an app<\/li><li>To sign up for an event<\/li><li>To download an ebook<\/li><li>To subscribe to a company newsletter<\/li><\/ol>\n\n\n\n<p>The CTA should be prominently displayed. Some landing pages place it immediately after a headline or subheading.<\/p>\n\n\n\n<p>Like this:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/static.semrush.com\/blog\/uploads\/media\/9d\/fe\/9dfe86b5de4e3eee98face41a701b204\/get-30-days-free-button.jpg\" alt=\"Audible's landing page with the &quot;Get 30 days free&quot; button highlighted\"\/><\/figure>\n\n\n\n<p>If your landing page includes a form, the CTA will come after it.<\/p>\n\n\n\n<p>In these cases, clicking the CTA will submit the information entered in the form.<\/p>\n\n\n\n<p>Here\u2019s an example from our own landing page:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/static.semrush.com\/blog\/uploads\/media\/98\/79\/98797102698f597e1f60bc038dfbfa9c\/semrush-landing-page.jpg\" alt=\"Semrush's landing page\"\/><\/figure>\n\n\n\n<p>The label on the button should indicate what\u2019s going to happen when the visitor clicks it:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>For example, if the landing page is for newsletter subscriptions, the label might read \u201cSign up.\u201d<\/li><li>If the landing page is for a free trial of your product, the button might read \u201cTry it now.\u201d<\/li><li>If the next step after the user clicks is a product flow, the button might read \u201cGet started.\u201d<\/li><li>If the next step is to finalize a purchase, the button might read \u201cBuy now.\u201d<\/li><\/ul>\n\n\n\n<p>It\u2019s also a best practice to include your CTA multiple times on the page, especially for longer landing pages.&nbsp;<\/p>\n\n\n\n<p>For example, an additional CTA might follow your supporting copy. That way, any visitors reading your supporting copy won\u2019t have to scroll back up to convert.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"landing-page-examples\">Landing Page Examples<\/h2>\n\n\n\n<p>Let\u2019s explore how some landing page examples utilize the page elements we covered above to maximize conversions.<\/p>\n\n\n\n<p><strong>1. Bestow<\/strong><\/p>\n\n\n\n<p>Bestow is an online life insurance broker. This is what its landing page looks like:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/static.semrush.com\/blog\/uploads\/media\/13\/b5\/13b52dc6d2e672b1c27640be3758004d\/bestow-landing-page.jpg\" alt=\"Bestow's landing page that says &quot;Term life the way it should be: easy.&quot;\"\/><\/figure>\n\n\n\n<p>It contains a hero image of two children standing in front of some kind of hedge. It\u2019s a visual reminder that life insurance is meant to protect your loved ones. Without showing the product itself.<\/p>\n\n\n\n<p>The landing page\u2019s headline and subheading both explain that applying for their product is easy and contains \u201cno hoops\u201d and \u201cno headaches.\u201d<\/p>\n\n\n\n<p>One sentence of supporting copy gives one additional detail: the specific type of life insurance offered by Bestow (\u201cno medical exam\u201d life insurance).<\/p>\n\n\n\n<p>There are also two CTAs on the page.<\/p>\n\n\n\n<p>One says, \u201cGet a Quote.\u201d<\/p>\n\n\n\n<p>When you click through to the next page from there, you\u2019re asked to enter some information about yourself:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/static.semrush.com\/blog\/uploads\/media\/1d\/c5\/1dc52674f1205ddd1d4a006277e3f0e5\/bestow-form.jpg\" alt=\"Lead generation form that has a &quot;get a quote&quot; button\"\/><\/figure>\n\n\n\n<p>This type of page has two functions.&nbsp;<\/p>\n\n\n\n<p>It lets you, the business owner, learn more about your customer base. So if the user doesn\u2019t convert on this visit, you can market to them later.<\/p>\n\n\n\n<p>It also provides a service to the visitor: a free quote on life insurance premiums. This can help them make a decision to purchase life insurance from you.<\/p>\n\n\n\n<p>The other button on Bestow\u2019s landing page reads \u201cApply Now.\u201d&nbsp;<\/p>\n\n\n\n<p>This is for users who don\u2019t need additional information about life insurance, such as free quotes. They\u2019re ready to apply for coverage.<\/p>\n\n\n\n<p>When clicked, the \u201cApply Now\u201d button takes the visitor to a page that looks like this:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/static.semrush.com\/blog\/uploads\/media\/f2\/bc\/f2bcf15fc284d74d2cb10929a59c5bb2\/bestow-forms.jpg\" alt=\"Insurance application form\"\/><\/figure>\n\n\n\n<p>As you can see, it asks some of the same questions as the \u201cGet a Quote\u201d page. But it also includes more personal questions, like the visitor\u2019s home address.<\/p>\n\n\n\n<p>When a customer fills out this form, the company will determine if they qualify to purchase a life insurance policy.<\/p>\n\n\n\n<p>Then, they can purchase the policy. So the landing page could result in a sale with just a handful of clicks.<\/p>\n\n\n\n<p><strong>2. LinkedIn Premium<\/strong><\/p>\n\n\n\n<p>LinkedIn\u2019s premium service comes with a one-month free trial.&nbsp;<\/p>\n\n\n\n<p>You can access the trial on their landing page. Which looks like this:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/static.semrush.com\/blog\/uploads\/media\/fa\/02\/fa02ab5d63e5559c41c0776bc193bf84\/LinkedIn-landing-page.jpg\" alt=\"LinkedIn Premium landing page\"\/><\/figure>\n\n\n\n<p>Here, the hero image is a cartoon of LinkedIn Premium in action. It features a function that isn\u2019t available to non-premium subscribers.&nbsp;<\/p>\n\n\n\n<p>It also contains a large headline that entices the user to click.&nbsp;<\/p>\n\n\n\n<p>And it contains two CTAs. One is a button that says, \u201cTry free for 1 month.\u201d And the other is a button in a different style that says, \u201cStart my free trial.\u201d<\/p>\n\n\n\n<p>Having more than one CTA gives users extra opportunities to click into your offer.&nbsp;<\/p>\n\n\n\n<p>If people are focused on the top of the screen, they might click the button in the upper right corner.<\/p>\n\n\n\n<p>But if they needed that extra push from the headline, the user might be more inclined to click the button that follows it.<\/p>\n\n\n\n<p>And both CTAs lead to the same page.<\/p>\n\n\n\n<p>A login form.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/static.semrush.com\/blog\/uploads\/media\/5f\/b6\/5fb6991d36ebb3aec53f391e8884635f\/LinkedIn-premium-form.jpg\" alt=\"LinkedIn Premium's log-in or sign up form\"\/><\/figure>\n\n\n\n<p>By linking to a form like this, you can accomplish two things.&nbsp;<\/p>\n\n\n\n<p>If your customer already has a free account with you, they can be sold on an additional product after logging in.<\/p>\n\n\n\n<p>And if the customer doesn\u2019t have an account, they\u2019ll be able to make one in order to claim your offer.<\/p>\n\n\n\n<p>So even if they don\u2019t end up signing up for the trial, you\u2019ll be able to reach them with additional offers later.<\/p>\n\n\n\n<p><strong>3. Tor Books<\/strong><\/p>\n\n\n\n<p>Tor, a publisher of science fiction and fantasy books, offers a free ebook each month.&nbsp;<\/p>\n\n\n\n<p>This is what its landing page advertising the offer looks like:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/static.semrush.com\/blog\/uploads\/media\/d2\/2d\/d22d4d2896fd5653f8f6f0b22734bfe7\/tor-landing-page.jpg\" alt=\"Tor's landing page featuring the book &quot;The Allow of Law&quot; by Brandon Sanderson\"\/><\/figure>\n\n\n\n<p>An image of the book\u2019s cover serves as the hero image.&nbsp;<\/p>\n\n\n\n<p>A headline details the offer: a book-of-the-month club. And a subheading gives an exciting one-sentence summary of that month\u2019s book.<\/p>\n\n\n\n<p>And there\u2019s also a lot of supporting copy describing the plot of the book. This is extra important. Because without knowing what the book is about, it\u2019s unlikely that users will want to read it.<\/p>\n\n\n\n<p>There are also two CTAs.&nbsp;<\/p>\n\n\n\n<p>One is a button intended for people who are already Tor customers. If you\u2019ve already subscribed to Tor\u2019s book-of-the-month club, you can click the \u201cConfirm Now\u201d to get the free ebook.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/static.semrush.com\/blog\/uploads\/media\/4b\/fe\/4bfecef1967364069e1414c3160c4eef\/confirm-now-button.jpg\" alt=\"Tor's landing page with the &quot;confirm now&quot; button highlighted\"\/><\/figure>\n\n\n\n<p>The other CTA is a form asking users to fill in some information and agree to terms and conditions. Two options at the end of the form invite visitors to sign up for a newsletter.&nbsp;<\/p>\n\n\n\n<p>Followed by a button labeled \u201cSign Me Up!\u201d to submit the form.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/static.semrush.com\/blog\/uploads\/media\/27\/a0\/27a09a62f0790982041d253534ab1717\/sign-me-up-button.jpg\" alt=\"Tor's landing page with the &quot;sign me up!&quot; button highlighted\"\/><\/figure>\n\n\n\n<p>Having these two CTAs means you can convert even more users.&nbsp;<\/p>\n\n\n\n<p>A returning customer might still be interested in reading a free book, and this could lead them to purchasing additional books by this author.<\/p>\n\n\n\n<p>And a new customer who downloads this free book may opt to receive your newsletter.&nbsp;<\/p>\n\n\n\n<p>That means more opportunities to sell them books in the future. And keep them engaged with your company.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"optimizing-your-landing-page-for-search\">Optimizing Your Landing Page for Search<\/h2>\n\n\n\n<p>In general, one of the most important ways for potential customers to find your website is through organic search.&nbsp;<\/p>\n\n\n\n<p>But, remember,&nbsp;<strong>landing pages<\/strong>&nbsp;are for visitors who are ready to&nbsp;<strong>convert<\/strong>.<\/p>\n\n\n\n<p>You can tell when visitors are ready to convert because they are searching for highly specific phrases.&nbsp;<\/p>\n\n\n\n<p>If they\u2019re not ready to convert, the phrases they\u2019re searching for will be more general and shouldn\u2019t lead them to your landing page.<\/p>\n\n\n\n<p>Here\u2019s an example.&nbsp;<\/p>\n\n\n\n<p>If a user searches for \u201cUber,\u201d the first match they\u2019ll see links to Uber\u2019s homepage, where they can learn more about the ride-sharing company.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/static.semrush.com\/blog\/uploads\/media\/64\/c3\/64c3f04e2ef9cb342c9ab3b348c14ae2\/uber-serp.jpg\" alt=\"Google search for &quot;uber&quot;\"\/><\/figure>\n\n\n\n<p>But when users are ready to convert, the searches they make are more specific.<\/p>\n\n\n\n<p>Here\u2019s what it looks like if the user searches for \u201cUber sign up.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/static.semrush.com\/blog\/uploads\/media\/82\/b4\/82b412e6467d6c5aa6257a94fdb5bd7f\/uber-sign-up-serp.jpg\" alt=\"Google search for &quot;uber sign up&quot;\"\/><\/figure>\n\n\n\n<p>One of the top results is Uber\u2019s landing page, where visitors can sign up to become a driver.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/static.semrush.com\/blog\/uploads\/media\/81\/b6\/81b6a31cfa5d08258798d7fe38d370b1\/uber-sign-up-landing-page.jpg\" alt=\"Uber's driver sign up landing page\"\/><\/figure>\n\n\n\n<p>So, to optimize your landing page, you need to be selective about which keywords you target with it.<\/p>\n\n\n\n<p>The first step is to find those keywords through keyword research.&nbsp;<\/p>\n\n\n\n<p>But your landing page has a specific function: increasing conversions. So you only need to target specific keywords.&nbsp;<\/p>\n\n\n\n<p>As a rule of thumb, the more specific a keyword is, the more likely the person searching for that keyword will convert.&nbsp;<\/p>\n\n\n\n<p>That\u2019s because that person has a very clear idea of what they\u2019re looking for.<\/p>\n\n\n\n<p>Here\u2019s another example.<\/p>\n\n\n\n<p>Mailchimp and Klaviyo are two companies that both offer a marketing automation platform. They are competing for similar customers.<\/p>\n\n\n\n<p>Klaviyo could try to capture some of Mailchimp\u2019s users by making a landing page highlighting the differences between the companies\u2019 offerings.<\/p>\n\n\n\n<p>Like this:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/static.semrush.com\/blog\/uploads\/media\/a8\/93\/a893d67839b930ef3418c3a5176feef6\/klaviyo-vs-mailchimp-landing-page.jpg\" alt=\"Klaviyo's &quot;Klaviyo vs Mailchimp&quot; landing page\"\/><\/figure>\n\n\n\n<p>If you were optimizing this landing page for search engines, you could use Semrush\u2019s&nbsp;<a href=\"https:\/\/www.semrush.com\/analytics\/keywordoverview\/\" rel=\"nofollow noopener\" target=\"_blank\">Keyword Research<\/a>&nbsp;tools to find variations on keywords related to Klaviyo and Mailchimp.&nbsp;<\/p>\n\n\n\n<p>The keyword \u201c<strong>klaviyo vs mailchimp<\/strong>\u201d is a good start:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/static.semrush.com\/blog\/uploads\/media\/ef\/05\/ef05b4650d0720c26989b66cfc585cf1\/kw-magic-tool-klaviyo-vs-mailchimp.jpg\" alt=\"Keyword Magic Tool results for &quot;Klaviyo vs mailchimp&quot;\"\/><\/figure>\n\n\n\n<p>If you click on these keyword suggestions, you\u2019ll see additional suggestions for optimizing the landing page. For example, users have questions about pricing. Or about integration with other platforms, like Shopify.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/static.semrush.com\/blog\/uploads\/media\/4d\/84\/4d8470124c3b3788f6033e841caab535\/klaviyo-vs-mailchimp-suggestions.jpg\" alt=\"Keyword Magic Tool results for &quot;Klaviyo vs mailchimp&quot; with &quot;pricing&quot; and &quot;Shopify&quot; highlighted\"\/><\/figure>\n\n\n\n<p>So having content on your landing page to answer those questions could get it to rank higher than pages that don\u2019t answer those questions. And it might convince visitors to click on your CTA and convert.<\/p>\n\n\n\n<p>Source: https:\/\/www.semrush.com\/blog\/what-is-a-landing-page\/<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A landing page is a webpage designed to persuade users to take one specific action. For example, having users sign up for a&hellip;<\/p>\n","protected":false},"author":1,"featured_media":8158,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-8157","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"_links":{"self":[{"href":"https:\/\/www.evenzia.com\/fr\/wp-json\/wp\/v2\/posts\/8157","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.evenzia.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.evenzia.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.evenzia.com\/fr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.evenzia.com\/fr\/wp-json\/wp\/v2\/comments?post=8157"}],"version-history":[{"count":1,"href":"https:\/\/www.evenzia.com\/fr\/wp-json\/wp\/v2\/posts\/8157\/revisions"}],"predecessor-version":[{"id":8159,"href":"https:\/\/www.evenzia.com\/fr\/wp-json\/wp\/v2\/posts\/8157\/revisions\/8159"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.evenzia.com\/fr\/wp-json\/wp\/v2\/media\/8158"}],"wp:attachment":[{"href":"https:\/\/www.evenzia.com\/fr\/wp-json\/wp\/v2\/media?parent=8157"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evenzia.com\/fr\/wp-json\/wp\/v2\/categories?post=8157"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evenzia.com\/fr\/wp-json\/wp\/v2\/tags?post=8157"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}