What is a landing page?

Learn what a landing page is, how it works, what elements it includes, and how to optimize it for optimal conversion rates and marketing ROI.

What is a landing page?

A landing page, also called a landing page or landing page, is a specially designed web page that is designed to fulfill a specific purpose, such as selling a product, attracting leads, or signing up for a newsletter. It is used to target visitors to a web page when they arrive, to draw their attention to an action or offer, and to motivate them to take a specific action, also known as conversion.

How a landing page works

In online marketing, landing pages are often used to support a specific marketing activity, such as a Google AdWords campaign or an email marketing campaign. They are used to direct visitors to a specific offer and guide them to perform a desired action. The landing page is usually active for a specific period of time, i.e. it is not part of the regular website navigation and is only promoted for the duration of the marketing action in question.

Elements and structure of a landing page

The structure and design of a landing page are critical to its effectiveness. A well-designed landing page usually includes the following elements:

  • A concise and meaningful headline that conveys the offer and arouses the visitor's interest
  • An appealing image or video that showcases the product or service
  • Detailed and informative content that presents the benefits of the offer and convinces the visitor of its value
  • Clear and memorable call-to-action buttons that prompt the visitor to take a specific action, such as filling out a form or purchasing a product
  • References, testimonials or customer opinions that underline the credibility and success of the offer

Optimization of a landing page

The effectiveness of a landing page depends on various factors, such as design, usability, and the relevance of the information offered. To ensure a high conversion rate and a successful marketing campaign, landing pages should always be optimized and adapted. This can be done through A/B testing, analysis of user behavior and continuous improvement of design and text elements.


Landing pages are an important part of online marketing and play a crucial role in achieving marketing goals. They are used to draw visitors' attention to an offer in a targeted manner and to persuade them to perform a specific action. A well-designed and optimized landing page can thus contribute to a high conversion rate and a successful marketing ROI. Bajorat Media supports companies in creating and optimizing effective landing pages in conjunction with other online marketing measures such as SEO, SEA and social media marketing.

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