The Importance of the Landing Page

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If you manage an e-commerce or sell consulting services through your website, you will know that the final objective of the investment (SEO activities, costs related to servers and domains, online and offline advertising, etc.) is, always and in any case, the conversion of the user, or the sale of the product or service you offer.

Web Marketing specialists love to talk about funnels in this regard . In reality, it is a concept that can be applied to various fields and not necessarily to the web. Let's see, therefore, why it is important to understand the funnel and how it is possible to optimize the conversion of your site through a landing page .

Conversion Funnel: The Goal is to Sell
Graphically, the funnel is represented as a funnel, in the upper part of which the visits and accesses to the site are depicted and from the terminal part of which the conversions should belarus phone number emerge (contacts from the site, sales, newsletter subscriptions and so on). Obviously the funnel – the funnel – narrows as it goes forward, but why does this happen?

There are different models and interpretations of the conversion funnel. One of these is based on four fundamental concepts for conversion: Awareness (the user visits your site), Interest (the user begins to feel interest in the product or service that you are able to offer), Desire (the user wants the service/product, it is the phase immediately preceding the purchase), Action (the user proceeds to purchase).

In this case we are talking about sales, but of course this model – we refer to it as the AIDA model – can be easily converted and adapted to other types of conversions, such as for example contacts through the site or newsletter subscriptions, conveyed precisely through landing pages.


Optimize your landing page to improve your conversion funnel.
Initially, therefore, it is necessary to channel traffic to the website. And this can be done through organic traffic (coming from search engines) or through traffic coming from pay per click activities ( AdWords , LinkedIn Ads or Facebook Ads , for example) or other types of promotional campaigns (banners, digital PR or others).