What is a landing page and how does it increase your sales?

What Is a Landing Page?

A landing page is a web page specifically created with a single, well-defined objective: to convert visitors into customers, leads, or users. Unlike a full website, a landing page is focused, free from unnecessary distractions, and strategically designed to guide the visitor toward a specific action.

When someone clicks on a Google, Facebook, or Instagram ad, or receives a link in an email campaign, they are often directed to a landing page. This page is optimized to do one thing — and do it well: convert that visitor into a desired action.

Landing Page vs Website: What’s the Difference?

Many entrepreneurs confuse landing pages with corporate websites. While both are important in a digital strategy, they serve very different purposes:

Aspect	Landing Page	Corporate Website
Objective	Conversion into a specific action	Inform about the company and all services
Navigation	✓ Minimal or none	✓ Multiple pages and menus
Focus	✓ Single message	✗ Multiple messages
Conversion Rate	✓ 5-30%	✗ 1-3%
Ideal Duration	1-2 minutes of reading	Exploratory browsing
Best For	Specific campaigns	Ongoing digital presence

Benefits of a Landing Page for Sales

1. Much Higher Conversion Rate

The main benefit of a landing page is its ability to convert. While a typical corporate website converts 1% to 3% of visitors, a well-optimized landing page can achieve a 5% to 30% conversion rate. This difference is massive when dealing with traffic volume.

2. Reduced Distractions

No extensive navigation menu, no links to other pages, no “about us” information — just the message you want to communicate and the conversion button. This deliberate simplicity dramatically increases conversion rates.

3. Qualified and Targeted Traffic

Landing pages work best when combined with paid traffic (Google Ads, Facebook Ads) or specific email campaigns. You are sending people who have already shown interest to a page optimized to convert them. It’s a perfect match.

4. Lower Cost per Acquisition (CPA)

Because the conversion rate is higher, you spend less on advertising to acquire a customer. If you are paying R$10 per click and your website converts at 1%, you need 100 clicks (R$1,000) for one sale. With a landing page converting at 10%? Just 10 clicks (R$100).

How a Landing Page Increases Conversions

Landing pages work through a combination of psychological strategies, smart design, and technical optimization:

1. Relevance Principle

When someone clicks on an ad about “discounted running shoes,” they are taken to a landing page exactly about discounted running shoes — not to a general store homepage. This consistency between message and page increases trust and conversions.

2. Friction Elimination

Simplified forms with few fields (name, email, and maybe phone). The fewer the fields, the higher the completion rate. Studies show that adding one extra field can reduce conversions by up to 20%.

3. Persuasive Copywriting

Every word matters. Powerful headlines, clear benefit statements, customer testimonials, guarantees, urgency. An effective landing page follows a proven structure: Problem → Solution → Proof → Action.

4. Conversion-Focused Design

High visual contrast for CTA (Call to Action) buttons, clear information hierarchy, strategic use of colors (warm colors like red and orange for CTAs), relevant images, and a visual structure that guides the eye downward.

Essential Elements of an Effective Landing Page

Every high-converting landing page includes these components:

1. Irresistible Headline (Above the Fold)

Your headline must immediately answer: “Why should I read this?” Examples: “Increase Your Sales by 300% in 90 Days” or “Learn Python Programming Without Leaving Home.”

2. Clear Value Proposition

In 2–3 lines, the visitor understands exactly what you offer and why it is better than alternatives. Don’t be vague. Be specific.

3. Simple Form

Ask only for the essentials. Email is almost always mandatory. Name is important. Phone is useful but reduces conversion. Age, gender, occupation — collect later, once you secure the contact.

4. Prominent CTA Button

Large, colorful, with clear action text: “Get It Now,” “Start My Trial,” “Download Free.” Appear multiple times throughout the page.

5. Social Proof

Customer testimonials, star ratings, number of users, logos of companies using your product, awards received. Social proof reduces perceived risk.

6. Relevant Images/Videos

An image is worth a thousand words. Videos can increase conversion by up to 80%. Use visuals that resonate with your target audience.

Use Cases: When to Use Landing Pages

Landing pages are versatile and applicable to virtually any business. Here are real scenarios:

E-commerce

You are promoting a Black Friday sale. Instead of sending traffic to your store homepage, create an exclusive Black Friday landing page with photos of key discounted products. Conversion rates increase because the page is focused on what visitors are searching for.

Lead Generation

A consulting company wants to collect emails for a webinar. It creates a landing page describing the webinar, the host, key topics, and a registration form. Simple, focused, effective.

Apps and SaaS

A new CRM tool wants free trials. The landing page shows the problem it solves, its solution, screenshots, a demo video, and a “Start Free Trial” button. Typical conversion rate: 8%.

Online Courses

A teacher wants to sell a photography course. The landing page presents the promise (“Master Photography in 30 Days”), what students will learn, instructor credentials, before-and-after student results, price, and a purchase button.

How WD Seven Can Support Your Landing Page Strategy

At WD Seven, we understand that an effective landing page is much more than beautiful design. It is the perfect combination of consumer psychology, strategic copywriting, technical optimization, and continuous data analysis.

Conclusion: Landing Pages Are Growth Engines

A well-executed landing page is not a “nice to have” — it is a strategic imperative for any business that wants to grow online. While competitors send traffic to generic, low-converting websites, you can convert 5%, 10%, or even 20% of visitors into real customers.

The math is simple: higher conversion = more sales. And more sales with the same advertising budget = greater profitability. That’s why high-growth companies like Slack, Dropbox, and Airbnb use dedicated landing pages for every major campaign.

The best time to create your first landing page was yesterday. The second best time is today. Every day without a landing page strategy is money left on the table — visitors who could have become customers but didn’t.