Landing pages: what they are and how they work: The handbook that explains all the basics of landing page marketing, from creation to optimisation

By Stefano Calicchio

What are landing pages and how do they work? Why they are so important in today's web marketing ecosystem. In this guide we will provide all the basic information about creating and optimising landing pages. In particular, we will study the principle of operation at the base of this web marketing tool. But it will also deepen the writing of texts and the best strategies to increase the operational effectiveness of these tools.
In summary, this is the first manual aimed at users who have no knowledge of the subject and who wish to understand in a simple and effective way how sales pages work on the web. 

• Language: English
• Publisher: Stefano Calicchio
• Release date: Mar 14, 2021
• ISBN: 9791220277358

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Landing pages, this unknown

Landing page is a term that has entered the collective imagination not only of marketers, but also of anyone working in digital communication.

Over time, this tool has become (along with email marketing) one of the main levers for closing a sale on the Internet. For this reason, it is becoming increasingly important to learn how to build and optimise these particular types of pages.

The great interest in landing pages is unfortunately not matched by the material on the web today. Apart from generic articles or a few limited free resources, most of the strategies used by the best landing page creators are hidden or kept within a narrow circle of web marketers.

Creating effective landing pages is basically a simple task; give potential customers what they are really looking for and everything will work out for the best.

In this guide, we will address this topic in a practical and straightforward manner, providing not only the basic tools for creating a good landing page, but also various strategies that are derived from years of experience.

What is a Landing Page?

Let's start with the most obvious point, trying to offer a comprehensive definition of a Landing Page.

A landing page is a sales page to which web visitors are directed, usually from free or paid forms of online advertising .

It follows that the technique defined as Landing Page Optimisation is the discipline that deals with creating, managing and optimising landing pages for digital visitors, in order to improve their perception and encourage sales.

This type of page is also seen as the logical and natural extension of a digital advertising message, and indeed Landing Pages are considered particularly profitable when used in conjunction with Pay Per Click or email marketing promotional tools.

The main advantage over the idea of building a landing page lies in the ability of the tool to tailor the