Welcome to The Smart Marketer’s Landing Page Conversion Course

In this 11-part course landing page expert Oli Gardner and 10 renowned conversion rate optimization experts (including Rand Fishkin, Peep Laja, Michael Aagaard, Copyblogger, Hubspot and more), will walk you through how to create high-converting landing pages. The course includes step-by-step instructional videos so you can follow along, creating your own landing pages as you go.

For full course details, visit the main course landing page.

Part 1: Landing Page 101

Let’s start things off with an important statement…

Never. Start. A. Marketing. Campaign. Without. A. Dedicated. Landing. Page.

Otherwise known as the NSAMCWADLP principle. Got it? Good.

Today’s Course Outline

Today’s all about the fundamentals, so you’re not allowed to pass go until you understand the following:

  1. What is a landing page?

  2. Landing pages vs. homepages

  3. What can landing pages be used for?

  4. Message match

Estimated time for lesson

Today’s lesson should take approximately 20 minutes including the video.

1. What is a landing page?

A landing page can be any page that someone lands on after clicking on an online marketing call-to-action. Dedicated, promotion-specific landing pages are what we’ll be focusing on. Dedicated landing pages are standalone pages that are designed for a specific marketing campaign.

By standalone I mean that it has no ties to your website, like global navigation. In essence it floats alone, only accessible from the link you’re providing in your marketing content (the call-to-action in an email for example).

The purpose of a landing page falls into two categories:

  1. to capture leads that enable you to market to people in the future, or

  2. to “warm up” potential customers to the product you are trying to sell to them before sending them further into your sales funnel.

This creates the need for two types of landing page – a lead generation page and a click-through page.

Lead generation landing pages

The most valuable piece of information you can get from a lead gen page is someone’s email address – which gives you permission to continue talking/marketing to them.

Once you have a lead’s permission, you then try to convert them into a customer by combining the two most powerful 1-to-1 communication tools a marketer has – email and landing pages.

Here’s an example lead gen form, that’s designed to capture user and/or company data in exchange for something – in this case an ebook.


Click-through landing pages

Click-through pages (sometimes called jump pages) are designed as a conduit between a marketing ad and it’s final destination. The goal of a click-through page is to “warm-up” the visitor to the product/service you are trying to sell.

Commonly used for ecommerce, click-through pages provide enough information to inform the buyer, making them ready to purchase, before pushing them further down the funnel – probably to a shopping cart or checkout.

Here’s an example click-through page. Videos or product images paired with a description and product benefits help to persuade the visitor to click the call-to-action.



Landing pages live separately from your website and are designed to only receive campaign traffic. As we’ll see, this separation allows them to be focused on a single objective and makes analytics, reporting & testing a simpler task.

2. Dedicated landing pages vs. homepages

If you compare a homepage vs. a landing page you can see why landing pages are so important to your marketing’s success.

Your homepage is designed with a more general purpose in mind. It speaks to your overall brand and corporate values and is typically loaded with links and navigation to other areas of your site. It’s designed to encourage exploration.

Your landing pages are designed for one purpose only.

Think of the links on your page as leaks. Each link on your page that doesn’t represent your conversion goal is a distraction that will dilute your message and reduce your conversion rate.


Consider the example below that shows the WebTrends homepage which contains over 60 links. Don’t get me wrong, it’s a great homepage, just not a good landing page.


What would you do here?

Landing Page

If we look at an example of a WebTrends landing page, which is focused entirely on a single campaign objective, you’ll notice that it has only one call-to-action. Perfect.


It’s immediately clear what you are supposed to do on this page, complete the form to download the data sheet.

Landing pages should have all navigation and extra links removed so there is only a single action for your visitors to take. Click your call-to-action.

3. What are landing pages used for?

The potential uses for landing pages are almost limitless but here are the more common examples of how landing pages are used:

To collect personal information (generate leads) in exchange for:

  • Reports/Whitepapers with important industry facts and statistics.
  • Ebooks for comprehensive guides about different aspects of your business vertical.
  • Newsletters with tips related to your area of subject matter expertise.
  • Podcasts for people who like to listen & learn during a commute or workout.
  • Checklists/Scorecards for people that like to see how well they are doing and/or benefit from a to-do list.
  • Blog subscription to receive ongoing content via email or RSS.
  • Webinar registration for live online sessions, often with Q&A with experts and special guest presenters.
  • Presentations or recorded sessions including video or slides.
  • Consultation services or booking meetings for someone to request your time or services.
  • An ecourse delivered over a period of time – just like the one you’re reading now!

“Warming” prospects up to your offering before you push them deeper into your sales funnel to:

  • Purchase your product or service online.
  • Become a customer or subscriber of your online business.
  • Or any of the lead capture uses listed above, if you want to use an introductory page before sending them on to the landing page with your lead gen form.
Landing pages can, and should, be used for all of your campaign needs. Remember – Never, I repeat — Never start a campaign without a landing page.

4. The power of message match

Message match is an essential part of why landing pages can be so successful. Message match is the ability of your landing page to reinforce the messaging presented on the link that was clicked to reach the page.

Most visitors are impatient and will leave your page within a few seconds of arrival if you don’t reinforce their intent with a matching headline and purpose (quickly and clearly).

This example shows a comparison of good and bad message match on a landing page used for a pay-per-click campaign:

Call-to-action message Landing page headline
Bad message match Get 50% off a Dell Inspiron 9000 Welcome to Dave’s Computer Store
Good message match Get 50% off a Dell Inspiron 9000 Get 50% off a Dell Inspiron 9000 at Dave’s Computer Store

By ensuring a strong message match, you are letting the visitor know that they made a “good click”.

A weak message match will result in a higher bounce rate and thus a drop in conversion rate.

Another example of good message match

Here’s an example of a banner ad and a landing page, that shows excellent message match.

Ad source Target landing page
full-sail-lead-gen-purple-ad full-sail-lead-gen-purple-th
Primary ad copy Primary Landing page copy
Secondary ad copy Secondary landing page copy
Web Design & Development
Degree Program
Web Design & Development
Bachelor’s Degree

Not only is the copy perfectly matched here, but there is also a very strong “design match”, where the visual treatment of the landing page has been incorporated into the banner, helping to further reinforce the connection between banner and landing page.

Maximizing conversion scent – a.k.a. message match

Conversion scent, or information scent, is another way of describing the connection between your source ad and your landing page. The scent begins when the ad is seen, and is maintained or ended when the visitor sees your landing page (depending on how strong your message match is).

In this short presentation, Rand Fishkin – CEO of MOZ.com, uses some examples to illustrate this concept perfectly, showing how to do it right and also how to do it very wrong.

The more contextually related your page headlines are to the calls-to-action people clicked on, the more likely those prospects are to make the connection that your landing page is for them. A great way to ensure your message match is strong is to write your ad CTA on a piece of paper and your landing page headline on another piece of paper underneath. Then look at your ad copy and turn the page. Does your paper click lead to a matched experience?

Let’s see today’s course in action!

To round out the first day of the course, we’ve got a video for you so you can observe just how bad message match can be. You’ll witness firsthand the impact it can have on the experience of your visitors.

We’ll also show how quickly and easily you can fix the problem if you’re using landing pages.

Remember to follow along with a free Unbounce landing page account

If you’d like to follow along with the course videos and build your landing pages as we go, you can open a free Unbounce account (60 seconds to sign up – no credit card required). This will let you create landing pages for the examples we use throughout the course.

Watch this video to see bad message match in action – and how to easily fix it

Filled your boots with marketing goodness? Tell the world!

Remember to jump into the comments and tell us what you think.

141 Responses

Add a comment

  1. Reply
    Sep 04, 2013 - 02:52 PM

    Oli, great lesson here. I liked your explanation of a link that doesn’t represent a conversion goal on a landing page as a “leak”. This is a good analogy to put into use when it’s time to explain to others about effective landing pages. Cheers!

    • Reply
      Oli Gardner
      Sep 04, 2013 - 04:09 PM


      Yeah, definitely a good explanation tool.

      You can also think of it in terms of a percentage.

      With 50 links, your attention ratio is 2% compared to 100% with just a single CTA.

      Pretty massive difference.

    • Reply
      Jessica Zurik
      Sep 06, 2013 - 07:42 AM

      I can´t agree more Angel!

  2. Reply
    Stephanie Campanella
    Sep 05, 2013 - 03:56 AM

    Love this, I like the definition of the ‘scent’. I totally get this!

  3. Reply
    Stephanie Campanella
    Sep 05, 2013 - 03:57 AM

    This –
    With 50 links, your attention ratio is 2% compared to 100% with just a single CTA.

    Pretty massive difference.

    Love that I’ve stumbled onto you guys. Loving the content so far.

  4. Reply
    Sep 05, 2013 - 04:15 AM

    Hi Oli,

    You mentioned: “Landing pages should have all navigation and extra links removed so there is only a single action for your visitors to take. Click your call-to-action.”

    The bad news for us that use AdWords is that Google *wants* you to use navigation on your landing pages. While I agree with your statement as a conversion optimizer… how do you deal with the big G?



    • Reply
      Oli Gardner
      Sep 05, 2013 - 11:21 AM

      Hi Henrik,

      Excellent question, I’m glad you asked.

      Yes, Google says that they want ease of navigation, but what they are getting at here is that they want visitors to have a great user experience – so that they can find the information they are looking for quickly and easily.

      With a standalone landing page, you are doing this by default (as long as it’s a nicely designed page). You have a single action, and you are making it easy to find.

      Now, in the case of PPC if you are doing lead gen, it’s imperative that you include a privacy policy link (which is the navigation they need) so that people can understand how you will be using your email.

      It’s also important not to ask for too much private information – especially details that you don’t need and that are out of balance with what you are giving away to your visitors.

      We have thousands of marketers at Unbounce who are doing this successfully without any issues from Google.

      Hope that helps.

      • Reply
        Dave Martin
        Sep 08, 2013 - 06:40 AM

        This is true… you don’t need big honkin’ nav buttons at the top of the page, you can use small-font text links in the footer (usually)… altho sometimes they make you stick the navs at the top of the page. Just don’t ‘trap’ or you’ll get pinched.

      • Reply
        Sep 08, 2013 - 11:09 PM

        Appreciate the reply. Thanks!

  5. Reply
    Binh Truong
    Sep 05, 2013 - 04:16 AM

    Greate job bro. Very clear and easy to understand. Thanks.

  6. Reply
    Jose Argudo
    Sep 05, 2013 - 05:25 AM

    Good video, and great advice, I’ve been using unbounce for some adwords campaigns and this really makes a difference. Better conversion ratios with small changes :)

  7. Reply
    Romain Stevens
    Sep 05, 2013 - 05:45 AM

    Hi Oli,
    Thanks for this first lesson
    I also appreciate to see how Unbounce works on your video.
    Looks easy to use

    • Reply
      Oli Gardner
      Sep 05, 2013 - 11:12 AM

      Thanks Romain.
      Keep on coming back to the comments as you progress, I’d love to hear what you think of each of the videos.

  8. Reply
    Sep 05, 2013 - 06:15 AM

    Nice introduction with interesting tips. I’ve attended Rand Fishkin’s webinar the last week and I think your presentation summarizes well the section where he told about the mismatch: also the final video is useful to enforce the concept. Let’s wait for the next lesson! :-)

  9. Reply
    Sep 05, 2013 - 06:24 AM

    Hi Oli,

    I like the course so far and I am an Unbounce user.

    However I am intrigued to know how you “copied” the Pura Vida Costa Lodge web page into Unbounce in order to be able to edit it.

    Can you explain how this is done?


    • Reply
      Oli Gardner
      Sep 05, 2013 - 11:17 AM

      Thanks Andrew.
      The Pura Vida page was built entirely in Unbounce from scratch.
      You’ll see exactly how this is done in part 2 of the course, where I walk through piecing the page together element by element.

      • Reply
        Sep 11, 2013 - 09:33 AM

        Hi Oli,

        Thanks for your reply.

        I have watched part 2 of the course now and understand how you edit each element of the page.

        However my real question was how do you get that page into the Unbounce system in the first place?

        In part 1 the video at the 03:50 point shows the Pura Vida page in Unbounce. Is there some clever way of copying a web page, like the original Pura Vida page, into Unbounce, before you start editing it? Or did you really build a clone of the Pura Vida page in Unbounce from scratch, so that you could then edit it?


        • Reply
          Oli Gardner
          Sep 12, 2013 - 05:59 PM

          Hi Andrew,
          When I say built from scratch, what I mean is that I created the landing page from a blank canvas in Unbounce, adding each photo and text element at a time (as you saw in the part 2 video).

          Pura Vida is a fictitious resort I made up, and designed this landing page for in Photoshop.

          So, no you actually can’t copy a web page into Unbounce.

          And it’s not a clone of an existing page, it was built from a page we designed in Photoshop.

          Hope that clarifies it a bit more :)

  10. Reply
    Sep 05, 2013 - 06:27 AM

    What are recommendations for segmentation on the spot say between the genders or age groups as they come from the same traffic source without chance to split them up.

    • Reply
      Oli Gardner
      Sep 05, 2013 - 11:16 AM

      If they are coming from the same traffic source, do you have any control over how that source is delivered? Is it email, PPC, social etc.?

      If you have some control, then providing a different link according to each segment to lead to a different landing page is the way to go.

      Perhaps you could explain your situation a little more?

  11. Reply
    Candice Renae
    Sep 05, 2013 - 08:01 AM

    Great lesson! Very easy to understand and follow.

    I’m hoping in a future lesson we will learn how to use landing pages in a service based business to build an email list.

  12. Reply
    Email Marketing
    Sep 05, 2013 - 08:32 AM

    Thanks, its a good first class

  13. Reply
    Brent Purves
    Sep 05, 2013 - 09:03 AM

    Excellent first lesson. Message match is extremely important and so often missed. Thank for this great landing page resource. I will be recommending it.

  14. Reply
    Marcos González Caramés
    Sep 05, 2013 - 09:43 AM

    Thank so much for the explanation, very clear. It´s a great video.

    We will learning a lot in this fantastic Course.

    Regards from Spain.

    • Reply
      Oli Gardner
      Sep 05, 2013 - 11:14 AM

      Welcome to the course Spain!
      Great to see this spread around the world.

      • Reply
        Camilla Peffer
        Jan 09, 2014 - 08:25 PM

        I think he meant “regards from over here in Spain” ;)

  15. Reply
    Andy Kuiper
    Sep 05, 2013 - 09:46 AM

    All good so far – thanks :-)

  16. Reply
    Simon Kamsky
    Sep 05, 2013 - 09:58 AM

    Hi Oli,
    Great 1st webinar. thanks.
    But lets say you have a much larger google search campaign, using multiple ads. I guess this mean you would have to create multiple landing pages to match your various Google campaigns ?

    • Reply
      Oli Gardner
      Sep 05, 2013 - 11:13 AM

      Typically, it’s best to have one landing page per ad group. This way you are maintaining a good scent as the purpose of each ad group is the same. Ideally you would have one landing page per ad – but that can get wieldy.

    • Reply
      Sep 05, 2013 - 11:23 AM

      I have a question on message match for e-commerce that’s similiar. We have a site that sells hundreds of different medical services. My hypothesis is that we need to catch people as they are actually searching for specific services (A keyword might be “Cost of MRI” or “Cheap TB Test”) and not when they are simply browsing medical topics in general. Do you have any recommendations on how to segment landing pages around groups of related products/services? It just seems impractical to create a different landing pages for each of 100 services, even if we have a standard template where we can drop in different photos/copy.

      For example, if someone searches “MRI” is it OK to show them a page that says Imaging in the headline and has MRI, CT scans and X-rays in the subheader as service types?

      • Reply
        Oli Gardner
        Sep 06, 2013 - 12:30 AM

        You ask if it’s OK to show them a page that says Imaging in the headline if they search for “MRI”.

        It depends on the intent. Is it someone searching because they were told by their doctor (or paranoid friend) that they need to get an MRI?

        In that case, they are in research mode and probably don’t know what an MRI actually is.

        This is a good example of the danger of acronyms.

        We did a webinar recently where the term CRO was used in the title.

        What does CRO mean? It means one of three things:

        1. Conversion Rate Optimization
        2. Croatia
        3. I have no clue

        So you have to ask yourself, do we care about the people that show up that aren’t familiar with the acronym?

        If you don’t and you’re targeting medical professionals, then throwing acronyms around is good. Good because you can make them very visible on the page, and people will respond positively through visual recognition.

        Getting back to your question:

        Is it okay to use a word that’s only a part of the complete phrase in the headline, and follow it up in the subheader?

        Answer depends on the inbound source. If it’s PPC then the closer the match the cheaper it will be.

        In general though, as long as the headline resonates immediately with your audience, they will take the time to read the subhead and get the gist of what you are saying.

        The problem you run into though, is, that if the headline isn’t specific enough to the intent, it doesn’t matter if MRI is spread all over the page.

        Potential searches:

        Q: What does MRI mean?
        Q: I need an MRI, what’s it like?
        Q: Is an MRI dangerous?
        Q: Can you get cancer from an MRI scan?

        A: Headline with “Imaging” somewhere in it.

        You can probably tell that it’s very dependant on intent at this point – mainly because I’ve had to write this amount to try and figure out what the mindset is in order to answer the question.

        Write down a list of search queries that you “do” want to be answering.
        Then print out your landing page.

        Find someone disconnected from your campaign – ideally someone that’s not connected to what you do for a living.

        Give them the questions.
        You keep the landing page printout.
        Instruct them to verbally react to anything that happens during the exercise.

        Ask them to choose one of the questions at random, and read it out loud.

        When they ask you the question, respond by reading the headline of your landing page out loud in return.

        Judge their reaction, what is their face doing?

        What do they say as a reaction?

        Then read the subheader.

        What is the reaction?

        Ask them if they understood what you were talking about? If they did, was it after the headline? Or after the subheader.

        I think you’ll have your answer if you complete this exercise.

  17. Reply
    Sep 05, 2013 - 11:39 AM

    Thanks for speaking my lanuage, Oli. I’m not a “web guy” but know I need to use it effectively in my one-man DIaY (Do It all Yourself) enterprise.

    • Reply
      Oli Gardner
      Sep 05, 2013 - 11:42 AM

      That’s great Greg, I’m glad it came across in a useful way. Excellent feedback.

  18. Reply
    Sep 05, 2013 - 01:08 PM

    Great lesson.

    The matching scent is especially important. I used to call this the “continuity of a visual identity”, scent is so much better.

    Warm regards from Serbia.

  19. Reply
    Sep 05, 2013 - 08:30 PM

    Hi Oli!
    Love your lesson so far but I am a bit concern about SEO…. If all links are removed from the landing page, this effort will not help at all SEO wise?

    • Reply
      Oli Gardner
      Sep 05, 2013 - 08:33 PM

      Hi Caro,
      Glad you’re liking it!

      Most landing pages are used for campaign specific purposes, or for receiving traffic from a specific source (like PPC).
      For this reason SEO isn’t always the goal.

      However, if you intend the landing page to live permanently, then you can drive inbound links to it from elsewhere – after all the landing page is the destination – not the source.

      Hope that makes sense.

  20. Reply
    Sep 05, 2013 - 11:23 PM

    Great lesson. Loved the part regarding the message scent !

    Looking forward for more knowledge.

  21. Reply
    Sep 06, 2013 - 12:05 AM

    great stuff here! Thanks!

  22. Reply
    Sep 06, 2013 - 04:43 AM

    Thanks so much for providing this course. Actually, just reading through all of these comments and your answers has been phenomenally helpful. The concept of message matching isn’t difficult to understand but making it happen in practice seems to get lost in translation for so many people. I need to be reminded of it. Looking forward to upcoming lessons.

    Will you be leaving these lesson pages up online for some time so we can come back to them?

    • Reply
      Oli Gardner
      Sep 06, 2013 - 12:34 PM

      Yup, the lesson pages will be here indefinitely.
      So you can always come back.

      I’ll also be updating the content as feedback comes in and there are questions requiring more attention.

  23. Reply
    Sep 06, 2013 - 04:45 AM

    Landing pages that are totally disconnected from the main website and have no links to other pages are in the long term sake not so much interesting. This means your landing pages are only of value as long as you keep on buying ads or sending out mailing lists. These pages usually don’t really affect the organic, long-term search results for your website.

    On the other hand, it was shown in a few cases before that once you stop with adwords, it also affects your organic search results in Google. Therefore, is it best to use landing pages on your own domain or rather on a separate domain name?

    • Reply
      Oli Gardner
      Sep 06, 2013 - 12:43 PM

      For the most part landing pages should be promotion/campaign specific.

      If you *do* want to use them for organic, then yes, leaving them up and then starting to link to them will help you in the SERPs.

      I recommend housing your landing pages on a subdomain of your site, as this allows you to use URLs that may be already taken on your primary domain for SEO purposes.

      For instance:

      Your website:


      If you are then running a campaign about landing pages, you might want to use:


      Just keeps things clean.

      Obviously, you’d want to base the decision on your strongest need. For SEO, it would be more effective to have them on the main domain if you’re building them purely for long term search.

  24. Reply
    Sep 06, 2013 - 05:22 AM

    It’s very clear what’s needed to be done on the landing page. Great job on structuring it as I find it easy to understand.

    If I have a list of keywords say 100 of them, I would need to create 100 landing pages to each campaign so that the information scent is consistent to the 100 keywords?

    What if I have a group of keywords that have the same message, would it work if I just have 1 landing page?

    • Reply
      Oli Gardner
      Sep 06, 2013 - 12:44 PM

      Yeah, you could have one page per ad group. It wouldn’t be quite as strong as one-to-one, but effective nonetheless.

      • Reply
        Sep 09, 2013 - 03:13 AM

        Thanks for responding Oli. Got it!

        In your video the Adwords has a limit of 25 characters, “Luxury Retreat in the Costa Rica Rainforest” is 41 characters. How did you able to get a headline that long in AdWords?

        • Reply
          Dave Martin
          Sep 09, 2013 - 03:51 AM

          That’s something Google started doing a couple years ago and only applies to the top 3 ads. If you write your ad correctly they basically move line 2 up to the end of the headline. Notice those ads only have one line of body copy under the long headline?

          “For some ads where each line appears to be a distinct sentence and ends in the proper punctuation, description line 1 will be moved to the headline and separated by a hyphen. As a result, some top placement ads will have longer headlines.”

          Hope that helps.

          • Reply
            Oli Gardner
            Sep 09, 2013 - 12:37 PM

            Nailed it.
            I was basing it on the ads that appear at the top of the SERPs which are longer than the sidebar ones. You can have around 60 in there.

  25. Reply
    Sep 06, 2013 - 08:14 AM

    If a potential web customer feels she’s being baited and switched, she’ll x out of the page quickly. I love the analogy of the scent – if I enter your restaurant because I smelled the steak as I walked by, I don’t to walk in and be sold sushi. Even on a blog, it’s important not to use hyperlinks sloppily to get traffic to other pages.

    Look forward to the next lesson!

    • Reply
      Oli Gardner
      Sep 06, 2013 - 12:45 PM

      Great analogy Eli.
      I’m a big fan of metaphors, as you’ll probably notice throughout the course :)

  26. Reply
    Sep 06, 2013 - 09:29 AM


    I’m very glad you made this course available – great stuff here!

    Based on your comments, we shouldn’t even include the ability to click on the logo/etc. in the upper left hand corner (the standard way to get to the home page) in case someone isn’t interested in this specific page/offer, but may want to explore the other offerings on our site? I get that we don’t want the full-blown site navigation on these landing pages.

    Without at least that option, we’ve lost the visitor for good, as they are likely not going to take the time to search out the main site.


    • Reply
      Oli Gardner
      Sep 06, 2013 - 12:46 PM

      If your campaign is about a specific topic, and they get them from paid search, then they have expressed intent, so you are fine not to have a link back to your homepage.

      If you are sending generic traffic there without a purpose then your homepage would make more sense.

  27. Reply
    Ramsay Leimenstoll
    Sep 06, 2013 - 06:16 PM

    Just wanted to say “Thank you!” for creating this course – targeted, short-lived marketing campaigns are something we’re easing our way into after making updates to broader marketing strategies (our home page – via Joanna Wiebe’s Home Page Optimization Course, actually; plus NUX emails we send out to free trialers), so this is a wonderful introduction and comprehensive overview to help us with this next stage. Thank you, thank you!

    • Reply
      Oli Gardner
      Sep 06, 2013 - 06:52 PM

      Thank you! Ramsay.
      Look forward to hearing from you as the course progresses.

      Great that you did Joanna’s course. She’s awesome.

  28. Reply
    Guillermo Perez
    Sep 07, 2013 - 04:37 AM

    Another ‘thank you’ from Spain. It’s all said: clear, well targeted, easy to understand… and free!! In addition the comments and your (quick) answers expands the value of the course.

    Thank for your time and good work.

  29. Reply
    Sep 07, 2013 - 06:15 AM

    I just took over marketing for a car dealership a couple of months ago, and I’m trying to see how I can leverage our SEM ads more. Does Unbounce have any landing pages templates/experience in this space?

    I really like the format of this tutorial page!

    • Reply
      Oli Gardner
      Sep 07, 2013 - 05:45 PM

      Hi Neesha,
      I don’t have an specific experience with car dealerships as a marketing destination.
      But in terms of a template, the best way to approach this is to do a content audit.

      I’d start with the 5 essential elements of a landing page, which you’ll learn about in part 2 of the course.

      Then what you do, is research the types of content elements that go on a car dealership landing page – looking at your competition or just others from other parts of the world.

      Then you can identify what content pieces are required for that use case.

      For instance: if the page’s purpose is to advertise why your dealership is better than others, you might require the following elements:

      1. Your main point of differentiation – is it price, customer service, service department, warranties, etc.
      2. What is the scope of your inventory?
      3. Do you have a personal touchpoint with your customers you need to show? Perhaps the team that will be working directly with customers.
      4. A map showing directions to the dealership, along with bus routes
      5. Awards for customer service you may have won
      6. Customer ratings of service
      7. Testimonials from happy customers
      8. Stats on repeat customer numbers
      9. Photos of the location and of the lot

      Is it to get people to book a test drive or appointment online?
      Is it to showcase a seasonal deal/special?

      These will also determine the types of content you will need.

      Etc. Etc.

      Once you have completed your content audit (every piece of required content for your particular use case) then you can start laying them out on a page. Often this is easiest when done as a paper prototype. Create a piece of paper for each content element you have defined, write some copy on it, and then start laying them out so that you have a correctly ordered storyline if you read throughout the page.

      After you do this, you’ll be better established to see what kind of template you should be using.

  30. Reply
    Sep 07, 2013 - 08:10 AM

    Thanks’, Oli. It is great Course. Te information I learned from other sources about landing pages are far away from your clear explanations.
    Regards from Bulgaria!

  31. Reply
    Sep 07, 2013 - 10:26 AM

    Looking forward to more chapters! Its actually shocking how many ppc ads lead to mis-matched headlines and totally different pages.

    • Reply
      Oli Gardner
      Sep 07, 2013 - 05:34 PM

      It really is. When we were researching the concept for Unbounce, we literally clicked on thousands of ads, and found that only 20% went to landing pages – and most of them had a lot to learn.

  32. Reply
    Sep 07, 2013 - 11:55 AM

    Great content! Can’t wait for the rest of the course and start on my lead gen campaigns and landing pages.

    Hello from Singapore!

  33. Reply
    Daniel Stephens
    Sep 07, 2013 - 11:57 PM

    Well worth the time it took to do this lesson. I’ll definitely be doing the others. Thank you.

  34. Reply
    Sep 08, 2013 - 03:48 AM

    Hi Oli,
    Thanks for making this tutorial available. It is very interesting and I look forward to the next lessons.
    I have a question though. While I understand that it is better to have only one call for action per landing page, I don’t really understand how to put it into practice.
    Example: I run an add about diving in Myanmar and offer 3 different cruises in Myanmar, so currently, I had 3 buttons at the end f the page asking the customer who clicked on diving in Myanmar:
    - would you like to go for 5, 6 or 8 days?
    and then they would go into the specific page detailing each one of these cruises (itinerary, price…)

    Is this the best way or shall I do only one button saying something like: want to know more and then they would go into a second page talking about the 3 products? or giving the schedule of our cruises (which are not all in Myanmar), or creating a page with the schedule of Myanmar cruises only?

    Anther issue I have is that often customers choose the length of the cruise based on their schedule so asking them this question so early cut them from other cruises that might interest them more….
    Sorry if I’m not very clear but it is not very clear for me either. your help would be much appreciated.

    • Reply
      Lev Levin
      Sep 09, 2013 - 01:24 AM

      I think that every offer: 5, 6 or 8 days – has it’s own benefits.
      So you can create 3 different but similar pages for each of them.
      Every landing page will emphasize advantages of a cruise.
      And after – start 3 ad campaigns.

      • Reply
        Sep 09, 2013 - 02:49 AM

        Hi Lev,

        Thank you for your answer.
        I already have 3 different pages detailing the cruises but when I run add campaign, I use a comon landing page talking about “diving in burma” and then send them toward cruise specific pages.
        I dont see how I could differenciate these 3 ad campaign as potential buyers would search for the same keywords for each one of them: “diving cruise in burma”. I dont think many would search “5 days diving cruise in burma”…

        • Reply
          Dave Martin
          Sep 09, 2013 - 03:32 AM

          I think Sev probably thought each cruise (5,6,8) was uniquely different, deserving it’s own page. You’re right, the length of stay wouldn’t be a differentiator concerning Search Keywords.

          If I understand your situation correctly I see 2 possible moves here:

          1. Your current “Call to Action” Is/Are the 3 Buttons. You’re using a CTP (click-thru page) to pre-educate your visitor, so your CTA is to have them select their length of stay, right? When they hit the CTA button they go to the page which explains the wonders of that particular cruise; 5, 6 or 8 days.

          2. You could use ONE CTA button that says “Compare Cruises”… when they hit that, the following page would have a 3 column chart showing what’s included in each cruise, sort of like when you compare the “Silver, Gold or Platinum” card. That way it’s all there on one page for easy comparison.

          A good example is the Pricing Page on Unbounces’ site. Hope it’s ok to post the link.

          • Reply
            Oli Gardner
            Sep 09, 2013 - 06:48 PM

            Definitely okay to post the link, and good example.

            I go into segmentation a bit in the response below.

            Excellent thread.

            And Dave, I like your succinct explanation – and the “Compare Cruises” is a great CTA.

            • Reply
              Sep 09, 2013 - 07:30 PM

              Hello you both,
              Thanks a lot for taking the time to answer my question.
              From reading you both, I realize both solutions are possible and I’m glad to realize what I was doing wasn’t plain wrong :) Thanks Oli.
              Dave, I also like very much your “Compare cruises” option, but I don’t see it as very practical to compare cruises in a chart as cruises are basically the same with the same advantages except the length, hence we go a bit further on longer cruises, the main differentiators are price and schedule. But I’ll definitely think this true to see if I can make it work and why not test both version to get the winning LP!

              • Reply
                Dave Martin
                Sep 09, 2013 - 08:41 PM

                I would agree a static “chart” might be a bit boring for a CRUISE DIVING EXCURSION, but you need to find a way to ‘show’ people the differences in VALUE somehow.

                You have so many awesome photos on your site, use photography and your daily ITINERARY at the elements of comparison (ie the ‘chart’ elements but it doesn’t need to be laid out in a ‘chart’)

                It may not be laid out in a “chart” format, but if you can SHOW people the differences in the cruises it will help.

                Now I’m thinking of Booking.com… go look up any hotel (or better yet ‘apartment’ or ‘vacation rental’) and choose your dates… they will show you all the available rooms for those dates… then you can click on each ROOM to expand a photo album of THAT ROOM… this way you can SEE the differences in the rooms all on the same page. Believe me, this is how I book a room!

                This is just a “layout” example but should give you some visual ideas how to lay out your comparison examples… you mention you “go farther” on the longer cruises so I’d just show some new / different / MORE photos for the longer tours (ie showing MORE photos for the longer tours will make them appear “bigger / better / have more value”) and then list the things you DO on the itinerary each day for each tour.

                Hope that’s not too confusing;-)

            • Reply
              Dave Martin
              Sep 09, 2013 - 08:45 PM

              Thank You Sir!
              High praise indeed!

              BTW: How’s that countdown timer comin’? ;-)
              (might even be a good addition to the Travel Page you’re working on?…
              “Only 2 Rooms Left!”)

              • Reply
                Sep 10, 2013 - 04:02 AM

                Thanks again Dave,

                You’re very helpful and give me lots of interesting ideas. I write them all down to implement it.

    • Reply
      Oli Gardner
      Sep 09, 2013 - 06:46 PM

      In this case I think it’s totally okay to have several buttons.

      Reason being because they all have the same goal – pushing people down the same funnel based on segmentation of desire.

      The setup that causes problems is when you have navigation to different parts of a site – with different goals etc.

      We’re actually working on some travel specific templates for the future, and there are 2 uses cases I considered:

      1. A landing page dedicated to a single specific destination /cruise / special that is advertised as such
      2. A seasonal page that might have multiple listings like a sunshine getaway to Mexico etc. that has multiple resorts listed.

      And like you say – they can link to specific landing pages after the 5,6,8 day CTA. Each page having it’s own different itinerary etc.

      All you are doing is segmentation. You can either segment on an initial landing page, or you can segment at the ad level – it depends on how different the choices are. In this case I’d go with segmentation on the first page: with 3 CTA’s.

      • Reply
        Sep 09, 2013 - 07:33 PM

        Thanks Oli,

        Now all I have to do is to make my Landing page better, following your lesson 2 and get rid of all the links on the page :)

    • Reply
      Clint Dixon
      Sep 12, 2013 - 05:35 AM

      You do not give the visitor 3 choices and not at the bottom of the page either.

      Up top and to the left with a strong call to action.

      Each Landing Page is an island.

  35. Reply
    Rusty Eddy
    Sep 08, 2013 - 11:25 AM

    This is a great series, thanks a ton for putting it together. I have read bits and pieces about writing good landing pages, but I love how well this course is done and I’ve only finished the first lesson!

    Boy do I have a lot of work to do for my campaigns.

  36. Reply
    Dez Calton
    Sep 08, 2013 - 12:28 PM

    Great first lesson Oli, I am a huge Unbounce fan, the amount of guides and resources you guys provide is amazing and the whole set of features and ease of use of the Unbounce system is fantastic. Really looking forward to the forthcoming lessons.

    • Reply
      Oli Gardner
      Sep 09, 2013 - 12:39 PM

      Awesome Dez, glad you are finding lots of value in it.

  37. Reply
    Sam Lipscombe
    Sep 09, 2013 - 02:53 AM

    Hi Oli

    Great lesson, do you know if there is any way of pulling through the search term or google ad headline to the landing page?

    It would make things so much easier to manage for larger campaigns.

    Look forward to things to come.


    • Reply
      Oli Gardner
      Sep 09, 2013 - 12:38 PM

      As far as Unbounce goes, we have dynamic keyword replacement in our next batch of features for the next few months.

  38. Reply
    Ebert Ferreira
    Sep 09, 2013 - 11:48 AM

    Oh my… great course!
    Thanks a lot :)

  39. Reply
    Kevin B
    Sep 09, 2013 - 10:02 PM

    Great course so far, looking forward to the rest! Many thanks for making this available.

  40. Reply
    Wagner Linaldi
    Sep 13, 2013 - 06:46 AM

    Great Course, but after try the Unbounce design tool I have not found the pricing menu. I wish to know how much cost.

  41. Reply
    Cristiano Siqueira Pires
    Sep 13, 2013 - 09:17 AM

    Oli Gardner
    Congratulations on this excellent course Unbounce!
    I’m in Brazil applying various studies you produce and his brilliant staff, and conversion results in the range of 30% to 50%. Make adjustments facing the scenario of Brazil, but few adjustments. Thank you and I am already a subscriber of tool Unbouce the company I work. Big hug.
    Signed: Cristiano Siqueira Pires.

  42. Reply
    Sep 16, 2013 - 12:36 PM

    Hi Oli, that’s really awesome tips you have here. I still can’t believe that it’s all FREE! Thanks! :p

    You had me thinking about my own site.
    I am going to create a new site where I’m offer free resume website design services in exchange for people signing up using my affiliate link for web hosting. This will be my main mode of monetization.
    I will also have an authority blog on the same domain based in the career development niche so that I can build an email list and also upsell other related products to this list in the future.
    Initially, I was thinking of having my home page acting almost like a landing page where I will advertize my free resume website design services with links going to my blog as well for those interested in career development advice.
    However, after reading your tips on this page, I am thinking whether this is a good idea as readers may be distracted by the other links on my home page and detract from the main message, which is to sign up for hosting using my affiliate link.
    So what do you think I should do instead?
    Have the free resume website design page on a landing page while having the blog as the home page instead? But for the free resume website page, the call to action will basically be a series of instructions to sign up for the hosting, so it’s not the typical landing page format…so will this work? And should the landing page and the home page share the same domain?

    Sorry for the long writeup and I apologize if this is not the place to ask questions…but I am deeply impressed by your teaching so I feel you are the best person to seek for advice. Any advice will be much appreciated…thanks in advance! :)


  43. Reply
    Sep 17, 2013 - 09:15 AM

    How do you reconcile the need to create landing pages for campaigns when you already have pages on your site that address the topic? Do you have both pages and have them operate independently, do you direct people to the landing page from the site page, or do you have just the landing page and remove the site page?

    Thanks for the course!

    • Reply
      Oli Gardner
      Sep 17, 2013 - 12:40 PM

      I’d remove the site page if it’s promotion based and specific to one topic.
      That way you can control the inbound traffic for better measurement and can optimize it more effectively.

      If you have an example to share, I’d happily take a look.

  44. Reply
    George Thiess
    Sep 18, 2013 - 07:08 AM

    Hi Oli,

    This message match focus is really a great way to put focus into my marketing. We have used Unbounce for a little more than a year but have had all of our different ads dumping into the same landing page. I am currently starting to fix my adwords search ads by first copying the landing page that I have and creating different URLs for each individual Adwords ad and I am going to work on message match for each individual ad to a dedicated landing page. After that I will look at creating new pages so that my landing pages for display ads look the same as the ads. Does this sound like a logical step?

    Also on a side note, we just happen to be located in Costa Rica.

    Thanks for the info and looking forward to the rest of the course

    George Thiess

    • Reply
      Oli Gardner
      Sep 18, 2013 - 11:29 AM

      Hi George,

      Yes, you are absolutely on the right track.

      It’s great that you are also focusing on the design match, as that’s a really strong way to make a quick connection for people, as we process images much faster than words. (There is a legendary myth that the number is 60,000 times faster, but regardless of the truth of that particular number – it’s still significantly faster.)

      I lived in Costa Rica for 9 months, which is why it was so easy to come up with the Pura Vida retreat idea :)

  45. Reply
    Sep 24, 2013 - 12:42 PM

    Hi Oli !

    I wanted to thank you for this great lesson, I know so much more now.
    I am definitely looking forward to the next ones.

    Cheers from Estonia !


  46. Reply
    Sep 25, 2013 - 09:49 AM


    Just finished first lesson, and must say am quite impressed so far. The information is spot-on and easy to understand.

    Thanks for offering this service.

    Looking forward to moving on.

    • Reply
      Oli Gardner
      Sep 25, 2013 - 11:53 AM

      Excellent to hear. Was there a particular part that struck a chord with you? That taught you something you didn’t know or improved your knowledge of it?

      Would also be interested in knowing if there was a question you thought should be covered in an intro like this.

  47. Reply
    Kalu Charan Parida
    Sep 28, 2013 - 12:58 PM

    I was thinking lot of about landing page optimization before this course. But with the first course itself cleared lot doubts and I hope I will complete all the courses very soon to become your customer. Thank you so much Oli and big big hug…….

    • Reply
      Sep 30, 2013 - 09:53 AM

      That’s great Jalu.
      Hugs back at ya :)

  48. Reply
    Oct 05, 2013 - 06:22 AM

    thanks for this great start-up tutorials, when it comes to designing the first step is how and what to start with, this course give me the starting ideas to create landing Page/Banner, thank you so much ;)

  49. Reply
    Jesus Perez
    Oct 11, 2013 - 10:13 AM

    Excellent, Oli. And entertaining!

    This is required reading for anyone even thinking of creating a website these days. Responsive landing page templates are a *must*.

    Btw, the layout is semi-broken on my iPhone and the video doesn’t play. Email me if you need screenshots.

    • Reply
      Jesus Perez
      Oct 11, 2013 - 10:14 AM

      Scratch the video part. It’s playing now!

  50. Reply
    Oct 12, 2013 - 09:00 AM

    This course is tremendous. If somebody is new to the ad to landing page environment…this is as good as it gets. Great job!

  51. Reply
    Oct 13, 2013 - 09:33 AM

    It’s Great!
    I’m from Russia (Siberia, Omsk). I love Landing Pages. I keep rooting your advice. Conversion of my Landing Pages reaches 35%. Thank you very much! This lesson is wonderful. I’m redoing the headlines in advertising!!!

  52. Reply
    Oct 21, 2013 - 07:17 PM

    Before I’m hesitant to make changes on our landing pages. This course really add confidence in me and add value to my skills as well. Landing Optimization is now becoming my favorite subject of interest. Thanks a lot Oli. I figured out a lot to change in our website and to create more landing pages :-)

    • Reply
      Oli Gardner
      Oct 21, 2013 - 07:22 PM

      That’s great to hear Philip. You’ll learn a ton more as you progress through the course.

  53. Reply
    Oct 27, 2013 - 10:13 AM

    Hi Oli, found me interesting course. I learned interesting tips that I have in mind for our project of marketing to a newly formed company that will provide telephone communications services vOIp. I will continue taking advantage of this knowledge, adjusted to my time possibilities. Best regards

  54. Reply
    Oct 28, 2013 - 04:35 AM

    Thanks Oli. This is a great article.

    One bit on the Message Match tho’. I use DKI for my ad headers as research shows ads headers matching search terms are more likely to be clicked. Since I can not be sure what exact text will appear in the header, I use the Line 1 text on my ad to marry up with the landing page. Since DKI has to have a theme, our landing pages ensure that the theme is not lost.

    Your thoughts please?

    • Reply
      Oli Gardner
      Oct 28, 2013 - 08:02 PM

      Hi Dhruv,
      I’m not 100% clear on your question. Can you clarify for me?
      Also, if you have some examples that illustrate how your landing pages look with DKI based on a couple of ads, that would be really interesting.

  55. Reply
    Jim Martin
    Oct 30, 2013 - 03:42 PM

    Hi Oli, thanks for this really helpful information.

    I have a question regarding phrase matches: What can we do when we use dozens of different Google Adwords ads, selling the same and our landing page needs to have only 1 heading?

    I’m looking forward for part 2!

    Thank you.

    • Reply
      Oli Gardner
      Nov 05, 2013 - 03:26 PM

      Ideally you’d have on LP for each ad, but that can be overwhelming or unproductive.
      A good compromise is to have one LP per ad group as they are closely related semantically.

      • Reply
        Jim Martin
        Nov 05, 2013 - 05:31 PM

        Thank you for the response.


      • Reply
        Jan 05, 2014 - 10:33 AM

        Hi Oli,
        1 LP for 1 ad group (minimum 2 ads) means 1 headline. How about the message matching?

        • Reply
          Oli Gardner
          Jan 06, 2014 - 03:08 PM

          That’s what I was referring to above. In an ideal world you will have one page per ad. But if you don’t have the traffic or bandwidth to create that many pages it can become overwhelming and one per semantically related ad group is a good compromise.

          However, a better solution entirely is to have dynamic keyword replacement, where the keywords/phrases from your ad get inserted into a single base landing page template, which allows you to have one page for the ad group and every individual ad will essentially have it’s own well matched page.

          We’re working on this feature right now for Unbounce.
          Stay tuned for that.

  56. Reply
    Nov 02, 2013 - 10:07 AM

    Great course Oli,

    I’m a newbie to all of this and I have a couple questions.

    I’m a realtor and the city I live in has a population of about 30,000. If I build a landing page for a keyword “city name foreclosures” and then build another landing page for a keyword “city name fixer uppers” and then another for “city name houses for sake” should I keep my branding the same throughout all the landing pages, I guess maybe just change some color in them but keep the overall structure of them the same?


    • Reply
      Oli Gardner
      Nov 03, 2013 - 08:09 PM

      Thanks Wade.
      They are all different offerings of your business from the sound of it.
      As far as brand is concerned, you should be presenting the exact same thing for each. Everything from palette to writing stye should really be the same.

      You would require different content and photography.

      But especially in a small town, you really want to present a united front in terms of your brand.

      hope that helps.

  57. Reply
    Nov 04, 2013 - 07:49 AM

    Thanks for course 1: I really loved the real world examples! The visualizes are great! Look forward to the rest of the course.

  58. Reply
    Mithun John Jacob
    Nov 04, 2013 - 08:10 PM

    My opinion is that homepages can be used as landing pages if we are not having any specific campaigns.

    Say for example, if I’ve launched a new product and I can showcase the feature benefits, pricing, signup etc. on the homepage itself rather than create a separate landing page.

    In the future, If I do any promotions, I can create a landing page for that specific campaign.

    • Reply
      Oli Gardner
      Nov 05, 2013 - 02:22 PM

      You should definitely use a landing page for every campaign.

      If you are launching a new product then you absolutely should have it on your site and homepage. The difference being that if you are running any campaigns (PPC etc.) for this product, you should use a landing page.

  59. Reply
    Nov 18, 2013 - 05:30 PM

    Excellent your course!! (sorryfor my english,,, i speak spanish)

    I´m thinking about email marketing.. I have mailchimp… and in the future I´ll have my web ready.!
    So, thinking about my land pages… i find unbounce!!
    1) if my web is pointed to mydomain.com , can i have the land pages pointed to the same domain? How is it ( I understand that Unbounced host my landpages!)
    2) A contact arrive to my land page… fill the form that is inside UNBOUNCE page.; what happen with the data? what about a confirmation to probably spam . How I check the contact data?

    Maybe I´m not understanding this service ok… sorry in advance for this. Thanks!

    • Reply
      Oli Gardner
      Nov 19, 2013 - 04:33 PM

      Hi Patricia,
      If your website is at yourdomain.com, then you would have your landing pages on sub.domain.com. For example try.yourdomain.com/page-name

      The data is stored in Unbounce so you can see it or download it whenever you need.
      Then if you connect your MailChimp account (super easy inside Unbounce), your leads will get sent through to MailChimp automatically!

      Make sense?

  60. Reply
    Nov 27, 2013 - 11:57 AM

    Thanks for the course!
    I find it very direct, and the way that is presented is excellent.

  61. Reply
    Nov 28, 2013 - 08:18 AM

    Hello Oli,

    Your course is great. I really like it!! I would to ask you a question about tracking the landing pages. I use Google Analytics and I would like to know if I should use a new tracking code or my website´s code for my landing pages. Thank you very much.

    All the best.

  62. Reply
    Oli Gardner
    Nov 28, 2013 - 09:46 AM

    I’d stick with the same GA script so everything is in one place. You can then implement goal tracking if your funnel comes back into your site at any point before a final conversion.

  63. Reply
    Raphael Love
    Nov 29, 2013 - 02:50 AM

    Hello there!

    Question on the concept of using a landing page with every campaign, should or could the landing page be the actual sales page? Or as in this lessons example more a warm up page to the sales page?

    Thank You In Advance

    • Reply
      Oli Gardner
      Nov 29, 2013 - 10:49 AM

      Hi Raphael,
      Your landing page should absolutely be your sales page.
      If you’re selling something that goes straight to a cart, then all of the info to sell it should be on your landing page.

  64. Reply
    Judy Curtis
    Dec 19, 2013 - 09:52 PM

    I am just learning how to become an affiliate marketer. I know something about building and designing a website in Dreamweaver and Word Press and I have experience designing display ads for a newspaper. I know a little about affiliate marketing but I have never known anything about landing pages. I have yet to sell anything on-line so I know that this course will really help. I am looking forward to the rest of the course. Thanks

  65. Reply
    Mike Sheth
    Jan 07, 2014 - 12:14 PM

    Ii am impressed. Being a senior citizen coming from yesterday, I still need some one to hold my hands to do it the right way.. Web site is good but the landing page requires good designer who knows and understands Unbounce.

    Scent concept made a lot of sense as well.

    Do you recommend one?

  66. Reply
    Jan 11, 2014 - 02:57 PM


    I never thought of the separate functions of a website’s landing page and home page.

    And, scent matching seems obvious once you point it out.

    Critical stuff that is also easy to implement!


  67. Reply
    Jan 24, 2014 - 06:13 PM

    So easy you need to be told, cause that is what we overlook.

  68. Reply
    Sudesh Agrawal - Wordpress Developer
    Jan 29, 2014 - 05:18 AM

    Excellent 101 intro on landing page.. Its of tremendous help.. Glad that i found you guys


  69. Reply
    Scott A
    Feb 05, 2014 - 06:49 PM


    Thank you for this amazing course…..your generosity is wonderful and your teaching style and openness is as well.


  70. Reply
    Mark Hawkins
    Feb 09, 2014 - 10:57 PM

    Hi Oli,

    My website is all over the place and this is why I am using unbounce: to unify my message. Question. In the service business where the end game is getting appointments to fill in the blanks, If sales campaigns are a series of matched campaigns to landing pages, does one really need a website at all other than a summary and About Us?


    • Reply
      Oli Gardner
      Feb 10, 2014 - 04:02 PM

      I’d say yes.
      Having a website builds trust, but as you say this could be a small site. Depends on the complexity of your offering.
      You could have a homepage which speaks to your offering from a more general brand perspective, have your about page, privacy policy etc.

      Having a lead gen landing page (if you do paid search like Adwords) is frowned upon if you don’t have a website to show you are a real business and not just using pages to collect data without an established presence.

  71. Reply
    Feb 17, 2014 - 01:05 PM

    Hi Oli, absolutely awesome course.
    I just built a landing page for a client and I was worried about overloading visitors with too many options and possibly getting some “leakage” because the system is not “watertight”.
    I gave four options on the landing page … they can 1. phone 2. email 3. text and 4. fill in form.
    Is that too much? Should I just ask them to fill out a form. It’s for an accounting appraisal.

    • Reply
      Oli Gardner
      Feb 18, 2014 - 02:34 PM

      Hey Cameron,
      Yeah, that seems too much.
      One thing you can do is run a test where you have a single email on one, form on the other, phone on the next. And see which ones actually drive the most appraisal requests.
      Then you will be able to determine the most effective medium.
      The next test after that would be to have the main mechanism be the dominant option on the page, with a secondary (safety net) CTA beneath with one of the others.

      And work it form there.

      • Reply
        Feb 19, 2014 - 01:17 AM

        You’re the man, thanks Oli. Makes perfect sense.

  72. Reply
    Ian Sharp
    Feb 28, 2014 - 08:09 AM

    Plenty of food for thought.. thanks Oli.

    I’ve run plenty of user testing on my landing page and the feedback leaves me with a quandary. I get the point about page leakage and having too many options but the feedback I’m receiving keeps repeating the same message. The landing page is offering a decent discount to some online training and although people like the landing page, many people say they need to know more about the company before they would go ahead. The page is already on the long side and to answer all their queries would make the page too long. Many people are asking, who are you, what do you do, how do I contact you. Not having contact details and social media on the page seems to be spooking people.

    Repeatedly the feedback says I need the following added to page to help them to trust a company they’ve never heard of before – ‘Contact Us’, ‘About Us’, Social Media links and FAQ. Obviously adding this would create major leaks on the page and so I’m stuck trying to work out how to address these concerns on the landing page..

    Can you suggest anything I could try?


    • Reply
      Oli Gardner
      Feb 28, 2014 - 12:29 PM

      Hi Ian,
      If the feedback you’re getting calls for that extra content, I’d consider making the page (even) longer, walking people through short blocks that cover those things. You could even put a nav at the top that smooth scrolls down to those sections. That gives people the impression of a navigable site while keeping them on the page.

  73. Reply
    Francesco Bersani
    Mar 08, 2014 - 10:21 AM

    Hi Oil, your course is – at once – simple and effective.

  74. Reply
    Mar 20, 2014 - 05:37 AM

    Hey , unfortunatelly I don’t have a website yet but it’s on the list. Thanks for your great explinations on every aspect of a landing page. I’ve recentely made some of them but now I know better what should I do to bring the best out of them !

  75. Reply
    Naren Chellappah
    Mar 22, 2014 - 09:50 PM

    Hi Oli, what a great resource! So clear and logical.
    Thanks so much.

    Just a quick question:

    I’m not running an adword campaign yet (for a free course I’m offering university students) but I still have a ‘campaign’ style page for the course on my website. Should this page be designed like a landing page? e.g. strong CTA, less nav and clutter?

    I’m wandering what your view is on designing an inner page (that lives on the site) that is designed like a landing page?

    Thanks very much,


    • Reply
      Oli Gardner
      Mar 22, 2014 - 10:18 PM

      If you are driving any intentional traffic (not organic) then you should use a landing page.

      As far as your on-site traffic is concerned, you should absolutely design it in the same way. You can’t remove the nav as that’s integral to your site’s structure, but you should definitely think in terms of one page, one purpose, and remove as many distractions as possible.

  76. Reply
    Mar 23, 2014 - 11:12 AM

    Hi Oli,

    Just wanted to say thanks a million, it is an eye opening stuff about the world of marketing and in specific landing page. Absolutely great, learned a lot and look forward to part two of the course.


  77. Reply
    Albert Jans
    Apr 06, 2014 - 04:40 AM

    In a few short minutes of doing your first course I finally get it…. Thank you

  78. Reply
    Jenny Arnez
    Apr 09, 2014 - 01:32 PM

    Really helpful! Thank you!

Leave a Comment