What a landing page is and free tools to create it

You probably know what a landing page is, but do you really understand its meaning in business terms?

Landing pages have a single objective and call to action.

These are pages designed for a specific objective, which is usually to convert visitors into leads or even customers.

Types of landing pages

The main way to classify them is by their location inside or outside your website.

We’ll tell you a little about each one!

Lading page within a main web

They are submerged within the usual web browsing and can be accessed by clicking on a CTA, from the menu or category of the web, etc.

It is also possible to access them by internal or related searches in a search engine, so it is essential that they are 100% optimized to position.

These landings usually have a look and feel that is the same or very similar to the rest of the web pages, and are the best ones made to position in search engines, becoming one of the main traffic entry doors to the web.

Landing page outside of a main website

This type of landing page that is outside the corporate web navigation is usually created with the purpose of capturing leads.

Therefore, it is even more important that they contain all the necessary information and the most flawless CTA to seduce users and convince them to give away their data.

Watch out with the forms!
Something that can not be missing is all the information related to the GDPR, which indicates that our leads must give their explicit consent to receive commercial information.
Within this type of landing page we can find two formatting options:

  1. Microsites: they are small web pages specifically designed for a particular objective, such as positioning your top product in search engines. If they have enough content and are updated periodically, they result in a good option to appear in organic searches.
  2. Unique pages: they are the most common landings outside the web. They are used when the objective is very specific, such as giving access to the downloading of an ebook.

Free tools to create landing pages

Now that you understand what a homepage is the next step is to take action.


If you are a beginner, I recommend you start with free tools to get around and check the good results they can offer you.

Many of the tools to create landings offer you a freemium format, that is, they give you the possibility to create basic landing pages for free. However, if you want to level up with more advanced features, the tools direct you to their premium version.

Nevertheless, to launch with your first landings, the 3 free versions that we recommend below are more than enough.


With this tool you can create your landings quickly and easily, even if you don’t have previous knowledge. In addition, the result obtained is very professional.
This landing page platform can be easily integrated with Analytics, WordPress, Mailchimp, Google Ads and the main Social Ads platforms.
Interesting, right?

It includes an A / B test and a heat map display, in addition to offering you more than 70 structured templates for specific objectives:

  • Lead acquisition
  • “Thank you” pages
  • Promotion of webinars and apps

The free version of Instapage is available for 14 days, and from there, it requires a payment of $ 99.



If you don’t have a website yet and you want to discover what a landing page is by practicing, plus you need to get it for free, this is the tool you need!
Launchrock is designed to launch business ideas in the early stages of the project.

  • It can become your best ally to design “coming soon” landings, which generate excitement and attract the interest of your target audience.
  • To use it you just have to enter your email, choose the theme, add your images and texts, and voila!
  • In addition, it provides you with a widget that you can integrate into your website once it’s ready to launch.

Visual Composer

Visual Composer
Do you use WordPress like the vast majority of humans?
Well, Visual Composer is a perfect alternative for you to create landing pages focused on conversion.
With this WordPress plugin you can create your own websites and landings in a very simple, visual and practical way.

Its operation is very intuitive and allows you to add all kinds of elements to customize your landing page: lines, separators, videos, maps, widget bars and much more.

Tips to optimize the conversion of a landing page

It is very important to understand what a landing page is, but it is even more important to know how to optimize it in order to trigger its conversion rate.

Take note of these tips!

It offers a clear value proposition

Make copywriting your best ally, especially when creating the headline and call to action (CTA). Choose a direct and impressive phrase for your title, and clarify the action you are pursuing with an attractive and prominent CTA (download, subscription, etc.), located in the most visible place as soon as you enter.

Use a specific and direct statement that is capable of highlighting your value proposition. Repeat elements as many times as necessary to gain consistency in your message
Users want to know how your offer can help them, show them!

Do it with action-oriented words as imperatives in second person singular.

Make the design shine for its effectiveness

Create a schematic structure that guides the user to take action. Keep in mind that if the structure is confusing it will be an obstacle for the conversion phase.

Bet on short paragraphs, subtitles and bullet points to make your message as clear, simple and effective as possible.

You have to take into account the way people read to find the ideal scheme.

The most recommended is to structure your landings in the form of Z or F.

Improve the SEO in order to position yourself

To appear in a good position in search engines and increase organic visits to your landing, you have to at least take into account:

  • Including the keywords that interest you in the title and during the text. Of course, do it naturally.
  • Gaining authority with internal links. So, link your content that is related to your landing page.
  • Optimizing loading time. This improves the UX and the “Google experience” as well.

In this post you can discover the latest SEO positioning techniques.

Remove items that hinder your goals.

Some very useful elements for your website may not come as much in handy for your landing pages.

Basically because they can distract the user and prevent you from not meeting your conversion goals.

Each element must have a clear purpose, so it uses only the amount it needs and eliminates navigation menus, social media tracking buttons, sidebars and footers.

Also, to focus on the conversion phase, avoid using more images than necessary and say NO to excess text.

Are you ready to take off?

As you already understand the meaning of a landing page and how to optimize it, it’s time for you to start doing it.

Do not forget to choose one of the best tools and optimize all the elements that compose it. Also, do not stop re-optimizing through A / B tests that help you multiply results.

Escrito por:

Roberto Gorraiz

Roberto Gorraiz

CEO en agenciaSEO.eu, experto en Marketing Online y en Estrategia Digital. Licenciado en Publicidad y Relaciones Públicas con Máster en Marketing y Comunicación. Emprendedor y docente en Escuelas de Negocio.
Roberto Gorraiz

Roberto Gorraiz

CEO en agenciaSEO.eu, experto en Marketing Online y en Estrategia Digital. Licenciado en Publicidad y Relaciones Públicas con Máster en Marketing y Comunicación. Emprendedor y docente en Escuelas de Negocio.
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