Landing Page: What It Is, How to Create and Optimize Them (Guide 2026)
Pablo Díaz · 29 Jan, 2026 · Landing pages · 10 min
En Acumbamail hemos añadido una nueva funcionalidad a nuestra herramienta: un editor de landing pages.
Ahora, no sólo puedes enviar campañas de email marketing y SMS masivo, sino que también puedes crear las páginas de aterrizaje que necesites.
Taking this opportunity, we have prepared this comprehensive guide for you to learn everything you need to design, publish, and optimize landing pages.
What is a landing page
The first thing is to define the concept of a landing page, also called destination or landing pages.
We can define it as the web page a user arrives at through a link in a specific campaign from a marketing channel. It has been specifically designed and created for this landing user to carry out a specific action: a download, a subscription, a purchase, a registration, etc.
Benefits of using landing pages
The use of landing pages in your marketing campaigns (email, SMS, social media, etc.) offers various benefits, which have made it an increasingly common and demanded practice in marketing tools.
The most important ones are the following:
Increase in conversions
The fact that they are pages specifically designed to achieve a specific conversion makes it much easier for the user to convert once they arrive.
For this, it is true that the traffic reaching the landing must be qualified (here the responsibility will fall on the campaign that drives to this page), that the landing is correctly built, and that the offer or service is worthwhile and adds value.
Greater segmentation
While a complete website must contain very diverse information, a landing page can focus solely on the product or service you want to offer and thus orient it towards the specific target or buyer.
Speed of change and testing possibility
Being unique pages, it is easy and quick to make modifications whose impact you can measure immediately based on the results they offer. Additionally, it is highly recommended to conduct A/B tests to see which option works best, instead of risking from the start with a single variant.
Measurement of metrics and behaviors
Creating a specific page for each campaign will allow you to assess the traffic coming from that campaign, and you won’t have to discriminate against a possible mix of channels. This will allow you to analyze each metric and the success of the campaign very precisely.
Increase in subscribers
Landing pages are one of the best ways to capture subscriptions or leads, by inserting a form where users can leave you their email and consent to receive commercial emails in their inbox.
Improves SEO
Even if you create the landing for a specific campaign, regardless of the channel (Paid Search, email, social Ads, etc.), you can also take advantage of it to take care of its elements and optimize it as much as possible so that search engines index it and it can rank for interesting keywords.
Elements of a landing page
Below you can see the most common elements that a landing page usually has:
Headline or title / Subtitle
The headline and subtitle must be clear and concise to explain to the user in very few words where they have just arrived. It is also important that it is consistent with the copy of the campaign that brought them there, otherwise it will create frustration that will lead to a high bounce rate.
Benefits of the offer
The landing should focus on explaining to the user in the most effective way possible all the benefits of the offer, promotion, product, or whatever is the central object of it.
Hero Shot (Image / Video)
The Hero Shot is known as the visual representation of the offer or proposal of the landing page, which usually comes in the form of one or several images and a video, showing the functionality and context of use.
Closing argument
A final block that emphasizes the idea of the landing and can be the last push in the user’s decision. It is common to use customer testimonials to emphasize the benefits.
Form and CTA
A form and a call to action, either to subscribe or for any other action you want the user to perform (a click, a purchase, add to a cart, etc.)
The call to action must be clear and effective, for which it is recommended, again, to conduct A/B tests.
When to use landing pages
There are multiple situations where it may be useful to prepare one or more specific landing pages for a given moment. Some of the most common are the following:
Special offers and promotions
When launching a special offer or promotion, it is worth creating a single page that explains it to the user concisely and effectively, with as few distractions as possible.
New product
The launch of a new product or functionality also deserves an individual campaign with its respective page that informs the user and is specifically designed to achieve a conversion.
Seasonal campaigns
Another suitable occasion to create a landing page is for seasonal campaigns like Black Friday or Valentine's Day. The advantage, moreover, is that year after year you can update and reuse them and take advantage of the SEO positioning they accumulate.
Downloadable content
Downloadable content or paywall (the user must leave their email or other information to access it) is very useful for capturing leads and growing the subscriber list. The best approach is to create a specific page for each content, with a form where the user enters the requested data in exchange for the content.
Events
Promoting an event, even if it is offline, can also help you grow your subscriber list with a page that includes, for example, a form to confirm attendance by leaving an email.
How to make a landing page
The Acumbamail landing page editor
From your Acumbamail panel, in the left menu, you will need to access the “Websites” section.
To create a new landing, click on the “New website” button, and a pop-up will appear where you will have to choose whether you want to create a complete website (multi-page) or create a landing page.
Click on “Create landing page” and select a template to start editing it (you also have the option to create it from scratch).
Fill in the fields for Name, Title, Description, tracking UTM’s, or add your own scripts if needed.
Next, you can check the page URL and activate or revert it to draft.
Finally, edit the template with our editor, with functionalities similar to the email editor.
Check the reports
When you have a published page, you can check its reports, where you will see the following metrics: visits, clicks, and subscribers. As well as the status of the page (public or private).
Landing page metrics
Traffic source
There are various channels from which users can arrive at a landing page, and all of them must be measured to know the return of each one. They are the following:
SEO
It is the traffic derived from organic search in a search engine (Google, Bing, Yahoo, etc.). To achieve this traffic, the page must be optimized to appear in the top search positions for certain keywords.
Paid Search
It is the traffic that comes through paid search from Google Ads or other similar services. The ad related to the user’s search will take them to our landing page whenever they click on it. Depending on the cost per click and the conversions our landing achieves, we can calculate if the campaign’s return has been positive.
Display
The traffic derived from display ad formats, such as banners on a website or application. As in the previous case, the CPM and the conversions the page achieves must be calculated to determine the campaign’s return and, consequently, know if it has been successful or not.
Social Ads
Social networks have their own advertising networks through which you can manage campaigns. It will usually be necessary to create a landing page for users who arrive through this social media advertising to carry out the conversion.
Social Media
Social networks can also drive traffic organically through posts on your social profiles without the need to invest money (although in this case, the reach is increasingly reduced).
Referral
This is the traffic that comes from sites other than yours that have linked to your landing page to direct their visitors to it.
Usually, the goal of an email campaign will be to try to get users to visit our page through the links and calls to action we include in it.
SMS
SMS campaigns will usually also direct to a landing page or destination page. In this case, it is even more important that the design is responsive and prepared to be viewed on any mobile device.
Number of visits
The total number of visits your landing page has received will be the first data to assess to start measuring its success.
Bounce rate
The bounce rate is the percentage of users who have arrived at the page but left without taking any action on it (clicking a button, filling out a form, etc.)
For the page to be effective, you will need to keep this bounce rate as low as possible.
Conversions
As we have explained throughout the post, a landing page must have a clear objective as its reason for being: getting a lead, a registration, a purchase, etc. Whatever it is, each time a user performs this action we have considered, you will get a conversion. The total number of conversions is necessary to calculate the cost of each one and determine if they have been profitable or not.
Conversion Rate
The conversion rate will tell you the percentage of users who have converted on the page in relation to the total number who have visited it.
CPA
The cost per acquisition will indicate how much it has cost you to invest to achieve each of the conversions. You will need to manage this variable within profitability for your economy to be viable.
Tips and advice
Below we will list some best practices and tips for your landing pages to achieve the expected results.
Simplify the message
Focus the landing page on a single objective to avoid the risk of confusing the user. Choose a goal and focus on communicating it briefly, clearly, and concisely. Avoid any type of distraction that may prevent the user from carrying out a conversion.
Take care of design and usability
Ensure that the design matches your message and provides confidence and ease of use. Of course, verify that the display is correct in each browser and device.
Optimize for SEO
As we have mentioned in the traffic channels, generally a landing will be created as part of a specific campaign. However, with little effort you can carry out best practices to optimize it for search engines and take advantage of another traffic channel that will also last longer than paid channels that will end when the budget runs out.
Add images and video
Support the message with visual content. It will help to put the product or service you offer on the page into context.
Add testimonials
Adding real customer testimonials who have used your product previously is a great technique to improve conversion. It provides the user with a sense of reliability and security and will be more likely to accept your offer.
Add credibility symbols
In the same vein, adding references to sites the user may know (for example, newspapers where a press release of yours has appeared), will provide security when a visitor leaves us contact details or other sensitive information.
Include your contact information
Always make it easy for visitors to contact you to request additional information in the easiest way possible. Some methods available to you are email, phone, or a support chat.
Include social buttons
Encourage your visitors to share your page on social networks, email, and other media that can help you capture more traffic. You can even consider giving a small reward to those who do so.
Optimize your form
Find the best location for the form and make sure it works well, is clear, and you don’t ask for more data than you need. In this case, less is more.
Conduct tests
Always test different elements to see which one gets better results, and keep optimizing based on them to achieve the maximum profitability of the page.
Don’t do clickbait
An overly flashy or misleading headline can attract a lot of traffic to your landing page but, if the content doesn’t meet expectations, it will only generate frustration in the user, who will quickly leave the site.
Place essential elements above the fold
Ensure that all important elements are visible at first glance on the screen. Otherwise, you will lose a significant percentage of users who will not scroll. Believe me when I say that there are always more than you imagine.
Focus on a single objective
If you want people to buy, leave only that possibility. If you want them to leave their email, focus on that. Whatever the objective of the page, make it the only one the user can carry out on it.
Effective CTA
The call to action or CTA will be key for the user to make or not the conversion. Experiment with different texts, colors, and locations until you find the one that offers the best result.
Study user behavior
Analyze user behavior on the page (clicks, scroll, etc.) to optimize or take it into account when designing the next ones.
Landings to inspire you
Below you can see a selection of landing pages created for various campaigns that can serve as inspiration:
Shopify
A clear and simple message, a call to action that stands out and creates a sense of immediacy (“Start today”) and all content visible in a single screen view.
Google Cloud Platform
Offers downloadable content, a clear and simple message with a value proposition. A list clearly enumerates the benefits of the offer, and the CTA button is very highlighted by color.
PayPal
The free nature of the downloadable content is emphasized, and the form does not have an excess of fields that could generate rejection from the user.
Offers the option to autofill the form with the LinkedIn button, ensuring higher conversion and ease.
Landing page templates in Acumbamail
With the Acumbamail landing page editor, you can create pages from scratch. But, in addition, we have a series of templates that can serve as a starting point. They have been created by our design team. You can see them below. Click on each image to open them in the editor:
Conclusion
Now you know everything you need to create effective landing pages that convert with Acumbamail. Combine this guide with the email marketing, mass SMS, and email automation guides and you will quickly achieve better results in your campaigns.
If you have any questions about it, contact us and we will be happy to help.
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