Build a landing page – one page, one goal, lots of new contacts

What a landing page is

A landing page is a page where people “land” – usually via a link from a post, an ad, a QR code or a message. Unlike a website with lots of menu items, it has exactly one job: it guides your visitor to the one step you’re hoping for.

That might be signing up for an open house, applying for an apprenticeship, requesting a quote or downloading a price list. Because everything revolves around this one goal, the decision is easy – and that’s exactly what makes landing pages so effective.

What makes a great landing page

Great landing pages look very different from one another, but they follow the same principles. When these points are right, the page feels light and invites people to join in:

• One goal: the page wants exactly one thing. Anything that doesn’t contribute to it can go.
• A headline that names the promise: “Your spot at the bread baking class on November 14” says right away what it’s about.
• A clear call to action: a button with a verb that describes the action – “Save my spot”, “Request a quote”, “Get the price list”.
• A short form: ask only for what you really need for the next step. Name and email are often enough.
• An image that sparks desire: the finished bathroom, the fresh cake, the team at work – real and right for the occasion.
• Legal notice and privacy policy linked: clearly visible, usually in the page footer.
• Double opt-in for news: anyone who signs up for a newsletter confirms by clicking a link in an email.

How to create a landing page: step by step

With this process, your landing page is ready in an afternoon – often even faster:

1. Set the goal: write down in one sentence what visitors should do at the end, for example “sign up for the workshop”.
2. Write the headline: name the offer and what’s in it for the reader – concrete, with a date or place if it fits.
3. Write three to five sentences: What can I expect? Who is it for? When and where does it take place? A short bulleted list makes it easy to read.
4. Choose an image or video: show the experience it’s all about.
5. Build the form: only the fields you need, plus a clear consent if you’d like to send news later.
6. Label the button: a verb that describes the next step, in your accent color.
7. Link your legal notice and privacy policy: check that both links work.
8. Test on your phone: most people open links from social networks on their phone. Read the page all the way through there and submit the form yourself.
9. Share: the link in your post, in your bio, on your flyer as a QR code and in your next message.

The form: short, friendly, clear

The form is the heart of your landing page. The shorter it is, the easier it is to fill in. For every field, ask yourself: do I need this now – or only later in conversation? For a workshop sign-up, name and email are enough; for a quote request, you might add a phone number and a short message.

Above the form, write one sentence about what happens after submitting, for example: “You’ll get a confirmation by email right away, and we’ll get back to you within two business days.” That way everyone knows where they stand – and looks forward to your reply.

After submitting, your visitor ideally sees a short thank-you page or thank-you message. A kind sentence and, where it fits, a pointer to the next date round off the experience.

Legal notice, privacy and double opt-in

A landing page is an online service – so a legal notice and privacy information belong on it. The mandatory details for the legal notice (Impressum) are set out in § 5 of the German Digital Services Act (DDG). Which information people are entitled to when you collect their data through a form is described in Art. 13 of the GDPR.

If you’d like to send people news or offers by email later, ask for it explicitly in the form – with a checkbox that isn’t pre-ticked. The person then receives a confirmation email and is only signed up after clicking the link. This double opt-in is the common way to be able to prove consent.

This guide explains the basics and is not a substitute for legal advice. For your specific case, a lawyer or your chamber of commerce or trade can help.

Landing page ideas from everyday life

Every promotion you invite people to can get its own landing page. A few examples:

• Bakery: preorders for Christmas stollen with a pickup day.
• Trades: requests for a consultation about a new bathroom.
• Practice: sign-ups for an info evening or a class.
• Restaurants: reservations for the fall menu or a party in the private room.
• Apprenticeships: a short application with name, phone number and a preferred date to meet.
• Agency: a guide to download in exchange for an email address – with double opt-in for the newsletter.

After launch: see what resonates

As soon as your page is online, two numbers are worth a look: how many people visited the page, and how many submitted the form? That tells you which promotion draws people in and which channel brings the most sign-ups.

Small changes often make a big difference: a clearer headline, one field fewer, a different image. Try one thing at a time – that way you see exactly what makes your page even better.