Legal writer at TermsFeed.
On this page
- 1. What is a Landing Page?
- 1.1. Lead Generation Landing Page
- 1.2. Click-Through Landing Page
- 3. Are Privacy Policies Legally Required on Your Landing Page?
- 3.1. United States Privacy Laws
- 3.1.1. CCPA
- 3.2. Global Privacy Laws
- 3.2.1. GDPR
- 5.1. What Personal Information You Collect
- 5.2. How You Collect Personal Information
- 5.3. What You Do With the Information You Collect
- 5.4. Who You Share the Information You Collect With
- 5.5. How You Secure the Information You Collect
- 5.6. What Rights Users Have Pertaining to Their Personal Information
- 5.7. Contact Information
- 6. Summary
At Step 1, select the Website option or App option or both.
Answer some questions about your website or app.
Answer some questions about your business.
What is a Landing Page?
A landing page is a web page that typically contains information about your product or service and a call-to-action (CTA). Users can click on a link placed in an email, ad, social media post, or website that will take them to your landing page. A landing page essentially functions as its own website, and isn't usually a part of your main website.
Landing pages often offer users a sale or a freebie (also known as a lead magnet) such as a PDF, discount code, or ebook, in exchange for their contact information. These pages are a necessary component in your sales funnel, which is a strategy that takes users on a step-by-step journey from the stage of initially learning about your business all the way to becoming a paying (and hopefully repeat) customer.
Your sales funnel contains five stages: awareness, interest, desire, action, and loyalty.
The awareness stage is when users first come across your brand, such as via social media, your website, affiliate marketing, or advertisements. The interest stage is when you help to turn users into potential customers by helping to develop their interest in your brand, through things like social media or blog posts. The desire stage is when you let users know about your products or services, and offer your lead magnet in exchange for their contact info.
Your landing page differs from your homepage in that it is designed for users in the desire stage of your sales funnel, when they are already aware of and have shown interest in your brand, while your homepage is consistently available to all users.
Your landing page's goal should be to turn users into paying customers. There are a couple of different ways you can do that, either through a lead generation landing page, or a click-through landing page.
Lead Generation Landing Page
A lead generation landing page contains a contact or sign-up form that is used to collect information from your users.
Manifestation Babe's lead generation landing page contains a limited time promotion, as well as forms for entering billing and payment information:
Click-Through Landing Page
A click-through landing page provides users with a CTA button that entices users to take actions such as scheduling an appointment or ordering a product.
Truly Free's click-through landing page contains a Shop Deals! button that takes users to its current sales:
Personal information can include but is not limited to users' names, birthdays, addresses, drivers license numbers, social security numbers, debit or credit card numbers, as well as financial, health, and employment information.
Sensitive personal information is a specific category of data that certain privacy laws require businesses to take special care with. Sensitive personal information can include biometric information such as vocal or facial features that are used to identify an individual, race, sexual orientation, and religion, among other data.
Are Privacy Policies Legally Required on Your Landing Page?
One of the primary requirements of some of the most prominent privacy laws is that you must let users know anytime you collect their personal information. This includes collecting it directly such as when users share their information with you via contact or sign-up forms, as well as indirectly, such as through tracking user behavior by using cookies or third-party analytics services.
United States Privacy Laws
A number of U.S. states have passed comprehensive privacy laws. There are also numerous privacy-related federal bills that are still in the proposal stage, some of which could preempt state laws if passed.
One of the strongest state privacy laws is the California Consumer Privacy Act (CCPA), which was passed in 2018 and is designed to give consumers more control over how their personal information is used.
The CCPA grants California consumers certain rights, including:
- The right to know what kind of personal information businesses collect from them
- The right to delete the personal information that businesses collect from them
- The right to opt out of the sale of their personal information to third parties
- The right to not be discriminated against for exercising their rights
Section 1798.110 of the CCPA outlines California consumers' rights to know what kind of information businesses are gathering from them and to access their personal information.
Any organization that does business with consumers that live in California needs to abide by the CCPA's rules, as failure to comply with the CCPA can result in fines of up to $7,500 for each intentional violation.
Global Privacy Laws
If your business collects personal information from consumers who live in countries with privacy legislation, then you need to make sure that you are aware of and in compliance with those countries' privacy laws.
The European Union's main privacy law is the General Data Protection Regulation (GDPR), which applies to any business that processes the personal data of or sells products or services to citizens of the EU.
The GDPR gives consumers in the EU many rights concerning their personal data, including:
- The right to know how their data is used
- The right to access, edit, or delete their personal information
- The right to object to having their data processed
Chapter 3 of the GDPR details the rights of EU consumers concerning their personal data.
The GDPR also requires that businesses get consent from consumers before processing their data. Failure to comply with the GDPR can result in financial penalties of up to 4% of your business's annual revenue.
What Personal Information You Collect
How You Collect Personal Information
Let users know whether you collect personal information directly, such as through a contact or sign-up form, or indirectly, such as through cookies or third-party analytics services.
The S.C. Johnson Privacy Notice lets users know the different ways that it collects information, including when users directly provide their information to the company, as well as through IP addresses, cookies and beacons, and from third parties:
What You Do With the Information You Collect
It's important to inform users why you are collecting their personal information. You should never collect information just for the sake of having it, and should have a clear purpose for every piece of data that you process.
Who You Share the Information You Collect With
How You Secure the Information You Collect
What Rights Users Have Pertaining to Their Personal Information
Users need to know how to get in touch with you in case they have any questions or concerns. This is where a clause outlining your contact information is beneficial.
A landing page is a place where users end up after clicking a link in an email, on an ad, or on another website. This type of web page includes a call to action in the form of a button that takes users to a different site, as with a click-through landing page, or as a contact form, as with a lead generation landing page.
The goal of a landing page is to convert users to customers, and it usually offers a lead magnet in return for users' information.
- What personal information you collect
- How you collect personal information
- What you do with the information you collect
- What third parties you share information with
- How you keep information secure
- What rights consumers have
- How users can contact you