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Use Pardot Landing Pages

Learning Objectives:

After completing this unit, you’ll be able to:

  • Describe what a Pardot landing page is and when to use one.
  • Choose between different methods for creating landing pages.
  • Build a landing page.

What Are Landing Pages?

A landing page is a specific web page that a visitor typically reaches after clicking a link or advertisement. These pages generally display content that is specific to the advertisement, search keyword, or link clicked. While a clean, easy to navigate website is important, simply driving visitors directly to your home page can be an ineffective method of converting visitors. A landing page presents a streamlined path designed to elicit a specific action by the visitor prospect, whether it’s giving their email address and converting to a prospect or registering for an upcoming event.

Pardot’s landing page builder helps you build your landing pages without needing a web developer. Since they’re hosted by Pardot, you can also build in automation based on whether a prospect has previously viewed or submitted a landing page. Check the resources section for a full list of available automation criteria.

Choose a Custom or a Stock Template

When you build a landing page, you can either use a custom layout template to style your landing page, or use a Pardot stock template along with the drag-and-drop editor.

This short video walks you through both landing page design options.

Check out this handy table to help you decide which option to use.

Marketing need
Landing page creation method
  • I'd like to use pre-existing HTML to style my landing page.
  • I have access to the HTML code of my Pardot landing page.
For either of these scenarios, you will create both a custom layout template to house your HTML and then apply it to the accompanying landing page. Find those instructions in the Creating Layout Templates for Landing Pages article. View instructions for building a landing page using a custom layout template to see how to replicate your existing website’s look and feel.
  • I'd like to use one of the Pardot stock templates to create a new landing page

For this scenario, you’ll choose a Pardot stock template that suits your needs. When using a stock template, you can skip the layout template step all together and go straight to our Landing Page Builder. Find those instructions in the Creating Landing Pages Using Stock Templates article.

Build a Landing Page

If you remember from back in Pardot Basics, Leung is planning for an upcoming client appreciation event. She’s already created her RSVP custom field and now she’d like to create a quick landing page to host her simple RSVP form.

We created the RSVP custom field in the Walk Like an Administrator unit of the Pardot Basics module. If you haven't completed that, then we suggest that you go there to create that field first. (Don’t worry...we’ll wait here while you do that.)

Leung plans to use the landing page in all her event promotion materials. While Leung is a great Pardot administrator, she isn’t super comfortable with HTML, so she decides to use the Pardot drag-and-drop wizard to build her page.

Let’s create a landing page for Cloudy Consulting’s upcoming client appreciation event.

Step 1—Create a New Landing Page:

  1. Navigate to Marketing | Landing Pages | New Landing Page.
  2. Enter Cloudy Consulting Client Appreciation Social in the Name field for this landing page. Don’t worry, this name is only seen by Pardot administrators.
  3. Enter Cloudy Consulting Thanks You! as the Title. This is displayed in the browser’s title bar.
  4. Select the Website Tracking campaign.
  5. Click Next.

Step 2—Select a Form:

  1. Select Create new form to launch the Form Wizard.
  2. Click Next.
  3. Enter RSVP as the form’s Name.
  4. Click Next.
  5. Click +Add New Field.
  6. Select the RSVP custom field you created earlier in the Pardot Basics module.
  7. Click Next.
  8. Select the Standard Form form layout template.
  9. Click Next.
  10. Leave the form’s thank you content as the default settings and click Next.

Step 3—Content Layout:

  1. Select Stock Templates to preview Pardot's pre-formatted stock template options.
  2. Select the Start from Scratch template.
  3. Select form icon and drag it to the center of the builder. This automatically populates the RSVP form.
  4. Choose Page Options to make general changes to the whole page (such as font family, font size, background color, and so on).
  5. Design the page however you’d like!

Step 4: Confirm & Save:

  1. Review the confirmation page to finalize your landing page. Select Preview Landing Page to view the page before saving.
  2. Click Confirm & Save to save your work.

Great job! Now you’ve created a simple landing page that Leung can use to collect RSVPs for her event.

Throughout this module, you’ve learned how to track visitors and prospects and how to create campaigns in Pardot to capture a prospect’s first touchpoint. You built a form to generate leads and gather information about your prospects over time and you built a landing page in Pardot to host your form.

Now you can start generating leads or prospects with Pardot through forms and landing pages, and you can create a seamless, branded experience for your prospects.