Concept

A landing page is a specific web page that a visitor typically reaches after clicking a link or advertisement. This page generally displays content that is specific to the advertisement, search keyword, or link clicked. Simply driving visitors directly to one’s home page can be an ineffective method of converting prospects. They are simply presented with too many choices. A landing page presents a streamlined path designed to elicit a specific action by the visitor.

Before jumping into the Landing Page Builder, it’s a good idea to know which method you’d like to use to create your new Pardot landing page. Review the two scenarios below to choose the best method for creating your new landing page:

  • I’d like to use pre-existing HTML and/or have access to the HTML code of my Pardot landing page:  This is the best method for users who would like to to create a template to replicate the look and feel of their website or would like to recreate an existing landing page (i.e. from your website or previous vendor) in Pardot. For either of those scenarios, you will create both a layout template and accompanying landing page.  See those instructions in the section titled “Creating a Landing Page Using a Layout Template” below
  • I’d like to create a landing page from scratch using one of the Pardot stock templates: This is the best method if you are more comfortable using our drag-and-drop Landing Page Builder to create a landing page from scratch, rather than creating and/or bringing in your own HTML. When using a stock template, you can skip the layout template step all together and go straight to our Landing Page Builder. See those instructions in the section titled “Creating a Landing Page Using a Stock Template” below.

Creating a Landing Page Using a Layout Template +

Create a Layout Template

  1. Navigate to Marketing > Landing Pages > Layout Templates.
  2. Click the + Add Layout Template button.
  3. Enter a Name that will be used internally to organize your templates. Use something descriptive (e.g., “Whitepaper Download Landing Page Layout Template”) if you plan to use multiple layout templates. This will help you keep track of which template controls the styling for each of your marketing elements.
  4. The Layout tab controls the look and feel of your landing page using HTML and CSS. This is where you will want to paste in your pre-existing HTML and CSS code. In addition to your own HTML and CSS, you may want to include some Pardot variable tags to dynamically pull in a form, title, etc. See Variable Tags below for more information.
  5. Optionally, you can import your styling by clicking Import layout from URL. Simply enter the URL and click Import now. You will need to edit the output by qualifying any URLs as they will all need to be absolute instead of relative (e.g., change “/images/image.gif” to something like “http://www.site.com/images/image.gif“). You may also need to strip out existing content to make room for a Pardot form or any regions you’d like to make editable. You can find more on content regions here.
  6. The Form and Site Search tabs consist of Pardot substitution logic statement, illustrating how the various form fields, content, and other elements will be displayed. Advanced users can customize this logic based on their business needs.
  7. Once you’ve brought in all the desired HTML and CSS, click Save Layout Template.
  8. Before jumping to the Create a Landing Page section, review the two methods below to determine your next step:
  • If you’re ready to create a landing page that reflects this layout template, proceed to the next step to create your landing page. Following this method means the content and styling in your layout template will be brought into your new landing page. The styling of the new landing page will not be editable within the Landing Page Builder; you must make any desired styling edits to the corresponding layout template
  • If you’d like to make certain regions of this layout template editable within the Landing Page Builder, check out our article on Content Regions.

Create a Landing Page with Existing Layout Template

Step 1: Name

  1. Provide an internal Name for this landing page.
  2. Optionally add Tags to more easily sort or find the landing page later.
  3. Provide a page Title which will be displayed in the browser’s title bar.
  4. Enter a Description to help with SEO (only applies for landing pages built with a layout template). For more information see the Increasing SEO through Tags article.
  5. Select the page’s Campaign. Prospects will be associated with this campaign if the landing page is their first touch-point.
  6. Choose an optional Archive Date if you want to make the landing page inactive at some point in Pardot in the future (or past). Archiving landing pages moves them to the “Archived Landing Page” view on the landing page table under Marketing > Landing Pages. Note: The landing page content will still display if a prospect accesses the landing page URL after the archive date.
  7. You can enter an optional Vanity URL that will replace the normally auto-generated address. Note: If you attempt to use a URL that is already in use you will be prompted to choose a new one. Also, if you change the URL at any point, your previous URL will no longer be valid.
  8. If you wish not to have your landing page appear in search engines such as Google, enable the option for “Hide from search engine indexing”. More information is available in Hiding Landing Pages from Being Indexed.

Step 2: Select Form

  1. If you would like to create a new form, select “Create new form” to launch the Form Wizard.
  2. If you are using an existing form, select “Use existing form” and choose the form from the drop down menu.
  3. If you would like to create a landing page that does not include a form, select “No form.”
  4. If you would like to redirect prospects once they complete the form on the landing page, check the box to “Redirect the prospect instead of showing the form’s Thank You Content” and then enter your redirect URL.

Step 3: Content Layout

  1. Select “My Layout Templates” to see a thumbnail generated for each layout template that exists in your account. Note: Rather than flipping through pages, you can continue to scroll down, and the thumbnails will continue to load and display. You can optionally filter through your existing layout templates by typing the name of the layout template in the “Filter” box.

Step 4: Landing Page Content

  1. If you used content regions in layout template you selected in Step 3, you can now edit those identified regions with content using our WYSIWYG editor. More on how to edit your landing page with content regions here.
  2. If you are not using content regions, you will be prompted to add in your own Opening General Content, which will appear above the form used in your landing page. If you selected “No form” in Step 2, this content will appear within a <p> tag in the main body of your landing page. Note the Opening General Content section is limited to roughly 64kb of text, or 64,000 characters. 
  3. Once you’ve finished editing the content, click Next.

Step 5: 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.

Variable Tags

There are three Pardot variable tags you may add to your layout template:

  1. %%title%% — The %%title%% variable tag will pull in the title for the page. For landing pages, the title entered in Step 1 when creating a landing page will replace the %%title%%. Pardot will fill in the title for your unsubscribe and email preference center pages.
  2. %%content%% — Enter the %%content%% variable tag where you would like the form, site search results, or landing page opening general content to appear within your design. Please do not place the %%content%% tag inside of a <p></p> tag — doing so affects the styling of the form in different internet browsers.
  3. %%description%% — The %%description%% variable tag can be added to the head section of your layout template. This will pull in the description that is added in Step 1 of the creating a landing page. See the Increasing Your SEO through Tags article for more details.

Content Regions

Content regions expand the flexibility of layout templates, making it much easier to create multiple landing pages from a single layout template. Read more about setting up content regions here.

Creating a Landing Page Using a Stock Template +

Navigate to Marketing > Landing Pages > New Landing Page.

Step 1: Name

  1. Provide an internal Name for this landing page.
  2. Optionally add Tags to more easily sort or find the landing page later.
  3. Provide a page Title which will be displayed in the browser’s title bar.
  4. Note: Any tags entered in the Description field only apply to landing pages built with a layout template.
  5. Select the page’s Campaign. Prospects will be associated with this campaign if the landing page is their first touch-point.
  6. Choose an optional Archive Date if you want to make the landing page inactive at some point in Pardot in the future (or past). Archiving Landing Pages moves them to the “Archived Landing Page” view on the Landing Page table under Marketing > Landing Pages. Note: The landing page content will still display if a prospect accesses the landing page URL after the archive date.
  7. You can enter an optional Vanity URL that will replace the normally auto-generated address. Note: If you attempt to use a URL that is already in use you will be promoted to choose a new one. Also, if you change the URL at any point, you previous URL will no longer be valid.
  8. If you wish not to have your landing page appear in search engines such as Google, enable the option for “Hide from search engine indexing”. More information is available in Hiding Landing Pages from Being Indexed.

Step 2: Select Form

  1. If you would like to create a new form, select “Create new form” to launch the Form Wizard.
  2. If you are using an existing form, select “Use existing form” and choose the form from the drop down menu.
  3. If you would like to create a landing page that does not include a form, select “No form.”
  4. If you would like to redirect prospects once they complete the form on the landing page, check the box to “Redirect the prospect instead of showing the form’s Thank You Content” and then enter your redirect URL.

Step 3: Content Layout

  1. Select Stock Templates to preview Pardot’s pre-formatted stock template options.
    • Choosing a Pardot stock template allows you to drag and drop different elements into placeholders defined by Pardot’s pre-defined layout templates. This option will also allow you to “Start from Scratch.”
    • Clicking on one of these thumbnails will progress you to the next step in the wizard. You do not need to click “Next.”

Step 4: Landing Page Content

  • Choose Page options in the upper-right corner of the table to make general changes to the whole page (such as font family, font size, background color, etc.). You can also add script for page tracking such as Google Analytics or Woopra.

LP_Pic1

  • Drag and drop the Text, Image, Video, Table, Box, Line, Button, and/or Background elements to add to the existing template styling.

 LP_pic2

  • Rolling your cursor over existing sections of the template will highlight these regions. Click to edit and/or resize a particular region. Tip: When re-sizing images, tables, and other elements in the builder, hold the “Shift” key to maintain the element’s original proportions.
  • Once a region is selected for editing, a toolbar will appear, allowing you to make adjustments to that region.

LP_Pic1

  • If you double-click on a region, you will be able to edit the region in the same way as in the Email Template Wizard.

LP_pic4

  • You can also copy or delete highlighted regions in the template once they are selected. Do this by selecting Copy or Delete in the toolbar.
  • If you have a sticky footer built into your landing page, the landing page preview area will remain fixed, and the editing window will scroll to allow for edits to be made.

Step 5: 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.

Landing Page Builder Glossary

There are seven unique page elements that can be dragged on to the editable areas:

  1. Text – Create blocks of text using the WYSIWYG editor.
  2. Image – Insert an image on the landing page. There are three options for inserting an image:
    • Image Library – Select from images that were previously uploaded (under Marketing > Content > Files).
    • From URL – Enter a live URL for an image that is hosted independently of Pardot.
    • Upload Image – Enter an internal name for the image and then click Browse to find the file you would like to upload and insert in your landing page. Alternatively, you can simply drag the file into the upload area in Pardot.
  3. Table – Create and customize a table by adding columns and rows. You can also adjust the table’s border and background color.
  4. Box – Add optional boxes to the landing page to highlight various regions on the page. Use the “Stacking” functionality to “Move Backward” behind other elements for a focused background.
  5. Line – Organize and separate sections of the page by including a horizontal line across the page.
  6. Button – Create custom buttons with links to other pages on your site, such as a “Contact Us” page or the “Pricing Page.”
  7. Background – Customize the background of the landing page by adjusting the color and height. Add multiple backgrounds for a layering effect.

Notes

  • Any page element can be modified using the edit toolbar or WYSIWYG editor for the individual module.
  • Standard Edition accounts are limited to 50 active landing pages a a time. Both Pro and Ultimate Edition accounts have access to unlimited landing pages.
  • Background elements for the entire page can be modified by clicking on Page Options. Background elements for the individual editable areas can be modified by clicking on the element, then adjusting the background in the edit toolbar.
  • To ensure proper formatting when copying text or source code from MS Word, it is important to use the Paste from MS Word button, pictured here: paste_from_word.jpg
  • In addition to clicking and dragging elements on the page to re-position, select an element and use the up, down, left, and right arrow keys to move the element 1px. Hold the “Shift” key and use these four arrows to move an element 10px at a time.
  • Using the Delete key will delete a selected element from the page.
  • To “Undo” an action, you can select Control + Z (for PC users) or Command + Z (for Mac users).
  • To align multiple elements on the page, hold the “Shift” key and select the various elements. When they are highlighted, you will see an Align section on the toolbar that allows you to align those regions together along the same left, right, top, bottom, edge, or a center axis. 

Activating your Landing Page

The URL for the landing page will be automatically created and will be displayed in the Link column once you save your new landing page. Change your direct PPC, email links, or webpage links to the appropriate landing page URL.

Landing Page Scenarios

ABCD
1ScenarioProsConsWhere does Google code go?
2Landing Pages
3Landing page built in Pardot –> redirects to page on mysite.comOnly need to make one landing page at a timeThank you pages are generic not tailored to the landing pagemysite.com thank you page
4Landing page built in Pardot –> redirects to thank you page in PardotEach Thank you page is customized to the landing pageTedious to always make two pages2nd Pardot page
5Landing page built in in Pardot –> shows success message without redirectingOnly need to make one landing page at a time; does not require a thank you page or any work in the Client’s CMSHarder to update content without using HTMLform’s thank you code
6
Forms
Forms managed in Client’s CMS system –> mapped to a Pardot Form HandlerForms managed in one system; still sends data to PardotCons loses a small amount of Pardot functionality (Progressive Profiling only works with Pardot-hosted forms)mysite.com thank you page
9Forms hosted in Pardot –> redirects to generic mysite.com pageEasy to create new forms on the fly via Pardot; requires very little technical knowledge to implementStill requires a mysite.com page for the form to live on so you are working in two systemsmysite.com thank you page
10Forms hosted in Pardot –>  shows success message without redirectingEasy to create new forms on the fly via Pardot; requires very little technical knowledge to implement; does not require a thank you pageStill requires a mysite.com page for the form to live on so you are working in two systemsform’s thank you code

 

Frequently Asked Questions

  • How can I make quick changes to my landing pages? When editing existing landing pages, use the upper navigation to skip to the step you want to edit and click finish at any time to save changes. It is not necessary to scroll through all steps to edit existing landing pages. You can also go straight to the Content step by selecting Quick Edit. This will allow you to bypass the first few steps of the wizard so that you can update Content immediately.
  • What happens when a landing page is deleted? If a landing page is deleted (archived to the Recycle Bin) it will no longer be available in your active Pardot marketing elements and the landing page will not load successfully if the landing page URL is accessed directly. You can reach out to pardotaccount@salesforce.com to purchase additional landing pages if you find that you require more.
  • How can I edit landing pages that were created with the Legacy builder? If you have created a landing page in the past using the Legacy builder, Pardot will not transfer this page to the new builder. You will be able to edit the page through the Legacy builder until January 1, 2014.
  • How can I integrate my landing page with Google Analytics or Woopra? To track page activity, you can add Google Analytics or Woopra script to the page under Page Options > Scripts > edit. When you paste your script into the box, select Done > Done.
  • Why doesn’t my landing page appear in Google Search? In order for Pardot landing pages to show up in Google searches, the landing page must be linked from somewhere else on the web (ie. a paid ad, or another page on their website). This will only work if no meta tags are added to it. To learn more on this, you can visit: http://www.robotstxt.org/meta.html.
  • What happens when two users are editing the same landing page? If another user is editing the same landing page at the same time, you will receive a warning message.  If either user saves without incorporating the other’s changes, you may lose your work.  In this case, one user should click “cancel” and let the other finish editing.
    edit warning