The Ultimate guide to landing pages

What is a landing page?

Chapter 01

Landing pages are standalone web pages with one mission: to prompt visitors to take a single ‘next action.’ Here’s how they fit into your digital marketing.

Landing pages work systematically to transform cold traffic into leads, leads into customers, and customers into raving fans. How? By inviting visitors to make a decision: click (and convert) or hit the road.

That single decision can be practically anything: sign up for an email newsletter, register for an upcoming event, make a purchase, or download freebie content (known as a lead magnet). This point of decision is the point of conversion. As a result, your landing pages’ ability to convert can either catapult your business to the next level or hinder your hustle in a big way.

Landing page examples: event sign up, lead magnet, and lead capture

What is the purpose of a landing page?

A landing page’s number one goal is to transform targeted web traffic into email subscribers and customers. Wherever your web traffic comes from—a social media post, a paid Facebook ad, a blog article, etc.—when people “land” on your landing page, they’re met with just the right amount of persuasive and educational information to click and convert.

Landing pages are unique to a specific audience segment and are focused on compelling that audience to take a single action or to make a specific decision. The decision can be practically anything: make a purchase, download a free ebook, sign up for an e-newsletter, register for an upcoming event—the options are limitless.

Homepage versus landing page: what is the difference?

Unlike a homepage or a primary business website, a landing page is tasked with one unique and important mission: to convince a visitor to take a single, specific action (such as purchase, sign up, download, etc.).

Both pages serve different purposes and operate in unique ways. Here are a few of the notable differences:

Homepage vs Landing Page
Key AreasHomepageLanding Page
ObjectiveHighlights a broad range of content to offer an overall perspective. Multiple objectives.Focuses on one single objective—to deliver specifically requested content.
DistractionsMany. Full range of navigable options. A web design that includes links, images, navigation bars, etc.Very few. Clean-cut. Call to action, image, text.
Desired ActionEntice visitors to dive deeper into the website.One single call to action that captures leads and drives sales.

Landing page and website: what is the difference?

Landing pages aren’t typically connected to other parts of your website. Instead, they’re usually situated between an ad and a thank-you page. They’re built and designed to drive traffic for a very specific marketing campaign goal.

On the other hand, a website is like a grand buffet platter for your business. It’s a set of interconnected pages that explain what your business is, what it sells, the services it offers, and more.

Anatomy of a Landing Page

While every landing page is different, most pages will include the following elements:

The anatomy of a landing page
  1. Headline that matches what was clicked and supporting copy providing additional information
  2. Logo for brand recognition
  3. Image or video to show what you’re offering
  4. Call-to-action and a lead capture form (either directly on your landing page or within a pop-up)
  5. Benefit statements that address ‘what’s in it for your audience’?
  6. Description of your features
  7. Social proof in the form of customer testimonials, reviews, and customer images or logos
  8. Reinforcing closing argument and repeated call-to-action

What are landing pages used for?

Landing pages can be used for thousands of things—but only one thing at a time.

The one and only goal of a landing page is to convert. How you define that point of conversion is up to you. When determining how to use landing pages there’s only one thing to remember: each landing page needs a clear goal and a single call to action.

The two most common landing page goals are:

  1. Collect qualified leads (typically via email address)
  2. Sell products/services to prospects and existing customers

What are some landing page examples?

1. Lead generation landing pages

Driving anonymous web traffic to your webpage is just the first part of the equation. After you capture the name and email address of your prospective customer, you’re able to proactively reach out and nurture your new lead until he or she is ready to buy.

By building your email list and collecting qualified leads, landing pages enable you to feed your marketing funnel and grow your business.

Lead generation landing page with lead capture form

2. Sales pages

A sales page is a particular kind of landing page that is solely dedicated to selling a product or service and collecting revenue. Ideally, sales pages are used to transform warm leads into customers and customers into repeat buyers.

The length of your sales page is typically determined by the price point, your audience’s familiarity with your offer, and the complexity of the offer itself. The more familiar your audience is with your offer and the lower the barriers to purchase, the shorter your sales page can be.

Long sales page vs short sales page

Learn more about the types of landing pages and their objectives.

When it’s time for action, use a call to action

The purpose of a landing page is to generate leads and nurture your audience throughout their customer journey. Those landing pages that convert most consistently are ones that use a clear, compelling call to action.

Common landing page calls to action include:

  • Subscribe to a newsletter, blog, or email list
  • Download a piece of content, ebook, comprehensive guide, or white page report
  • Register for live or digital events, such as a webinar or conference
  • Purchase a product or service

The call to action on your landing page depends on the end result you want from the funnel. Find out when to use a landing page in your marketing campaigns to reach your key business objectives.

Are you wondering: how can I create a landing page?

Create a high-converting landing page in a few simple steps!

  1. Start with an expert-designed landing page template
  2. Name your landing page
  3. Customize your page with your unique branding and content
  4. Include a powerful call to action
  5. Preview your page for multiple device sizes
  6. Prepare your page with SEO settings (meta description and title) as well as a social open graph image
  7. Publish your page
  8. Watch the leads roll in!

Make landing pages work for you

Let’s look at a basic example of how to use landing pages to generate leads.

Most small businesses begin by attracting web traffic through a social media campaign, a paid advertisement, or even a link on a guest blog post—all of which point to a landing page. Visitors click through an advertisement and land on your page, where they are then invited to take the next action.

If you’ve done your job right and used effective landing page software, the copy and design of your page will convince them of the value of your offer and compel them to click and convert.

Landing pages in the customer journey

Bottom line: Landing pages are standalone pages designed to turn traffic into leads and leads into customers.