Chapter 4 of 13
Types of Landing Pages: Which One Do You Need?
From squeeze pages to sales pages - understand which landing page type fits each marketing goal.
Squeeze Pages and Opt-In Pages
Squeeze pages are the simplest type of landing page. Their sole purpose is to collect an email address, usually in exchange for a lead magnet like a checklist, ebook, or free tool. They are short, focused, and designed to minimize decision fatigue - the visitor either opts in or leaves.
The best squeeze pages have a compelling headline, a brief description of the lead magnet's value, an image or mockup of the deliverable, and a form with as few fields as possible. Some high-performing squeeze pages use only an email field and a single button.
Use squeeze pages when you want to build your email list quickly and affordably. They work especially well with paid traffic because the low commitment (just an email) keeps your cost per lead down. Leadpages offers dozens of squeeze page templates that you can customize and publish in minutes.
Sales Pages and Long-Form Pages
Sales pages are designed to convince a visitor to make a purchase. They range from short-form (a few hundred words for low-priced items) to long-form (several thousand words for high-ticket offers). The higher the price and the more complex the decision, the more content your sales page needs.
A typical long-form sales page follows a proven structure: hook, problem, agitation, solution, benefits, social proof, offer details, guarantee, and call to action. Each section addresses a different objection or concern, systematically building the case until the visitor is ready to buy.
Sales pages often include video (especially video sales letters), detailed feature breakdowns, comparison tables, FAQ sections, and multiple CTA buttons scattered throughout the content. The goal is to give every type of buyer - quick deciders and careful researchers alike - the information they need to say yes.
Webinar and Event Registration Pages
Webinar registration pages promote an upcoming live or evergreen event and collect registrations. They typically feature the event title, date and time, speaker bio, key takeaways, and a registration form. Countdown timers and limited-seat messaging add urgency that drives signups.
The best webinar pages focus on what attendees will learn, not who is presenting. "You'll learn 3 strategies to double your email list" is more compelling than a long presenter bio. Lead with the transformation the attendee will experience, then add speaker credentials as supporting evidence.
Event pages work similarly but may include agendas, venue details, sponsor logos, and ticketing options. Whether virtual or in-person, the registration form is the centerpiece. Keep it simple for free events (name and email) and add qualifying fields for paid or exclusive events.
Thank-You and Confirmation Pages
Thank-you pages appear after a visitor completes a form or purchase. Most marketers treat them as an afterthought, but smart marketers use them as conversion opportunities. A thank-you page is the moment when a visitor is most engaged - they just took action, which means they are primed for a next step.
Common thank-you page strategies include offering a related product or upsell, inviting the new subscriber to book a consultation call, asking them to share the page on social media, or presenting a limited-time discount on a paid product. Each of these turns a completed conversion into a second conversion.
At minimum, your thank-you page should confirm what the visitor just did ("Check your email for the download link"), set expectations for what happens next, and provide a clear path to continue engaging with your brand.
Coming Soon and Pre-Launch Pages
Coming soon pages build anticipation for a product, service, or business that has not launched yet. They collect early interest and give you an audience to market to on launch day. A compelling coming-soon page needs a clear value proposition, a launch timeline, and an email opt-in.
Pre-launch pages work especially well when combined with referral incentives. Offer early access, discounts, or bonus features to people who refer friends. This viral mechanic turns each subscriber into a promoter, compounding your pre-launch list growth.
Use this page type whenever you are testing demand for a new idea. If you can get 500 email signups before building the product, you have strong evidence of market interest. If you struggle to get 50, you may need to rethink the offer before investing in development.