What Is a Landing Page? Exploring Their Purpose and Potential

What Is a Landing Page? A Comprehensive Guide

Final: What Is Landing Page

A landing page is a webpage that prompts visitors to take a specific action, like signing up or purchasing. It’s used to boost sales and conversions. By creating an effective landing page, businesses can boost conversions and generate more revenue.

This guide covers its purpose, types, components, and resources to help you create pages that drive conversions and achieve marketing goals.

Key Highlights

  • A landing page is crucial for capturing leads and expanding your customer base
  • A landing page promotes limited-time offers, discounts, or exclusive promotions to potential customers
  • Businesses can boost conversions by testing variations of their landing pages through A/B testing
  • A click-through landing page serves as a link to another page, leading visitors to take a certain action
  • The main objective of a lead generation landing page is to obtain visitors’ contact information

What Is the Purpose of a Landing Page?

Final: What Is Landing Page

The purpose of a landing page is to convert website visitors into leads or customers by guiding them toward a specific action, such as filling out a form or making a purchase. By focusing on a single objective and eliminating distractions, landing pages can improve conversion rates and help businesses achieve their marketing goals.

Here are the key benefits of a landing page:

  1. Conversion

A well-designed landing page with a clear call-to-action can guide visitors toward a specific objective, increasing conversions and establishing trust with potential customers.

  1. Lead Generation

Final: What Is Landing Page

A landing page is crucial for capturing leads and expanding your customer base. It prompts visitors to take a specific action, like filling out a form or purchasing.

Offering lead magnets like ebooks or webinars can incentivize visitors to provide their contact information and establish credibility.

To create a successful landing page, optimize the lead generation form and craft compelling copy, highlighting the offer’s benefits and addressing any objections or concerns.

  1. Increasing Sales

A sales-focused landing page can drive sales by showcasing the benefits and features of your product or service. Include customer testimonials and a clear call-to-action.

Creating a sense of urgency or offering exclusive deals can also be effective. Combining persuasive copy, customer testimonials, a clear CTA, and exclusive offers can increase sales.

  1. Event Registration

Final: What Is Landing Page

Landing pages can make event registration easier. Include event details, speaker bios, and a clear registration form.

Offer discounts and highlight benefits to motivate attendees. A visually appealing design with customer testimonials builds trust. A landing page is an effective tool for promoting and managing event registrations.

  1. Promoting Offers and Discounts

A landing page promotes limited-time offers, discounts, or exclusive promotions to potential customers. It should have an attention-grabbing headline, persuasive copy, and eye-catching visuals.

A prominent call-to-action button is essential for driving conversions. Businesses can effectively engage with potential customers and increase their chances of taking action by using landing pages.

  1. A/B Testing and Optimization

Final: What Is Landing Page

Businesses can boost conversions by testing variations of their landing pages through A/B testing. Small changes to elements like headlines and CTAs can significantly impact performance, and analytics tools can track key metrics to identify what’s working and what needs improvement.

This data-driven approach enables businesses to make informed decisions on how to optimize their landing pages for better results.

Types of Landing Pages

Final: What Is Landing Page

There are several types of landing pages, each with its unique purpose and design. Some common types include:

  1. Click-Through Landing Page

A click-through landing page serves as a link to another page, leading visitors to take a certain action. Its purpose is to offer more details about a product or service and encourage visitors to proceed to the next stage.

Having engaging content, convincing copy, and a visible call-to-action button on this landing page is crucial.

  1. Lead Generation Landing Page

The main objective of a lead generation landing page is to obtain visitors’ contact information. This is achieved through the implementation of forms and enticing incentives, such as free resources or newsletter subscriptions.

It is essential to provide a clear value proposition, reduce the number of form fields, and incorporate persuasive copy to increase the chances of conversions.

  1. Splash Page

A splash page is a full-screen introduction that appears before accessing the main website or content.

The purpose of a splash page is to make announcements, present important information, or gather user preferences. Captivating visuals, concise messaging, and prominent calls-to-action (CTAs) are used to engage visitors.

  1. Sales Page

A sales page is a dedicated landing page created to promote and sell a specific product or service. The main aim of a sales page is to showcase the unique selling points, features, and benefits of the offering.

To achieve this, persuasive copy, customer testimonials, clear pricing information, and strong CTAs are deployed to encourage potential customers to purchase and increase conversion rates.

  1. Squeeze Page

Regarding lead generation, squeeze pages are an effective tool for capturing visitors’ email addresses.

The main goal of a squeeze page is to encourage visitors to provide their contact information in exchange for valuable content or exclusive access.

A concise headline and compelling copy can draw visitors in, while a prominent email opt-in form can encourage them to take action. By optimizing these elements, businesses can maximize conversions and build their email list for future marketing efforts.

  1. Viral Landing Page

A viral landing page is a webpage that aims to motivate visitors to share the page or engage in a viral campaign.

The purpose of creating a viral landing page is to generate excitement, increase social engagement, and expand the campaign’s reach. Using interactive content, offering incentives, and providing clear social sharing prompts are ways to encourage viral sharing.

  1. Coming Soon Page

A coming soon page is a landing page that aims to generate excitement and anticipation for an upcoming website, product, or service. It aims to provide essential information, collect email sign-ups, and build anticipation.

Such pages use eye-catching visuals, a countdown timer, and an email capture form to engage visitors.

  1. Microsite Landing Page

A microsite landing page is a specialized mini-website for a marketing campaign or product/service. Its goal is to offer a tailored experience centered on the campaign’s message or the product/service being promoted.

Cohesive branding, interactive elements, and targeted messaging enhance engagement and conversions.

Key Elements of a Successful Landing Page

Final: What Is Landing Page

When it comes to creating a successful landing page, there are a few key elements you should keep in mind. By keeping these key elements in mind, you can create an engaging landing page that drives results for your business.

Compelling Headline

It’s important to have a compelling headline that catches the visitor’s attention and conveys the value proposition. Your headline should be concise, clear, and in line with the goal or offer of the landing page. Use persuasive language and emphasize the offer’s primary benefit or solution.

Clear and Concise Subheadline

Include a subheadline that complements the main headline by providing more information or addressing a specific problem. Keep the subheadline brief while still being informative. Choose a language that captivates the reader and encourages them to read on.

Engaging Visuals

Final: What Is Landing Page

When selecting visuals, it is important to prioritize relevance and quality. This could include images, videos, or graphics. It is essential to choose visuals that effectively enhance the message and appeal to the intended audience.

Consider using visuals that showcase the product, demonstrate its benefits, or create an emotional connection with the viewer.

Persuasive Copy

Create compelling copy emphasizing the deal’s main features, advantages, and distinctive selling points. Use brief and captivating language that speaks to the intended audience.

Tackle any concerns the reader may have, offer proofs or illustrations, and establish a feeling of immediacy or exclusivity.

Compelling Call-To-Action (CTA)

Final: What Is Landing Page

To improve the landing page, it’s important to have a clear and noticeable call-to-action (CTA). The language used in the CTA should encourage action, using phrases like “Buy Now,” “Sign Up,” or “Download.” Additionally, ensure the CTA is visually appealing by implementing contrasting colors, buttons, or arrows to help it stand out.

Trust Indicators and Social Proof

To establish credibility and build trust with visitors, it’s important to include indicators like customer testimonials, reviews, ratings, or trust seals. Highlighting social proof can further strengthen this trust.

You can use persuasive testimonials or showcase the number of satisfied customers and positive reviews to further establish your credibility.

Form Fields

When designing form fields, it’s important to strategically choose which ones to include and keep them to a minimum. Only ask for essential information needed for the desired conversion or lead generation.

It’s important to consider the user experience and make the form easy to fill out with clear labels and validation.

Mobile-Friendly Design

Final: What Is Landing Page

Prioritizing a responsive design that guarantees the landing page appears and operates seamlessly on mobile devices is crucial. Optimize the layout, font sizes, and images for mobile viewing.

Additionally, it is recommended to conduct tests on the landing page, using various screen sizes to ensure a smooth experience.

Minimal Distractions

Design your webpage to be clean and focused, with minimal distractions. Avoid having too many navigation menus, sidebars, or outbound links that may not be necessary.

Ensure that your offer, call-to-action, and key messaging are the main focus so as not to divert the visitor’s attention.

Tools and Resources Available for Creating Landing Pages

Many tools and resources are available to help you create successful landing pages, even without advanced technical know-how or coding skills. These tools include:

Landing Page Builders

Ready to learn how to make a landing page? Check out the tools below. We’ll review each builder’s unique features and abilities, including drag-and-drop interfaces, customizable templates, and A/B testing capabilities.

Additionally, we’ll provide helpful information on how user-friendly each builder is, their pricing options, and the different integrations they offer.

  1. Unbounce

Final: What Is Landing Page

  • Unique Features: Unbounce offers a drag-and-drop interface, customizable templates, and a range of conversion-focused features, such as dynamic text replacement and sticky bars.
  • User-Friendliness: Unbounce is known for its user-friendly interface and intuitive editor, allowing users to easily create and customize landing pages.
  • Pricing: Unbounce offers various pricing plans based on the number of conversions, page traffic, and additional features required. It has plans starting from $80 per month.
  • Integrations: Unbounce integrates with popular marketing tools such as Salesforce, Mailchimp, and HubSpot, as well as with analytics platforms like Google Analytics.
  1. Leadpages

Final: What Is Landing Page

  • Unique Features: Leadpages provides a drag-and-drop editor, mobile-responsive templates, and features like lead capture pop-ups, alert bars, and SMS opt-in.
  • User-Friendliness: Leadpages offers an easy-to-use interface with a wide selection of customizable templates. It requires no coding knowledge to create landing pages.
  • Pricing: Leadpages offers various pricing plans starting from $27 per month for standard features. It also has higher-tier plans with advanced features and A/B testing capabilities.
  • Integrations: Leadpages integrates with popular email marketing services like Mailchimp, AWeber, and Constant Contact, as well as CRM tools like Salesforce and HubSpot.
  1. Instapage

Final: What Is Landing Page

  • Unique Features: Instapage provides a drag-and-drop editor and customizable templates and offers advanced features like heatmaps, A/B testing, and personalization.
  • User-Friendliness: Instapage offers a user-friendly interface with a seamless editing experience. It provides a visual design system and collaboration tools for teams.
  • Pricing: Instapage offers various pricing plans starting from $199/ month for core features. Advanced features like heatmaps and personalization are available in higher-tier plans.
  • Integrations: Instapage integrates with popular marketing tools such as Mailchimp, Salesforce, and Google Analytics.
  1. HubSpot

Final: What Is Landing Page

  • Unique Features: HubSpot’s landing page builder is part of a comprehensive marketing automation platform. It offers drag-and-drop editing, customizable templates, and A/B testing.
  • User-Friendliness: HubSpot’s landing page builder is designed to be user-friendly and offers seamless integration with other HubSpot marketing tools.
  • Pricing: HubSpot provides a free plan with limited features, and their marketing hub plans start from $50/month. The pricing varies based on the features and the number of contacts.
  • Integrations: HubSpot integrates with various CRM systems, email marketing tools, analytics platforms, and other HubSpot products.

Content Management Systems (CMS)

When creating landing pages, consider using CMS platforms like WordPress, Drupal, and Joomla. These platforms offer features for creating landing pages.

Here’s an overview of these platforms and their availability of landing page plugins, themes, and templates, as well as their flexibility, customization options, and ease of use for creating landing pages:

  1. WordPress

Final: What Is Landing Page

  • Landing Page Plugins: WordPress has a vast ecosystem of landing page plugins, such as Elementor, Beaver Builder, and Thrive Architect, which provide drag-and-drop interfaces and pre-designed templates for creating landing pages.
  • Themes and Templates: WordPress offers various landing page-specific themes and templates. Free and premium options are available on the official WordPress theme directory and third-party marketplaces.
  • Flexibility and Customization: WordPress is highly flexible and customizable. You can design landing pages with various layouts, styles, and functionalities with plugins and themes. Its extensive plugin ecosystem allows for advanced customization and integration with other marketing tools.
  • Ease of Use: WordPress is known for its user-friendly interface and intuitive content editor. The availability of visual page builders simplifies the process of creating landing pages without coding knowledge.
  1. Drupal

Final: What Is Landing Page

  • Landing Page Modules: Drupal offers modules like Paragraphs, Layout Builder, and Panels, which allow for creating custom landing page layouts. These modules provide flexibility and control over the design and content elements.
  • Themes and Templates: Drupal has a collection of landing page themes and templates on its official website and third-party marketplaces. While the selection may not be as extensive as WordPress, there are options.
  • Flexibility and Customization: Drupal is a highly flexible CMS known for its robust architecture and advanced customization capabilities. It provides granular control over landing page design inspiration, functionality, and data structure.
  • Ease of Use: Drupal has a steeper learning curve than WordPress due to its advanced features and developer-oriented nature. It may require more technical expertise to set up and customize landing pages.
  1. Joomla

Final: What Is Landing Page

  • Landing Page Extensions: Joomla offers extensions like SP Page Builder, Quix, and RSPageBuilder, which enable the creation of landing pages through drag-and-drop interfaces and pre-built elements.
  • Themes and Templates: Joomla provides a variety of landing page templates and themes in its official extension directory and third-party marketplaces. Users can choose from both free and premium options.
  • Flexibility and Customization: Joomla offers flexibility and customization options for landing pages. Its extension ecosystem allows for integrating additional functionalities, and users can customize layouts, styles, and content elements.
  • Ease of Use: Joomla has a user-friendly interface and a relatively straightforward content editor. However, compared to WordPress, it may require more effort to set up and configure landing pages.

Design Tools

If you want to create visually appealing landing pages, several design tools, such as Canva and Adobe Creative Cloud, are available. These tools offer a range of features and functionalities, including pre-designed templates, customizable elements, and graphic design capabilities.

Here’s an overview of their features, functionalities, ease of use, pricing plans, and availability of design assets:

  1. Canva

Final: What Is Landing PageCanva is a user-friendly web-based design tool for creating professional-looking landing pages. It offers pre-designed templates, customizable elements, and a library of stock photos and illustrations.

Users can easily customize templates and add/remove design elements. Canva has free and premium plans, with pricing depending on the plan and subscription type.

  1. Adobe Creative Cloud

Final: What Is Landing PageAdobe Creative Cloud includes powerful design tools like Photoshop, Illustrator, and InDesign. It also offers pre-designed templates that users can customize. With control over design elements, users can create unique designs. Pricing plans vary based on the applications chosen.

Analytics and Optimization Tools

Discover how to enhance your landing page performance with analytics and optimization tools such as Google Analytics, Hotjar, and Optimizely.

These tools offer a variety of features and benefits, including website analytics, heatmaps, user session recordings, A/B testing, and conversion optimization.

Here’s an overview of their features, benefits, implementation process, data analysis capabilities, and reporting features:

  1. Google Analytics

Final: What Is Landing PageGoogle Analytics is a tool that tracks website traffic, user behavior, and conversions. To use it, sign up for an account, generate a tracking code, and add it to your landing page.

It provides in-depth data analysis, visualizations, and custom reporting to optimize your website and integrates with other Google marketing tools. You can also use it to track a landing page on Shopify.

  1. Hotjar

Final: What Is Landing PageHotjar offers a range of features to improve your landing page. Hotjar offers visual heatmaps, user recordings, and conversion funnel analysis to help you analyze and share insights.

Using Hotjar, you can understand user behavior and identify areas for improvement. Create an account and add the tracking code to your landing page to get started.

  1. Optimizely

Final: What Is Landing PageOptimizely is an all-in-one platform that simplifies A/B testing, multivariate testing, personalization, and targeting. With an easy visual editor, changing landing page elements without coding is easy.

Optimizely provides statistical analysis to determine significant results and offers insights into conversion rates. It also allows audience targeting and provides detailed reports on experiment performance with visualization tools.

Stock Images and Icons

To improve the visual appeal of landing pages, it’s worth checking out stock images and icon resources like Unsplash and Icons8. These platforms offer a wide selection of high-quality images and icons for free and without royalty fees.

  1. Unsplash

Final: What Is Landing PageUnsplash provides high-quality and royalty-free images from photographers worldwide. It features a search function and diverse categories for various landing page designs.

The Unsplash License allows free use of images, including for commercial purposes, without attribution. The platform is updated regularly with new images.

  1. Icon8

Final: What Is Landing PageIcons8 has a vast library of high-quality icons for different design purposes, with a powerful search engine allowing users to find icons by keywords, categories, styles, or specific criteria. Free and paid icon options cover various categories, from basic designs to intricate illustrations.


By following the guidelines in this article and continually optimizing your landing pages based on data and user feedback, you can create effective landing pages that drive conversions and support your marketing objectives.

You can start a landing page by choosing from our list of the Best Website Builders and Best Web Hosting providers.

Next Steps: What Now?

Further Reading – Useful Resources

Frequently Asked Questions

Can a landing page make a difference in my conversions?

A visually appealing landing page with high-quality images and icons can improve conversions. Use resources like Unsplash and Icons8 to enhance your page without spending too much.

What should I include in my landing Page’s headline to make it compelling?

Create a clear, concise headline that highlights the main benefit of your product or service. Use strong words and emotional triggers to capture visitors’ attention and keep it simple to avoid confusion.

How many form fields should I include on my lead generation landing page?

Keep your lead generation landing page simple and focused. Too many form fields can overwhelm visitors and reduce your conversion rate. Stick to the most crucial information you need to follow up with leads for the best results.

How can I make my landing page mobile-friendly?

To create a mobile-friendly landing page, use a responsive design, keep content concise, and simplify forms and calls to action. Avoid using too many images or videos that could slow down your page.

Do I need social proof on my landing page?

Social proof on your landing page can build trust and credibility. Testimonials, reviews, and social media followers can serve as proof. Determine if it’s necessary for your industry and audience.

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