Landing Page

Landing Page

What’s a landing page?

A landing page is a standalone web page tailored for a marketing or advertising campaign. The main goal of landing pages is to convert visitors into leads, make them buy a service or product, subscribe to a newsletter, or register for an event by providing a clear call to action.

A landing page typically includes a form to collect user data, such as their name, email address, or phone number. It also includes persuasive copy that highlights the benefits of the product or service being offered and a clear and prominent call to action, such as a "Sign Up" or "Buy Now" button.

Landing pages are used in various ways, such as:

  • To promote a specific product or service
  • To capture leads for a newsletter or email campaign
  • To promote an event or webinar
  • To promote a mobile app or game
  • To generate leads for a business

The purpose of a landing page is usually to increase conversions or drive sales, and they are frequently used in conjunction with online advertising initiatives. The design and content of a landing page should match the ads’ message and offer to maximize conversions and increase campaign effectiveness.

Learn the best practices for designing a profitable landing page in our Landing Pages lesson.

What's the difference between a landing page and a website?

A landing page is a standalone web page specifically designed to convert visitors into customers or clients. landing pages can sometimes be part of a website.

Landing pages are focused on a single, specific objective, such as collecting email addresses, selling a product, or scheduling a demo. They typically have a minimalist design, with a clear call-to-action (CTA) and simple navigation.

A website, on the other hand, is a collection of web pages that work together to provide information, products, or services to its visitors.

Websites, on the other hand, serve a wider range of purposes, such as:

  • Providing information about a company or organization
  • Showcasing products or services
  • Serving as a platform for online transactions

Websites have a more complex structure with multiple pages, sections, and menus, and may contain a greater variety of information and features.

How does a landing page work?

The main goal of a landing page is to provide a focused, targeted experience for visitors to the page, with the goal of converting them into customers or clients.

How does a landing page help product owners achieve these objectives?

  • Targeted traffic. Users come to a landing page from a variety of sources, such as search engines, social media, or paid advertising campaigns.
  • Appealing design. The landing page is designed to immediately capture the attention of visitors, with a clear headline, high-quality images or videos, and a compelling value proposition.
  • Offer: The landing page presents a specific offer, such as a product or service, a free trial, or a newsletter subscription, with a straightforward call-to-action (CTA) to encourage visitors to take action.
  • Conversion: Landing pages are optimized in a way to engage visitors into completing a form or making a purchase.
  • Follow-up: After conversion, visitors usually receive a thank-you message, a confirmation email, or get directed to a new page, depending on the specific goals of the landing page and the larger marketing campaign.

What are the types of landing pages?

There are several types of landing pages, each with a specific purpose and optimized for a particular type of conversion. Some of the most common types of landing pages include:

  • Click-Through Landing Pages: Designed to entice visitors to click through to another page, such as a product or service page.
  • Lead Generation Landing Pages: Focused on collecting contact information from visitors, like name and email, in exchange for a lead magnet (eBook, design library, or a webinar).
  • Sales Landing Pages: Optimized for selling a product or service, with clear product descriptions, features, benefits, and a prominent call-to-action (CTA) to make a purchase.
  • Webinar Landing Pages: Used to promote and sign-up visitors for a webinar, with a clear description of the event and its benefits, and a registration form.
  • Thank You Pages: Displayed after a conversion, such as a purchase or a newsletter subscription, to confirm the action and explain next steps.
  • Homepage Landing Pages: Used as the main entry point to a website, with a clear value proposition and a call-to-action, directing visitors to take specific actions, such as signing up or making a purchase.

Design Patterns

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