What is landing page?

A website page with a call-to-action button

In the world of digital marketing, a landing page is a crucial tool for attracting and converting potential customers. A landing page is essentially a standalone webpage designed with one specific goal in mind: to motivate visitors to take a desired action, such as making a purchase, signing up for a newsletter, or filling out a form. In this article, we will take a closer look at what landing pages are, why they’re important, and how to design and build an effective one.

Understanding the concept of a landing page

Definition of a landing page

A landing page is simply a webpage that people “land” on after clicking on an ad, social media post, or other online call-to-action. Unlike a standard website page, a landing page is usually designed with a specific objective in mind, rather than just providing general information. When visitors arrive on a landing page, they should immediately see information that is relevant to the action they were prompted to take in the initial ad or post.

For example, if someone clicks on an ad for a free trial of a software program, they should be taken to a landing page that provides more information about the software and the benefits of signing up for the free trial. The landing page should also include a clear call-to-action, such as a button to sign up for the trial.

It’s important to note that a landing page should be designed with the user in mind. The page should be visually appealing, easy to navigate, and provide all the information the user needs to make a decision.

Purpose and goals of a landing page

The primary objective of a landing page is to convert website visitors into leads or customers. By offering a valuable incentive, such as a free trial or downloadable guide, a landing page can help build trust and establish a relationship with potential customers.

For example, a landing page for a fitness product might offer a free workout plan in exchange for the user’s email address. Once the user provides their email address, they can receive the workout plan and also be added to the company’s email list for future marketing efforts.

Landing pages also serve the purpose of tracking and measuring the success of a specific campaign, allowing marketers to optimize and improve their approach. By analyzing the conversion rate of a landing page, marketers can determine what elements are working and what needs to be changed.

Types of landing pages

There are two primary types of landing pages: click-through and lead generation. A click-through page is designed to entice visitors to click through to another page to complete an action.

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For example, a click-through page for a clothing store might feature a new clothing line and a button to “Shop Now.” Once the user clicks the button, they are taken to the store’s website where they can browse and purchase the clothing.

A lead generation page, on the other hand, typically includes a form for visitors to fill out in exchange for access to a valuable piece of content.

For example, a lead generation page for a financial planning company might offer a free guide to retirement planning in exchange for the user’s contact information. Once the user provides their information, they can receive the guide and also be added to the company’s email list for future marketing efforts.

Both types of landing pages can be effective depending on the specific goal of the campaign. It’s important to choose the type of landing page that best aligns with the campaign’s objectives and target audience.

Key elements of an effective landing page

A landing page is a crucial part of any online marketing campaign. It’s the page where visitors land after clicking on an ad or a link. The goal of a landing page is to convert visitors into leads or customers by encouraging them to take a specific action, such as filling out a form or making a purchase. To be effective, a landing page should have the following key elements:

Compelling headline

The headline is the first thing visitors will see and can make or break the effectiveness of a landing page. It should be short, clear, and communicate the value of the offer. A strong headline should immediately capture the reader’s attention and motivate them to keep reading.

For example, if you’re promoting a new fitness program, your headline could be “Get Fit and Feel Great with Our 30-Day Challenge.”

Engaging visuals

Visuals such as images, videos, or interactive elements can make a landing page more engaging and help communicate the message more effectively. High-quality visuals should be used to support the overall design and message of the landing page.

For instance, if you’re promoting a new product, you could include a video demonstrating how the product works or a series of images showing different ways the product can be used.

Clear call-to-action

A call-to-action (CTA) is the button or link that visitors will click on to complete the desired action. It should be prominently displayed, easy to find, and clearly communicate what will happen when the button is clicked. A strong CTA can make a significant difference in the conversion rate of a landing page.

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For example, if you want visitors to sign up for a free trial of your software, your CTA could be “Start Your Free Trial Now.”

Concise and persuasive copy

The copy on a landing page should be concise and persuasive. It should accurately communicate the value of the offer and speak directly to the reader’s needs and desires. The copy should build trust and establish credibility with the potential customer.

For instance, if you’re promoting a new service, you could highlight the benefits of the service and how it can solve the customer’s problems. You could also include testimonials from satisfied customers to build trust.

Trust signals and social proof

Trust signals, such as customer reviews or security badges, can help establish trust and credibility with potential customers. Social proof, such as the number of previous customers or the popularity of the offer, can also help build trust and encourage visitors to take action.

For example, if you’re promoting a new e-commerce store, you could include customer reviews or ratings to show that your products are high quality and reliable. You could also highlight the number of customers who have already made a purchase to create a sense of urgency.

By incorporating these key elements into your landing page, you can create a page that is not only visually appealing but also effective in converting visitors into leads or customers. Remember to test and optimize your landing page regularly to ensure that it continues to perform well.

Designing and building a landing page

A landing page is a crucial element of any digital marketing campaign. It’s the first page that a user sees after clicking on an ad or link, and it’s designed to convert them into a customer or lead. In this article, we’ll explore the key elements of designing and building a landing page that converts.

Choosing the right platform

When it comes to designing and building a landing page, there are many platforms available. Some popular options include Unbounce, Leadpages, and Instapage. Each platform has its own set of features and benefits, so it’s essential to consider factors such as ease of use, pricing, and integrations with other marketing tools.

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Unbounce, for example, is known for its drag-and-drop interface, which makes it easy to create landing pages quickly. Leadpages, on the other hand, offers a wide range of templates that are optimized for conversion. Instapage is known for its robust A/B testing capabilities.

Landing page layout and structure

The layout and structure of a landing page are critical to its success. The page should load quickly, be easy to navigate, and provide all the necessary information for the user to make a decision. The most important elements should be prominently displayed, and the page should be optimized for mobile devices.

One popular layout for a landing page is the “F-pattern.” This layout is based on eye-tracking studies and suggests that users tend to scan a page in an “F” shape, starting at the top left corner and moving to the right. The most important information should be placed in these areas to maximize its visibility.

Mobile responsiveness and accessibility

With the increasing use of mobile devices, it’s essential that landing pages are designed with mobile responsiveness in mind. Elements such as fonts, images, and buttons should be optimized for smaller screens, and the page should load quickly on mobile connections.

Accessibility is also an important consideration. Landing pages should be designed to be accessible to all users, including those with disabilities. This means using alt text for images, providing captions for videos, and ensuring that the page is navigable with a keyboard.

A/B testing and optimization

Finally, it’s essential to continually test and optimize landing pages to improve performance. A/B testing involves creating two versions of the same landing page and comparing their effectiveness. By tweaking elements such as the headline, CTA, or visual elements, marketers can find the winning combination that leads to the highest conversion rate.

Optimization is an ongoing process, and marketers should continually test and refine their landing pages to ensure that they are converting as many users as possible.


In conclusion, landing pages are a fundamental tool for marketers to generate leads and drive sales. By understanding the key elements of an effective landing page and following best practices for design and optimization, businesses can create successful campaigns that convert visitors into customers. By continually testing and refining landing pages, marketers can continually improve their approach and achieve even greater results.