A landing page is a standalone webpage designed with a single focused objective, typically converting visitors into leads or customers. Unlike regular website pages with multiple goals, landing pages are optimized for one specific action.
Landing Page vs. Homepage
| Landing Page | Homepage | |--------------|----------| | Single focus | Multiple purposes | | Minimal navigation | Full navigation | | Specific audience | General audience | | Campaign-specific | Brand overview | | Clear single CTA | Multiple CTAs |
Types of Landing Pages
Lead Generation
Capture contact information in exchange for something valuable:
- Free downloads (ebooks, whitepapers)
- Webinar registrations
- Free consultations
- Newsletter signups
Click-Through
Warm up visitors before sending them to a conversion page:
- Product details before checkout
- Service explanation before pricing
- Feature highlights before signup
Sales Pages
Long-form pages designed to sell directly:
- Product launches
- Course offerings
- High-ticket services
Anatomy of a High-Converting Landing Page
Above the Fold
- Headline: Clear value proposition
- Subheadline: Supporting detail
- Hero image/video: Visual reinforcement
- Primary CTA: The main action
Body
- Benefits: What they'll get (not features)
- Social proof: Testimonials, logos, reviews
- Objection handling: Address concerns
- Multiple CTAs: Repeated throughout
Trust Elements
- Security badges
- Money-back guarantees
- Privacy statements
- Company credentials
Landing Page Best Practices
- Message match: Ad copy should match landing page headline
- Remove navigation: Don't give visitors ways to leave
- One CTA: Focus on a single action
- Mobile optimization: Most traffic is mobile
- Fast loading: Every second costs conversions
- A/B test: Continuously improve
Landing Page Tools
- Unbounce: Drag-and-drop builder
- Leadpages: Template-focused
- Instapage: Enterprise features
- Webflow: Design-focused
- Custom built: Maximum flexibility