A landing page is a standalone web page designed with a single focused objective. Unlike general website pages with multiple navigation options, landing pages are built to convert visitors into leads or customers by guiding them toward one specific action.
Landing Page vs Homepage
Homepages serve multiple purposes and audiences with various navigation options. Landing pages eliminate distractions and focus on one conversion goal. Landing pages often have minimal or no navigation to keep visitors focused. They’re typically created for specific campaigns, products, or offers.
Types of Landing Pages
Lead generation pages - Collect visitor information through forms. Click-through pages - Warm up visitors before sending them to purchase. Squeeze pages - Simple pages focused solely on email capture. Sales pages - Long-form pages designed to sell products directly. Thank you pages - Confirm actions and potentially offer additional steps.
Essential Landing Page Elements
Compelling headline - Clearly states the value proposition. Supporting copy - Explains benefits and addresses objections. Hero image or video - Visual that reinforces the message. Social proof - Testimonials, reviews, or trust badges. Clear call-to-action - Stands out and prompts the desired action. Form - If collecting information, keep it short and relevant.
Landing Page Best Practices
Match your landing page message to the source that brought visitors there. Keep forms short, asking only for essential information. Use clear, benefit-focused copy that speaks directly to visitor needs. Create visual hierarchy guiding eyes toward the CTA. Remove navigation links that provide exit routes. Make pages mobile-responsive for all devices.
When to Use Landing Pages
PPC campaigns benefit from dedicated landing pages matching ad messaging. Email campaigns convert better sending to specific landing pages. Product launches need focused pages explaining new offerings. Event registrations require simple, targeted sign-up pages. A/B testing is easier with dedicated landing pages for each variant.
Measuring Landing Page Success
Conversion rate - Percentage of visitors who complete the goal. Bounce rate - How many leave without interacting. Time on page - Indicates engagement level. Form abandonment rate - Where users drop off in forms. Traffic sources - Which channels drive quality visitors. Compare these metrics against your goals and industry benchmarks.
Common Landing Page Mistakes
Too many CTAs confuse visitors about what action to take. Lengthy forms deter completions. Slow loading times cause abandonment. Generic messaging fails to resonate. Mismatched messaging between ads and landing pages breaks trust. Poor mobile experience loses mobile traffic.