What Is a Landing Page? Examples + Best Practices

Want users to take action? Try a landing page that’s designed with conversions in mind.

A landing page is a standalone web page created specifically for a marketing or advertising campaign. It’s where a visitor “lands” after clicking on a link in an email, social media post, search engine result, or online advertisement. The main goal of a landing page is to convert visitors into leads or customers by encouraging them to take a specific action, such as signing up for a newsletter, downloading an ebook, or making a purchase.

Types of Landing Pages

There are several different types of landing pages, each designed for a specific purpose:

Lead Generation Landing Page

A lead generation landing page is used to collect information from visitors, such as their name and email address, in exchange for a valuable offer, such as a free trial or a discount code. The goal is to capture leads that can be nurtured and eventually converted into customers.

Click-Through Landing Page

A click-through landing page is used to warm up visitors before sending them to a product or service page. It provides more information about the offer and builds trust with the visitor before asking them to make a purchase.

Sales Landing Page

A sales landing page is designed to drive immediate conversions by showcasing a product or service and highlighting its benefits. The goal is to persuade visitors to make a purchase right then and there.

Best Practices for Creating a Landing Page

When creating a landing page, it’s important to follow best practices to maximize conversions. Here are some tips to keep in mind:

Clear Call-to-Action

Every landing page should have a clear and compelling call-to-action (CTA) that tells visitors what action to take next. Whether it’s signing up for a webinar, downloading an ebook, or making a purchase, the CTA should be prominently displayed and easy to find.

Compelling Headline

The headline is the first thing visitors see when they land on your page, so it needs to grab their attention and clearly communicate the value proposition. Use strong, benefit-driven language to entice visitors to keep reading.

Engaging Visuals

Visuals are a powerful way to capture attention and convey information quickly. Use high-quality images, videos, and graphics to enhance your landing page and make it visually appealing.

Mobile-Friendly Design

With more and more people browsing the web on mobile devices, it’s essential that your landing page is optimized for mobile. Make sure it loads quickly, is easy to navigate, and looks great on all screen sizes.

Social Proof

Include testimonials, reviews, case studies, or other forms of social proof to build trust with visitors and show them that others have had positive experiences with your product or service.

Examples of Effective Landing Pages

Here are some examples of landing pages that effectively use these best practices:

HubSpot

HubSpot’s landing pages are clean, visually appealing, and focused on driving conversions. They use clear CTAs, engaging visuals, and social proof to encourage visitors to sign up for their marketing software.

Squarespace

Squarespace’s landing pages feature stunning imagery, compelling headlines, and easy-to-use design elements. They make it easy for visitors to learn more about their website building platform and start a free trial.

Crazy Egg

Crazy Egg’s landing pages are designed to showcase the benefits of their heat mapping software. They use persuasive copy, eye-catching visuals, and customer testimonials to convince visitors to try their product.

In Conclusion

A well-designed landing page can be a powerful tool for driving conversions and growing your business. By following best practices and creating a compelling user experience, you can increase the likelihood that visitors will take the desired action and become valuable leads or customers. Remember to test different elements of your landing page, such as headlines, CTAs, and visuals, to see what resonates best with your audience and drives the most conversions.