What Is a Landing Page? A Definitive Explanation and Best Practices

What Is a Landing Page? A Definitive Explanation and Best Practices

Are you eager to elevate the effectiveness of your landing pages? Search no more, as we possess the essential elements for creating a highly effective landing page.

By following some straightforward advice, leveraging clever techniques, and examining real-world instances, you'll be well on your path to increasing conversion rates and achieving remarkable success with your marketing endeavors.

What Is A Landing Page

A landing page is a specially crafted webpage aimed at convincing users to perform a single, specific action, such as subscribing to a newsletter, making a purchase, or confirming attendance at an event.

Users commonly access landing pages through pay-per-click advertising campaigns, but they can also discover your landing page via your website's homepage, social media posts, organic search results, or email marketing efforts.

While both homepages and landing pages are initial touchpoints for website visitors, they serve distinct roles. In this guide, we will explore the significance of landing pages and provide insights on their creation and optimization.

two people drawing on whiteboard
Source: Unsplash

Landing Page Vs Homepage

There are several factors that differentiate homepages from landing pages. Homepages typically include:

More links: A typical homepage contains at least 10 links, often comprising a navigation menu at the top, links in the footer, and numerous links within the page's content. Conversely, well-optimized landing pages usually feature fewer links, sometimes only one—the link enabling users to convert.

Broader Calls to Action (CTAs): Homepages serve as an introduction to your business and act as a central hub from which users can explore various sections of your website. Due to its multifaceted role, homepage content tends to be broader and features less specific CTAs (e.g., "learn more"). In contrast, landing pages, with their singular goal, employ tailored CTAs (e.g., "download our free ebook").

Different Audience and Purpose: Many visitors to your homepage may not have made a definitive decision about what they are seeking. Conversely, users who land on your dedicated landing pages have already demonstrated an interest in what you offer. They have progressed further along your customer journey and are more prepared to convert.

It's worth noting that not all landing pages are identical and can be categorized into two broad types, which we will delve into below.

Main Types Of Landing Page

Landing pages can be categorized into two primary groups: lead generation landing pages and click-through landing pages.

Lead Generation Landing Pages

Lead generation landing pages are crafted with the aim of capturing visitor information, including details like name, email address, or phone number, in exchange for a valuable resource such as an ebook, whitepaper, or webinar.

These pages typically incorporate a lead form and a compelling headline that highlights the advantages of the offered resource.

Click-Through Landing Pages

Click-through landing pages are designed to encourage users to navigate to a specific page and take a predefined action there, such as making a purchase or signing up for a free trial.

These pages usually feature a clear and persuasive headline, compelling written content, and a prominently displayed call-to-action (CTA) button.

Benefits Of Landing Page

Conversion Focus: 

Landing pages are designed with a singular goal in mind, such as capturing leads, making sales, or encouraging a specific action. This sharp focus on conversion makes landing pages highly effective in achieving desired outcomes.

Improved User Experience: 

Landing pages offer a streamlined and focused user experience. Visitors are presented with a clear message and a compelling call to action (CTA), reducing distractions and making it easier for them to take the desired action.

Measurable Results: 

Landing pages allow for precise tracking of user interactions and conversions. This data helps you analyze the effectiveness of your marketing campaigns and make data-driven improvements.

website customization
Source: Pixabay


You can tailor landing pages to match the specific needs and preferences of your target audience. This personalization enhances the likelihood of users engaging with your content or offers.

Lead Generation: 

Landing pages are powerful tools for collecting valuable customer information. By offering something of value in exchange for contact details, you can build your email list and expand your potential customer base.

Cost-Effective Advertising: 

When using paid advertising, directing users to a well-optimized landing page can improve your ad's quality score and lower your cost per click. This means you get more value from your advertising budget.

Clear Communication: 

Landing pages allow you to communicate your value proposition and benefits clearly and concisely. This helps users quickly understand why they should take the desired action.

Increased ROI: 

Ultimately, the proper use of landing pages can lead to a higher return on investment (ROI) for your marketing efforts. By optimizing your landing pages for conversions, you maximize the value generated from your traffic and ad spend.

How To Create a Landing Page

1. Craft an Engaging Hero Image

The hero image serves as a visual element meticulously crafted to enhance the visual appeal of your landing page.

It's substantial in size, captivating to the eye, and strategically positioned near the page's top. Some businesses opt for hero images that directly depict their product or service. When searching for an image suitable for your hero section, explore the free stock image repositories at Unsplash, Pixabay, and Pexels.

Alternatively, you can engage a designer who possesses the expertise to brainstorm concepts and produce visually captivating hero images.

Recommended practices:

  • Maintain simplicity and minimize clutter to prevent overwhelming the user.
  • Ensure your chosen image harmonizes with the overall design and aesthetics of your landing page.
  • Utilize a hero image that aids users in comprehending the value of your product or service.
  • Select only high-quality images that enhance the visual appeal of your landing page.

2. Compose a Compelling and Engaging Headline

Once you've successfully captured the interest of your website visitors, the next step is to retain their attention and transform them into potential customers. The initial element that draws a reader's focus on your landing page is its headline. Employing straightforward language is instrumental in persuading them to explore further.

Your headline should possess clarity, simplicity, conciseness, and direct relevance to your business.

3. Incorporate a Call to Action (CTA)

A call to action (CTA) takes the form of a button strategically placed on the landing page. When clicked, it guides the visitor to the next phase of their interaction with your business.

Visitors may click on a CTA for various reasons, including:

  • To register for an upcoming event.
  • To make a purchase or avail of a service.
  • To subscribe to your company newsletter.
  • To install an application.

It is crucial to prominently display the CTA. In some instances, landing pages position it immediately following a headline or subheading. The label on the button should clearly convey the action that will occur upon clicking it. 

Think about also including your CTA multiple times on the page, especially on lengthier landing pages. For instance, an additional CTA might follow your supporting content. This approach ensures that visitors reading through your supporting material do not have to scroll back up to initiate the desired action.

4. Offer Valuable Content 

Above all, when you present a valuable offer, your visitors are willing to share their contact details in return. Assess the appeal of your offer to your target audience and ensure your landing page effectively communicates its value.

One effective strategy to guarantee that your landing page provides value is by showcasing the content your audience can expect to receive directly on the page. You can observe this approach in action in the sample landing page below.

5. Effectively Convey Advantages, Features, or Pain Points

When designing your landing page, it's essential to consider how you present the benefits, features, or pain points of your product or service. Clearly articulating the advantages your offering brings to your audience, highlighting its standout features, or addressing pain points your users experience can significantly influence their decision-making process. 

These elements serve as persuasive tools to engage your visitors and guide them towards taking the desired action.

6. Develop Landing Pages with Mobile Responsiveness

Crafting mobile-responsive landing pages is paramount in today's digital landscape. With an increasing number of users accessing websites and content via mobile devices, ensuring that your landing pages adapt seamlessly to various screen sizes and orientations is essential. 

Mobile responsiveness not only enhances the user experience but also contributes to better search engine rankings, as search engines prioritize mobile-friendly websites. By creating landing pages that are mobile-responsive, you are poised to capture and engage a broader audience, maximizing the potential for conversions and achieving your marketing goals effectively in the mobile-first era.

If you're uncertain about how to ensure the mobile responsiveness of your page, you can employ tools like Google Search Console, Responsive Design Checker, and Mobile Test Me to assist you in this regard.

7. Enhance Page Load Speed

Improving page load speed is a critical element of creating a user-friendly and effective website. Users expect web pages to load quickly, and even a slight delay can lead to frustration and increased bounce rates. 

Optimizing page speed not only enhances the overall user experience but also has a positive impact on search engine rankings. Search engines prioritize faster-loading websites, making speed optimization an essential part of SEO efforts. 

By reducing page load times, you not only keep your audience engaged but also improve your website's discoverability and performance, ultimately contributing to better user satisfaction and achieving your online objectives more efficiently.

Examples Of Landing Page


Uber - example of landing page
Source: Uber

In an era of information overload on the internet, it becomes crucial to craft landing pages that are easily scannable, much like this example from Uber. This page employs a clean black-and-white color scheme, concise and easily comprehensible sentences, and a straightforward form. The amalgamation of these components yields a landing page that exudes professionalism and approachability.


Wag! website
Source: Wag!

Wag! is a platform that links dog owners with dog walkers and sitters. On this page, the approach is straightforward: a prominently displayed, large-font invitation encourages potential users to sign up, while the sign-up form occupies a prominent position on the right side of the page. The green background enhances the visibility of the white font and other page elements. The inclusion of a QR code on the form is a thoughtful addition, enabling visitors to swiftly download the app and complete the sign-up process with ease.

Inbound by Hubspot

Inbound by Hubspot
Source: Inbound by Hubspot

The conference landing page simplifies the ticket acquisition process by presenting a clear call to action (CTA) and compelling content that persuades visitors of the event's value. Through videos, images, and speaker biographies, the page highlights the event's theme and the presence of renowned experts. Additionally, well-defined descriptions of the two available ticket options streamline the selection process, allowing visitors to easily choose the pricing option that suits them best.


In summary, creating highly effective landing pages is a pivotal aspect of successful digital marketing. These pages are precision tools designed to captivate and convert visitors. Understanding the distinction between landing pages and homepages, the different types of landing pages, and their numerous benefits is essential for a well-rounded marketing strategy.

To excel in this endeavor, focus on key elements such as compelling visuals, engaging headlines, clear calls to action, valuable content, effective communication, mobile responsiveness, and optimized page speed. By mastering these components and learning from real-world examples, you can elevate your landing page game and drive impressive results in your marketing campaigns. So, harness the power of landing pages to engage your audience and achieve your online objectives with precision and impact.

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