How to Create a Landing Page: 3 Types of Landing Pages

A landing page, also known as the lead capture page or destination page, is a standalone web page that users arrive at after clicking on an email marketing or digital marketing link, or search engine optimization (SEO) result. The purpose of a landing page is to provide lead generation to an advertiser or company or increase website traffic. If you run your own business, a landing page can increase conversion rates (the rate at which a site or online marketing campaign can convert general traffic into paying customers). A landing page with a high conversion rate can result in increased profits for your company or service.

There are a few different landing pages you can use to improve your business or generate traffic. Some landing page types include:

1. 1. Lead capture: Also referred to as a squeeze page or lead generation landing page, these pages offer targeted information to pique the interest of the site visitor. This information is isolated from the rest of your homepage’s information and is specifically geared towards “capturing” potential customers by including forms to collect their contact information. This data can help marketers or companies identify their demographic or which buyer personas are the most interested in a specific product or service. Reference landing pages provide important insight and give you the info necessary to nurture your leads properly.
2. 2. Click-through: A click-through landing page compels users to click-through to another page via a CTA button. These pages have minimal distractions, as their sole purpose is to get the viewer to continue to a subsequent page where a more targeted conversion can occur. Some click-through landing pages may contain language like “click here to get started” or “click here to get a quote.”
3. 3. Infomercial: Also referred to as the sales page, this type of landing page contains a more considerable amount of information than a lead capture or click-through page. The purpose of this type of landing page is to keep your viewers reading. The infomercial landing page is where you can include testimonials, benefits, or pitches about your product or service.

A landing page’s purpose is to optimize specific content and compel site visitors to take action or get involved. Here are the essential components of a good landing page:

1. 1. A headline: A strong, straightforward header can let users know they’ve come to the right place. Tailor your headline to appeal to your target audience and instantly grab their attention.
2. 2. A call-to-action (CTA): A clickable CTA button can improve the user experience by giving potential customers an easy way to interact with your messaging. Your call to action should be singular and focused. For instance, providing form fields that allow users to fill out their email or phone number to learn more about your service or product, or compelling potential subscribers to sign up in exchange for a free eBook, webinar, or free trial.
3. 3. The benefits: Once the user is scrolling through your landing page, one way to keep them engaged is by listing all the ways your service can help or benefit their lives. Include various perks that entice the visitor to find out more and believe in the service you’re providing.
4. 4. Testimonials: Testimonials provide visitors with social proof that your products or services are effective. Including testimonials on your landing page can establish trust between visitors and your business. A straight advertisement can be gimmicky or impersonal, but genuine reviews from real people can boost your credibility.
5. 5. A final statement: A concluding statement that wraps up your messaging and reinforces your goal can be an effective way to convert casual browsers into paying customers. You can include special offers or giveaways or an actual “ticking clock” that makes the user feel like they need to act fast to take advantage of your offer.

Get the MasterClass Annual Membership for exclusive access to video lessons taught by business luminaries, including Sara Blakely, Chris Voss, Robin Roberts, Bob Iger, Howard Schultz, Anna Wintour, and more.