What is a Landing Page? How to Build an Effective One?

Sayani Deb

Looking for creative ways to boost conversions? 

You can improve your conversion rates by building a killer landing page. Really!

Landing pages have a 160% higher conversion rate than other signup forms. So, if you want sky-high conversion rates, build your own high-converting landing pages.

This blog will help you understand a landing page, why it is essential, how to create it, and best practices.

Stay tuned!

What Is a Landing Page?

A landing page is an independent web page designed for specific advertising or marketing campaigns. It is the page where your visitors ‘land’ after clicking on an email link, Google ads, YouTube, or other social channels. 

Landing pages are designed with a single goal or focus, unlike other web pages with several goals. Hence, they are perfect for boosting conversion rates and reducing the costs of your marketing campaigns. 

What Makes a Homepage Different from a Landing Page?

Compare a home page and a landing page. You will find a typical difference: A homepage has several links, but a landing page has only one. 

Hubspot homepage example

HubSpot Home Page demonstrating its services, expertise and promoting a “Get HubSpot free” CTA.

hubspot landing page example

HubSpot Landing Pages focused on “Get a demo” CTA for more conversions

Further, there are several other differences between landing and home pages. They are:

  • Landing pages are action-oriented, and home pages are browser-friendly. That’s why expert marketers build dedicated landing pages as destinations for their traffic.
  • Landing pages have a single goal, and home pages promote website browsing.
  • The traffic source of landing pages is mostly ad campaigns. At the same time, home pages get traffic from several sources. 

Types of Landing Pages

The purpose of a landing page is to attract visitors and make them take desired actions. Marketing specialists found that organizations witnessed a 55% increase in leads when they increased the number of landing pages from 10 to 15. 

Here are a few landing pages (with examples) that companies use per their goals and requirements. 

Lead Capture Landing Page 

Also known as “squeeze pages,” “lead gen,” or “lead capture,” these landing pages have forms as their call to action (CTA). In addition, these landing pages collect visitors’ personal data like name, email address, and other contact information. 

A lead capture landing page, in true sense, has no exit path from the page, no links, or navigation. Instead, it simply has a button to submit details.

Lead Generation Landing Page Examples: Backlinko


Click-Through Landing Page 

This type of landing page provides users with necessary information about an offer, detailing its benefits and explaining the context of its use to push visitors toward making a purchase. Click-through landing pages allow users to read about the offer, click through to the company website, and complete the transaction. 

Click-Through Landing Page Example 2: Moz Pro


Infomercial Landing Page

Infomercial landing pages can be called sales pages. This landing page type is quite different (needs a lot of scrolling) from the typical landing pages. It mostly has text with occasional product images or videos embedded for better demonstration. 

An infomercial landing page aims to keep the visitor engaged in reading the content from top to bottom. These sales pages typically convert well. Here’s what they cover:

  • Headlines (pre-headline, main headline, and post-headline)
  • Benefits of the product
  • Several product pitches to convince visitors
  • Customer testimonials
  • Product images or videos
  • Money-back guarantee (or other schemes)
  • Original product price and the limited-time sale price 

Viral Landing Page

These landing pages are built to create awareness. Therefore, they are strictly top-of-the-funnel material and are an effective online marketing instrument. 

These landing pages are not limited to text only. They contain videos, quizzes, games, graphics, or a combination of all these creatives to get a response from the audience. 

Viral landing pages are informative and engaging. They excite visitors, keeping them guessing about what’s next.

wild deo referral page


The Importance and Benefits of a Landing Page

Everyone wants their hard work to translate into results, no? Similarly, you must ensure that all your marketing efforts materialize into conversions and sales. And for that, landing pages are the best option. 

A well-built website landing page is a great way to drive more traffic, improve your SEO, and build your brand image. On an average, 68% of B2B businesses use landing pages to generate leads for conversion. They are ideal for leading visitors to a specific product or service and encouraging them to take action. 

Here are three reasons highlighting the importance of landing pages. 

Landing pages help you generate more leads. Sending your traffic to targeted landing pages instead of home pages will enable you to capture more leads. In addition, landing pages provide an easy way to engage your visitors and encourage them to take the desired action. 

Landing pages help you identify the more engaged prospects. They enable you to track reconversions of current leads, which you can use to identify prospects who are more engaged with your company. Thus, you can also gather more accurate leads’ behavioral data to plan your sales strategies.

Landing pages highlight your marketing offer. With landing pages, your marketing offers get a place to live. Creating a sales landing page with all your offer details supports your lead generation efforts.

Besides these three reasons, here are a few benefits of landing pages. 

Increased conversions

The primary purpose of landing pages is to boost conversions. They aim to encourage users to provide their information in exchange for some value or reward. 

For instance, your target audience gets directed to a landing screen where they are offered an eBook that details ten solutions to their problem in exchange for their email address. You can be sure they will provide their email address for the valuable content. Thus, you can grow your email list.

Additional insights

Landing pages can give you valuable insights into the target audience. For instance, you can track the landing pages to identify content that engages the audience, which channels your leads prefer, the source of traffic, the highest and lowest-performing content, and more. Thus, you can refine your landing page strategy to make it more effective. 

Testing creative strategies

Landing pages enable you to experiment with various creative ideas. You can perform A/B testing on landing pages to identify elements that are doing great and the ones that require improvement. For instance, you can experiment with different CTAs, color schemes, copy, and visuals to see which ones engage the audience better. 

How Do Landing Pages Work?

Step 1: X clicks on a CTA and lands on your landing page.

Step 2: X sees a form on the landing page and fills it out. Thus, X becomes a lead from a visitor.

Step 3: X’s information gets stored in your lead database.

Step 4: Next, you plan and execute your marketing efforts based on the lead’s information. 

From a Visitor to a Marketing Qualified Lead (MQL)

Using marketing automation tools can help you get insights about the lead’s behavior, like;

  • When the lead converted,
  • How they interact with your content; and
  • Which offer they converted on

These insights enable you to build your marketing campaigns more targeted way, and you can take the most appropriate actions. 

As you nurture the leads well, they are more likely to become an MQL. Thus, they progress through the marketing funnel faster.

From a visitor filling out a form on your landing page to accessing your content, it’s a win-win situation for both the visitor and the company. While the visitor gets access to valuable content, you get valuable information about the visitor, which can later be used to build your marketing campaigns. 

Components of the Conversion Process

Converting a visitor to a lead revolves around a few main components, the first being the landing page. Besides, a few more assets work together to complete the process successfully.

Call to Action (CTA)

CTA buttons prompt a specific action that a visitor must take. For example, they tell the visitor where to click to access the offer or reward. 

Relevant and prominent CTAs on website landing pages significantly ensure a successful conversion. The more your CTA aligns with the landing page content, the more likely it is for the visitor to convert. 

Landing Page

The next asset in the conversion process is the landing page itself. It is home to the form your visitor must fill out to access the offer. The primary purpose of a landing page is to explain the offer, mention its benefits, and encourage visitors to take action. 

Thank You Page

“Thank you” messages are mandatory on your landing pages. However, you should also direct your new lead to a dedicated “thank you” page. Ensure that your “thank you” page contains a “download” button for the leads to download your offer. 

Further, you can also push the lead down the funnel by redirecting them to a secondary offer (webinar, podcast, case studies) using specific CTAs on the page. 

What Do You Need Before Creating a Landing Page?

Are you planning to build the perfect landing page? Then, you must do some groundwork before working on your landing page. Make sure you have completed your background research to build your landing page effectively.

Here are a few things you must cover before you get down to building your landing page. 

The Buyer Personas

Buyer personas define the characteristics or attributes of your ideal customers. Define your buyer personas based on market research and existing customer data. Once you get insights into your customer behavior, prepare the buyer personas.

When building your landing page, choose any one of the personas (if there are multiple) and build a targeted landing page for them. If you try to target multiple personas, it will reduce the chances of conversion. When your efforts focus on one persona, your conversions will increase drastically. 

The Offer

What are you offering to your visitors? It may be an eBook, a guide, a webinar, templates, checklists, a comparison list, or anything informative and downloadable. Your offer must be something different than your products and services. Make sure your offer addresses a specific pain point in your buyer's experience and is aligned with the stage of the buyer's journey. 

The Buyer’s Journey

Plan your content based on the buyer’s journey. Make sure that each stage of your buyer’s journey has relevant content that pushes the lead further down the funnel, ultimately encouraging them to purchase. 

Here’s a detailed explanation of the buyer’s journey stages.

Awareness stage – At this stage, a buyer researches to understand their pain points and solutions. eBooks, how-to guides, and white papers are the most relevant content for the awareness stage. Hence, you can create this content to target the people at the awareness stage.

Consideration Stage – At this stage, prospects understand their problem and compare different solutions to find the best solution to resolve their issue. They try to understand what they can do to solve their problem. The ideal content for this stage is webinars, videos, product comparisons, and more.

Decision Stage – Also known as the Intent stage, at this stage of the buyer’s journey, the prospect knows the strategy and approach to resolving their problem. They research various products and services to find the right for their business. Case studies, demos, and product information are the most relevant content type for the prospects at this stage. 

How to Build a Great Landing Page?

Think about your end game before building your landing page. What is it you want to achieve? More demos? Growth in your email list? Selling a product? Event promotion?

Once you know your target, start preparing to build your landing page. While there are several tools to help you build landing pages, you must remember a few key details. So, to get your landing page right the first time and achieve the 9.7% average conversion rate, here are a few must-follow steps.

Start with a Strong Headline

Headlines hook potential buyers. So, to make your users read the rest of your landing page content, a catchy headline is a must. 

You have less than 15 seconds to capture your user’s attention. Convey your landing page and what you can offer the reader. Less than 10 words are preferable for the headline, but up to 20 also works fine. 

Use a Subheading

An effective subheading makes visitors stay on your landing page. For best results, place your subheading under your headline to complement the headline and give your visitors more insight into what you offer.

Use persuasive words and address any common doubts readers might have in your subheading.

Add Relevant Visual Elements

Visuals help readers retain information. So, for a better user experience, add relevant and meaningful visual elements to your landing page. 

When choosing images for your landing page, consider their purpose and choose relevant images. For instance,

  • if the purpose of your landing page is to sell a product, add a picture of your product.
  • if you are offering a service, add an image of something relevant to your service.

Invest in high-quality images that are clear and place them in proper positions in relevant places. 

Create an Informative and Valuable Landing Page Copy

After a strong headline and an effective subheading, ensure that your body copy is informative and relevant to the readers. Create value-added content. Use simple words and short sentences. Additionally, write the way you speak. It will help your brand to connect with the users. 

Make sure that the content complements the visuals and talks about addressing the users’ pain points. Addressing your buyer’s fears or pain points on landing pages can boost conversion rates by 80%.

Here are three questions you must address through your landing page.

  • What makes your product/ service different from the competition?
  • How can your product/ service benefit the customer?
  • How will your product/ service change the way of doing business?

Add Trust Signals Where Relevant

Establishing trust within 15 seconds is tricky. But trust signals can help us do it. 

Fender social proof example


Adding trust indicators on your landing page serves as endorsements for your brand reputation. These might include:

  • Customer reviews,
  • Trust badges,
  • Statistics and data,
  • Awards and recognition, and
  • Logos of your client companies. 

Insert Prominent CTAs

A strong CTA button is one of the most important elements of your website landing screen. CTAs encourage visitors to take the desired action and help you achieve the goal of the landing page.

Here are a few tips to keep in mind when designing your CTAs.

Place your CTA in a prominent position. Your CTA must be visible to the users. Visitors should not have to scroll down in search of the CTA button. 

Make your CTA stand out. Use a bright color scheme to make your CTA stand out from the rest of your landing page elements. Also, keep the size bigger and the text bold.

Create an action-oriented copy. Your CTA should prompt users to take action. They must convince users that they are getting something in exchange for the information they provide. Also, personalized CTAs convert 202% better than the default ones. So, ensure you focusing on the CTA copy.

Perform A/B Testing

Track your landing page once you have built and sent it to the world. Use Google Analytics to see how the landing page elements are performing and how users respond to it. Run A/B testing to identify elements that are doing great and those that need improvement. Running A/B tests at regular intervals will help you improve your landing page. 

Landing Page Best Practices

There’s no doubt that landing pages are perfect for boosting conversions. But you must follow a few best practices when building landing pages to drive maximum results.

Create a gripping headline. Your landing screen headline must attract visitors’ attention immediately and make them interested in the content. As the headline is the first thing your audience will notice, ensure that it creates a good first impression.

Create informative and short content. Your landing page copy must be valuable yet brief and accurate. Write copies that are concise but convey the value proposition in the right way. 

Conduct a blink test for your landing page copy. According to the blink test, your landing page must convey your message and value before the visitor blinks. That means you get 3-5 seconds to communicate your message. Not doing so might result in losing a conversion. 

Add bullet points. Your landing page content needs bullet points instead of paragraphs. Bullet points highlight the text and make it more visible to the audience. It keeps the reader engaged. Avoid lengthy paragraphs, as they may distract the readers.

Add images, icons, and testimonials. Engaging images draw visitors to your landing screen. Also, images make the pages look more attractive and detailed. 

Further, add social icons on the landing page to make sharing the landing page convenient. However, ensure that the icons open in a new tab to avoid redirecting your audience away from the page.

Testimonials are another way to engage visitors and win their trust. So, provide relevant testimonials where necessary. Ensure the testimonial directly relates to the offer you’re highlighting on the lading page. 

Landing Pages: FAQs

What should I include in a landing page?

An effective landing page that generates more leads includes a few specific elements:

  • A headline
  • Offer description/ value proposition
  • Relevant images and videos
  • Social proofs (reviews and testimonials)
  • A web form to capture visitor’s data

How is a landing page different from a home page?

Home pages and websites are designed for visitors to explore the different web pages. On the other hand, landing pages are customized to a specific offer or marketing campaign to assist visitors and prompt them to take action. In short, landing pages are specifically designed for conversion. 

How do I create a landing page?

Several landing page builders can help you create a landing page of your choice. They enable you to add images, videos, icons, and texts on your landing page without coding. Further, using these tools, you can test different content on your landing screen, edit them, and use their best versions to increase conversions.

Why do I need a landing page?

Landing pages attract a targeted audience as they are dedicated to a specific campaign or offer. They effectively target each customer segment by offering lead magnets in exchange for customer information. Also, they keep visitors engaged, preventing distractions and boosting conversions greatly.  

Make your Conversion Process Seamless with RevenueHero

Your digital marketing strategy is incomplete without landing pages. They are one of the best instruments to attract potential leads, engage them, and move them down the sales funnel

Together, your landing pages and RevenueHero can drive the best results for your business. The instant lead qualification software can capture leads from your landing pages, qualify, and route them automatically to the right sales reps. Further, you can also schedule meetings right on your website with RevenueHero. 

That’s why start building an effective landing page strategy and schedule a demo with us immediately!

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Assign meetings to the best rep right on your landing page

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