What Is a Landing Page?

If you’ve ever worked on a marketing campaign, you know how important it is to drive results. Landing pages help you do just that. They’re a powerful yet simple way to encourage specific actions that support your marketing goals.  

Let’s take a closer look at what landing pages are, common types of landing pages, and why you should use them. 

What is a landing page?

A landing page is a singular page on your website that has a specific purpose, typically for marketing reasons. They are also usually the first page someone sees or “lands” on after clicking on something within a marketing campaign. That can be a paid ad, search engine result, or promotional email.  

Unlike other pages on your website, landing pages strive towards one end goal or call to action. Usually, that’s turning the visitor into a lead or customer. This means your landing page must focus on one thing, such as: 

• Your email newsletter 
• A whitepaper, ebook, or other digital resource 
• A masterclass or workshop with limited seats 

You wouldn’t use a landing page to present multiple events or products or to explain your brand story. Landing pages must have one clear call to action. 

What’s the difference between a landing page and a homepage?

Both a landing page and a homepage might be the first page someone sees when visiting your website. However, they serve different purposes. 

As mentioned, a landing page has a singular focus and goal. It eliminates all other noise. But your homepage is designed to be a path to information for visitors. It guides visitors toward the information they seek, such as your services or blog. For this reason, a homepage will have many links to different pages–there isn’t one singular call to action. 

Here’s a landing page example from Klaviyo, which is on-brand and looks similar to their homepage: 

And here’s a part of their homepage, which has more links and information:

Types of landing pages 

Landing pages are versatile. You can use them for many purposes, but here’s an overview of the most common ones. 

Lead generation page

By far the most common type of landing page, lead generation or lead capture pages aim to get more leads (potential customers’ contact information) in exchange for an offer. This offer can be a webinar, guide, or other asset. Lead generation pages usually focus on the benefits of the offer and ask for basic contact information such as name, company, and email address. 

Primary use: Getting more leads. 

Squeeze page 

Similar to a lead generation page, squeeze pages also obtain more leads. However, they usually contain less information and content and get straight to the point. They typically ask for less information, too, requiring just an email address. 

Primary use: Getting email contacts. 

Click-through landing page 

A click-through landing page is designed to persuade visitors. It gives more information about a product or service. Sometimes, the call to action on these pages will take the visitor somewhere else to complete a signup or purchase. 

Primary use: Getting more signups or direct sales. 

Why should you use a landing page?

Imagine you want to increase email subscribers. To do this, you’ve decided to create free templates for anyone to use. But how do you share these templates and capture those leads? Use a landing page!

Besides lead generation, landing pages have many benefits, including:

• Increased conversion rates. When you send someone to a generic page on your website, it can be unclear what action they should take. A landing page makes the next steps clear and helps people take action. 
• Stronger user experience. People click on things they are interested in. If you’re running an ad on a free webinar, don’t send them to your website homepage where they won’t be able to sign up for the webinar. Send them to a decided landing page so they have exactly what they need. 
• Clear results. Since a landing page has one focus, it’s easier to see results and data, like how many people signed up with that form or visited the page. 

Ultimately, landing pages boost your marketing efforts with more robust, targeted messaging and a clear call to action. 

Make landing pages work for you 

Landing pages help a variety of people reach their marketing goals. They’re an excellent method for converting visitors into leads and customers in any industry. With one goal in mind, you can create your own landing page and make it work for you! 

If you’re looking for an easy way to do that, take a look at Kadence. Its powerful starter templates can get you up and running fast. Plus, you can use Kadence Blocks to create a unique experience for landing page visitors. 

Download it for free now to get started!