A critical tool for promoting your brand, landing pages have a lot of power in driving conversions. By using a landing page, you can precisely target your audience and guide them through the sales funnel.


What is a landing page?

It is a standalone web page created to achieve one goal: conversion. This page can appear in response to clicking on a search engine optimized result, email marketing campaign, social media campaign or online ad.

Landing pages entice users to click on a strategic call-to-action such as “Get Started,” “Subscribe,” or “Buy Now.” In that way, they persuade users to convert, whether that’s by signing up for a free trial, subscribing to a service or making a purchase.


Types of Landing Pages

  • Lead generation: Also called a “lead gen” or “lead capture” page, this mini-site generates leads by collecting information about your audience. It typically includes a form where visitors can submit their contact information, allowing you to follow-up over email and continue the line of communication.
  • Clickthrough: This type of landing page takes users to a sales or subscription page. It typically has a CTA that sends visitors directly into the checkout flow, nudging them to buy or subscribe.


When to Use a Landing Page

  • Directing users to your product
  • Offering a free trial
  • Capturing leads from a blog post
  • Obtaining newsletter subscribers
  • Getting event registrations
  • Creating user memberships