Nothing converts visitors into leads or customers better than a strong landing page. Unlike a website’s homepage, which encourages exploration, a landing page guides users toward one clear action, like submitting a form, making a purchase, registering for an event, or downloading a resource.
Designing an effective landing page requires a blend of strategic copywriting, clean layout, and tested user experience patterns. In this article, we will discuss exactly what landing pages are, why they matter, and how you can build high‑converting pages using proven tips and real‑world examples.
Main takeaways from this article:
- A landing page is a dedicated page built for a single marketing goal to avoid distractions.
- There are several types of landing pages, such as lead gen landing pages, click‑through landing pages, thank you landing pages, sales landing pages, and webinar registration pages.
- Landing pages outperform general website pages by removing navigation, focusing visitor attention, and featuring one clear CTA.
- High‑converting pages share elements like compelling headlines, benefit‑driven copy, social proof, and optimized form fields.
- Continuous testing (A/B tests) and data‑driven tweaks improve performance over time.
What is a landing page?
A landing page is a standalone web page created specifically for a marketing campaign. It’s the page a visitor “lands” on after clicking a link in an email, ad, or social media post.
In contrast to a general web page, which encourages exploration, a landing page prompts a single, clearly defined action via a call to action (CTA). This CTA is the desired action you want visitors to take, such as filling out a form, making a purchase, registering for an event, or downloading a resource.
According to WordStream, the average landing page conversion rate across industries is 2.35%. Businesses with over 40 landing pages generate 12 times more leads than those with just one or five landing pages.
Source: Backlinko
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Types of landing pages
There are many different types of landing pages, but they all have one thing in common: a specific goal. That goal can be anything from driving sales to generating leads. Here is a brief overview of the most common types:
1. Lead generation landing page
Also known as a squeeze page or opt-in page, the primary goal of a lead generation landing page is to collect visitor information, typically through a form. This information can include names, email addresses, phone numbers, and other relevant details.
Source: Sprout Social
These landing pages often offer something of value in exchange for the visitor’s contact information, such as an e-book, a webinar invitation, a free trial, or a discount code.
2. Click-through landing page
A click-through landing page aims to warm up visitors and provide them with enough information to persuade them to click through to another page, usually a product or service page where they can complete a purchase or learn more.
Source: Lumosity
These pages typically feature more detailed descriptions, benefits, and features compared to lead generation pages. The primary call to action is a button that directs users to the next stage of the conversion funnel.
3. Thank you landing page
A thank-you landing page is often overlooked, but it plays a significant role in the post-conversion experience. It is the page visitors see after completing the desired action, such as filling out a form or making a purchase.
Source: Apexure
A well-crafted thank you page confirms the conversion, provides next steps, and can offer additional engagement opportunities, like social sharing buttons or related content.
4. Sales landing page
Designed to generate sales, a sales landing page provides comprehensive information about a specific product or service. It typically includes compelling product descriptions, high-quality images or videos, customer testimonials, pricing details, and a prominent call to action to “Buy Now” or “Add to Cart.”
Source: Digital Marketer
These pages are often longer than other types of landing pages to address potential customer objections and provide all necessary information for a purchase decision.
5. Webinar registration landing page
Specifically created to promote and gather registrations for webinars or online events, these landing pages highlight the key benefits of attending, the topics covered, the speakers, the date and time, and a registration form.
Source: Search Engine Journal
These landing pages often include social proof, such as attendee testimonials from previous webinars, and a clear call to action to “Register Now.”
The difference between a landing page and a standalone web page
A landing page is a standalone web page, but not all standalone web pages are landing pages. The key difference lies in their purpose and design. Here’s a breakdown of the key distinctions:
1. Focused intent vs. general navigation: Landing pages remove distractions
The primary distinction is the intent behind the page. A general web page is designed for exploration and serves various purposes, such as providing information about your company, showcasing different products or services, offering customer support, or hosting blog content.
A landing page is laser-focused on a single conversion goal. Every element on the page is strategically designed to guide the visitor toward completing the specific call to action.
2. No nav bar, fewer links, one clear CTA
A high-converting landing page usually doesn’t include a traditional website navigation bar, which prevents visitors from clicking away to explore other parts of the site before completing the intended action. The number of external links is also low, keeping the focus firmly on the call to action. There is usually one primary and prominent CTA that aligns directly with the campaign goal.
A general web page includes a website navigation bar and provides a variety of menus and links to other parts of the site that encourage clicks from one page to another.
3. Designed for performance (conversions), not exploration
Unlike general web pages that prioritize information dissemination and brand building, landing pages are built for immediate results and measurable outcomes.
The entire design and content of a landing page are geared toward maximizing conversions. This includes compelling headlines, persuasive copy, relevant visuals, social proof, and a clear and enticing call to action.
A quick comparison of the landing page with other pages
| Feature | Landing Page | Homepage | Product Page | Blog Post |
| Primary goal | Conversion (form submit, sale, signup) | Site exploration and brand introduction | Product education and purchase decision | Inform and engage readers |
| Navigation | No or minimal navigation | Full site navigation | Main menu + related products | Main menu + related articles |
| Call to action | Single, prominent CTA | Multiple CTAs (subscribe, explore, shop) | “Add to Cart” + cross‑sells | “Read next,” “Subscribe,” “Share” |
| Content focus | One campaign offer | Overview of brand/services | In‑depth product details | Topic‑focused educational content |
| Performance measurement | Direct attribution to the campaign | Broad engagement and bounce rate | Sales conversions + add‑to‑cart rate | Pageviews, time on page, social shares |
Key use cases for landing pages in marketing and lead generation
Landing pages are versatile tools that can be deployed across various marketing initiatives to achieve specific objectives. They typically do the following:
1. Support paid ad campaigns
When running paid advertising campaigns on platforms like Google Ads or social media, sending traffic to your homepage is often a missed opportunity.
A dedicated landing page that directly aligns with the ad’s message and offer can greatly improve conversion rates. For example, if your ad promotes a specific e-book, the landing page should focus solely on that e-book, with a clear call to action to download it.
2. Grow your email list
Offering valuable content or incentives in exchange for email addresses is a common and effective lead generation tactic. Landing pages designed for this purpose typically feature a compelling headline, a brief description of the offer (a free guide, checklist, or template), and a simple form to capture email addresses.
3. Promote new products, services, or campaigns
Launching a new product or service requires focused attention. A dedicated landing page can highlight its key features, benefits, pricing, and early bird offers, driving initial sales and generating excitement. Similarly, for specific marketing campaigns, such as contests or limited-time promotions, a landing page provides a central hub for information and participation.
4. Deliver free resources or lead magnets
Offering valuable resources like whitepapers, case studies, or free trials is an excellent way to attract potential customers and establish thought leadership. A landing page dedicated to these lead magnets allows you to clearly articulate their value and collect contact information in exchange for access.
Elements of a high-converting landing page
A successful landing page is carefully constructed with various design and content elements that capture attention, build trust, and motivate visitors to convert. Here are some crucial components.
1. A compelling headline
Your headline is the first thing visitors see, and it needs to grab their attention immediately and communicate the value proposition of your offer. It should be concise, benefit-driven, and align with the expectations set by the referring link (e.g., the ad or email).
2. Clear and persuasive subheadlines
Subheadlines break down the main points and provide further context and detail about the offer. They should elaborate on the headline’s promise, further engage the reader’s curiosity, and highlight key benefits or solutions. This establishes a compelling reason for continued engagement, guiding visitors deeper into the page.
3. Eye-catching visuals or hero images
High-quality images or videos can dramatically enhance the visual appeal of your landing page and help communicate your message more effectively. Choose visuals that are relevant to your offer and resonate with your target audience. The “hero image” is the primary visual element that often appears prominently at the top of the page.
4. Social proof or testimonials
Building trust is crucial for increasing conversions. Including social proof, such as customer testimonials, reviews, ratings, or trust badges, can increase your credibility and reassure visitors that your offer is valuable.
5. Benefit-driven copy
Instead of only listing features, communicate how your offer will benefit the visitor. To attract your target audience, use clear and concise language that emphasizes the pain points you are addressing and the positive outcomes they can anticipate.
6. A single, prominent call to action
The CTA is the most critical element of a landing page. It should be clear, concise, action-oriented, and visually distinct. Use strong verbs and create a sense of urgency or excitement (e.g., “Download Now,” “Get Started Free,” “Register Today”).
7. Optimized form fields
If your landing page includes a form, keep it as short and relevant as possible. Only ask for the essential information needed to achieve your goal. Reducing the number of form fields can greatly improve conversion rates.
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Landing page best practices
Creating a high-converting landing page is an ongoing process that involves testing and refinement. However, adhering to some fundamental best practices can significantly increase your chances of success:
1. Incorporate keyword targeting
When creating your landing page content, ensure that the keywords you’re targeting in your marketing campaigns are naturally integrated into your headline, subheadlines, body copy, and even the page URL. This alignment enhances relevance for visitors arriving from specific searches or ads, reinforcing that they’ve landed in the right place and increasing the likelihood of conversion.
2. Match your message to the traffic source
It is crucial to maintain consistency between marketing materials (ads, emails, social media posts) and the landing page. The headline, offer, and overall message on the landing page should directly reflect what the visitor clicked on or was expecting. This alignment builds trust and reduces confusion, leading to higher conversion rates.
3. Focus on one goal per page
A high-converting landing page is laser-focused on a single objective. Avoid the temptation to include multiple offers or calls to action, as this can distract visitors and dilute the effectiveness of your primary goal. Each landing page should be designed to guide visitors toward completing one specific action.
4. Use contrast and whitespace for visual clarity
Employing visual hierarchy through the strategic use of contrast helps draw attention to key elements like your call-to-action button. Ample whitespace (negative space) around text and images improves readability, reduces visual clutter, and allows visitors to focus on the most important information and the desired action.
5. Place the CTA above the fold
While longer landing pages can be effective for complex offers, ensure that your primary call to action is visible without requiring visitors to scroll down. Placing the CTA “above the fold” maximizes its visibility and provides an immediate opportunity for conversion for engaged visitors.
6. Keep forms short and relevant
If the landing page includes a form, minimize the number of fields to only what is necessary to achieve your goal. Each additional field introduces friction and can decrease completion rates. Prioritize collecting essential information and consider progressive profiling for subsequent interactions.
7. Use urgency and scarcity when relevant
When your offer has a limited-time window or a finite quantity, strategically incorporating elements of urgency (e.g., “Limited Time Offer,” “Ends Soon”) or scarcity (e.g., “Only X Items Left,” “Limited Seats Available”) can motivate visitors to take immediate action and avoid missing out.
8. Make your content easy to share
If your landing page promotes valuable content or an engaging offer, include social sharing buttons to encourage visitors to easily share it with their networks. This can expand your reach and drive additional traffic to your page.
9. Encourage backlinks
While the primary focus of a landing page is converting visitors, strategically aiming for backlinks from reputable and relevant websites can indirectly benefit your marketing efforts. High-quality backlinks can improve your overall website authority and drive more organic traffic to your landing pages over time.
10. Enhance engagement with embedded video or motion
Incorporating relevant videos can be a powerful way to explain complex products or services, showcase benefits in a dynamic way, and build a stronger connection with your audience. Subtle animations or motion graphics can also be used strategically to draw attention to key elements and improve visual appeal.
11. Ensure a mobile-friendly, fast-loading design
With a significant portion of online traffic originating from mobile devices, your landing page must be fully responsive and provide a seamless user experience across all screen sizes. Additionally, optimize images and code to ensure fast loading times, as slow-loading pages can lead to high bounce rates and lost conversions.
12. Conduct A/B tests
Continuous testing is essential for optimizing landing page performance. Regularly test different variations of key elements like headlines, copy, visuals, and calls to action to identify what resonates best with your audience and leads to the highest conversion rates. Use the data gathered from these tests to make informed improvements over time.
Top landing page examples (and why they work)
In this section, we will break down specific real-world landing pages that successfully converted visitors to leads or customers. We will examine the design and content elements of these high-performing pages and discuss how you can integrate them into your own landing pages to improve their effectiveness.
A lead magnet opt-in page: HubSpot business blog marketing kit
View the entire page here.
What makes this landing page impactful:
- Compelling headline: “Blogging for Business Marketing Kit” is direct and communicates the value proposition. The subheadline further clarifies what the kit includes and its benefits (“Learn how to use your blog to fuel lead generation”).
- Clear layout: The page is well-organized with a prominent image of a laptop, bullet points highlighting the contents, and a straightforward form.
- Benefit-driven copy: The copy highlights the benefits of using the kit, such as attracting more traffic and generating leads.
- Prominent CTA placement: The orange “Download Now” button stands out against the white background and is placed strategically above the fold.
A webinar registration page: Neil Patel’s “The Future of Organic Traffic” webinar
View the entire page here.
What makes this landing page impactful:
- Direct headline: The headline clearly states the topic (“The Future of Organic Traffic”).
- Detailed information: The page includes details about the webinar content, speakers’ credentials, and a form to fill out.
- Visual appeal: A professional image of the speaker adds credibility and a personal touch.
- Clear call to action: A prominent button with action-oriented text like “Watch Now” is placed strategically.
A product sales page: MasterClass annual membership
View the entire page here.
What makes this landing page impactful:
- Compelling headline: Direct and instructive headline (“Choose an Annual Membership”).
- Detailed copy: The page highlights the different membership plans and their specific details.
- Clear pricing and value proposition: The pricing options are presented, emphasizing the value of an annual membership.
- Prominent CTA placement: “Continue” is strategically placed at the bottom of the page.
- FAQ content: The page provides information to address commonly asked customer questions.
A click-through landing page for a free trial: Adobe Creative Cloud
View the entire page here.
What makes this landing page impactful:
- Clear headline: “Get a free trial of Adobe Creative Cloud All Apps for teams” clearly states the offer.
- Visual showcase: Images and icons of the various apps included in the Creative Cloud demonstrate the product’s breadth visually.
- Benefit-oriented subheadline: The subheadline highlights key benefits: “Try 20+ apps including Adobe Photoshop, Illustrator, and Acrobat Pro. Your 14-day free trial comes…”
- Streamlined path to trial: The primary CTA “Start free trial” is prominently placed.
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How to test and optimize landing pages over time
Like other pages on a website, landing pages must be optimized for optimal performance. However, optimization is not a one-time task. By continuously testing different elements and analyzing the results, you can identify what works best for your audience and improve your conversion rates over time.
1. Key elements to test
- Headlines: Your headline is the first point of contact and greatly influences whether a visitor stays or leaves. Test different wording, lengths, clarity, and value propositions to see which resonates most strongly and encourages further engagement.
- CTA copy: The text on the call-to-action button is critical for driving clicks. Experiment with different action verbs, phrasing that emphasizes benefits, and levels of urgency or exclusivity to identify the most compelling options.
- Button color: It may seem insignificant, but the color of the CTA button can impact its visibility and click-through rate. Test contrasting colors that stand out against your page’s design to see which attracts the most attention.
- Layout: The arrangement of elements on your landing page can affect how visitors perceive and interact with your content. Test different layouts, the placement of your form, the order of information, and the use of visual hierarchy to optimize flow and clarity.
- Images: Your visuals should be relevant, high-quality, and supportive of your message. Test different hero images, product shots, or even the absence of certain images to see which resonates best with your audience and contributes to conversions.
2. Metrics to monitor
- Conversion rate: This is the most crucial metric, representing the percentage of visitors who complete your desired action (e.g., form submission, purchase, registration). Tracking changes in conversion rate after implementing tests directly indicates the effectiveness of your optimizations.
- Bounce rate: A high bounce rate suggests that visitors are leaving your page quickly without interacting. Monitoring this metric after changes can indicate if your new elements are more or less engaging or if there are issues with relevance or clarity.
- Time on page: The amount of time visitors spend on a landing page can provide insights into their level of engagement with your content. Significant drops or increases after a test can help you understand how changes are affecting user interest.
- Click-through rate (CTR): For pages with a primary call to action leading to another step (e.g., a click-through to a product page), monitoring the CTR of that button helps you understand how effectively a landing page is persuading visitors to take the next step.
- Form completion rate: If your landing page includes a form, tracking the percentage of visitors who start and successfully submit it is vital. A low completion rate might indicate issues with form length, required information, or clarity of instructions.
- Scroll depth: Analyzing how far down the page visitors scroll can provide insights into which sections of your content are most engaging and where they might drop off. This information can help you optimize the placement of key information and your call to action.
How to create a landing page in GetResponse
At GetResponse, we’ve built a marketing automation platform that provides a user-friendly interface and a range of features for building and managing landing pages. Here’s how you can create effective landing pages using our platform:
1. Choose a template or start from scratch
Navigate to our library of pre-designed templates for various purposes (lead generation, sales, and webinars). You can select a template that aligns with your campaign goal or start with a blank canvas for complete customization.
2. Customize the layout with drag-and-drop blocks
Source: ninjasites
The platform’s drag-and-drop editor is built to empower marketers to effortlessly structure their landing pages.
Choose from a variety of pre-designed content blocks, including text sections, image placeholders, video embeds, form areas, and call-to-action buttons, and arrange them on your page in a way that best showcases your offer and guides visitors toward conversion.
3. Add your content (headline, copy, images, CTA)
Populate your landing page with compelling content. Create a clear and attention-grabbing headline that immediately communicates the value proposition. Write a persuasive body copy that highlights the benefits of your offer and addresses your audience’s needs.
Make use of high-quality visuals that are relevant to your message and visually appealing. Finally, create a prominent and action-oriented call-to-action button that encourages visitors to take the desired step.
4. Embed a form to capture leads
If your goal is lead generation, seamlessly integrate a customizable form onto your landing page. Our platform allows you to easily add various form fields to collect information, including names, email addresses, and other relevant details. You can design your form to align with your brand and optimize it for higher conversion rates.
5. Set up automation for email follow-ups
Enhance your lead generation efforts by setting up automated email follow-ups directly within the GetResponse platform.
Once a visitor submits their information through your landing page form, you can trigger automated email sequences to nurture those leads, provide further information, deliver promised resources, and guide them through the marketing funnel.
6. Preview and optimize for mobile
Before publishing, ensure the landing page looks and functions flawlessly across all devices. Our preview feature allows you to see how your page will appear on desktop, tablet, and mobile screens.
Take advantage of our mobile optimization tools to make any necessary adjustments to ensure a seamless and user-friendly experience for your mobile visitors.
7. Publish and integrate with your campaign
Once you’re satisfied with your landing page’s design and content, publishing is a breeze. You can host your landing page on a GetResponse subdomain or connect it to your custom domain for a branded experience.
Seamlessly integrate your landing page with other marketing campaigns, such as email marketing, social media promotions, and paid advertising.
8. Track your results
Monitor your landing page’s performance using our built-in analytics tools. Track key metrics such as conversion rates, bounce rates, and visitor behavior to gain valuable insights into what’s working and identify areas for improvement. Use this data to test and optimize your landing pages for better results.
Build and optimize landing pages with GetResponse
A landing page is not just a focused web page designed for a specific marketing goal; it propels your business forward with a singular call to action that drives desired actions. By understanding the different types, key elements, and best practices for creating and continuously testing landing pages, you can enhance your campaigns’ effectiveness and achieve higher conversion rates.
GetResponse offers a one-stop platform for marketers to build, customize, and optimize high-converting landing pages. With a wide array of templates, a user-friendly drag-and-drop editor, seamless integration with other marketing tools, and built-in analytics, GetResponse empowers you to create impactful landing pages that capture leads, drive sales, and help you achieve your unique marketing objectives.
Try GetResponse’s tools for free.
FAQs
Why do I need a landing page?
Instead of spreading conversions out over a website, landing pages focus on specific marketing goals, such as capturing an email, driving a sale, or registering attendees, so you can measure and optimize results without distraction.
What’s the easiest way to create landing pages?
The easiest way to create landing pages is to use drag‑and‑drop landing page builders, such as those provided by platforms like GetResponse or Unbounce. You choose a prebuilt template, customize the copy and visuals, and then publish.
Why is my landing page not converting?
Common issues for landing pages not converting include unclear CTAs, too many form fields, mismatched ad‑to‑page messaging, slow load times, or lack of social proof. Review each element, run A/B tests, and optimize based on performance data.
