Landing pages are where customers arrive after clicking your sponsored search results, promotional emails, ads, or links. Their single purpose is to prompt specific visitor actions—from showcasing products to collecting subscriptions or booking appointments.
When effective, landing pages generate leads and conversions. However, selecting the right type for your campaign depends on your specific needs. Do you want new email subscribers? Are you launching a product? Or thanking your customers?
To help you choose, we’ll examine two categories: goal-oriented and website-based landing pages.
Goal-Oriented Landing Pages
Goal-oriented landing pages are standalone pages built to achieve specific marketing goals and increase conversions. If you’re looking to buy traffic, these are the advertising landing pages to use.
These pages usually stand apart from your main website (standalone landing pages) and focus on getting visitors to complete one clear action. They might help you collect email addresses, sell products, or promote upcoming events.
These landing pages are designed with success measurements in mind and typically have few distractions, clear messages, and obvious buttons that tell visitors what to do next.
Most visitors reach these pages through ads, emails, or other marketing campaigns, making them powerful tools for your marketing efforts.
Lead Capture or Lead Generation Landing Pages
A lead gen landing page’s primary purpose is to convert potential customers into leads by exchanging valuable service for their contact information. And we’re not talking about a simple first name and email address here—we’re talking about more information that will help the business qualify the lead or the customer as worth pursuing.
Lead generation landing pages help you collect detailed information from people who need your services, especially for business services (B2B) and professional services for individuals (B2C).
We have to make this crystal clear: Lead Capture Pages is different from Lead Magnet Pages.
What makes lead generation pages different is how much information they collect. While lead magnet pages might just ask for an email address, professional lead generation forms often ask for:
- Full name and contact information
- For businesses: Company name, job title, industry, and company size
- For individuals: Service needs and timeframe
- Budget range or service level interest
- Specific problems or needs
- How they prefer to be contacted
- Previous experience with similar services
- Location
- Other segmentation information
These pages work well because they focus on solving real problems. When a company or person faces challenges that need expert help (like legal advice, financial planning, consulting, real estate, or specialized healthcare), they want to connect with qualified professionals. By showing how your services can solve their problems, you give them a good reason to share their information.
When to Use Lead Capture Landing Pages
Lead capture pages are most effective when you need detailed audience insights beyond basic contact information. It is maximized in three particular scenarios:
- ✅ If you are generating marketing-qualified leads with genuine interest in your product or service,
- ✅ If your sales/marketing teams require specific data based on the customer’s sales funnel position, and/or
- ✅ You are targeting both top-of-funnel leads and solution-aware audiences who can enter directly at the middle of the funnel.
Squeeze Pages
A squeeze landing page is a streamlined landing page designed to “squeeze” contact information—typically just an email address—from visitors in exchange for something valuable.
Unlike more complex lead capture landing pages, squeeze pages embrace minimalism with a clear headline, benefit-focused copy, and a prominent call-to-action (CTA).
The Advantage of Squeeze Pages Differ over Lead Capture Pages
While both types of landing pages collect visitor information, squeeze pages are distinctly more transaction-driven with less educational content. They are often brief and direct in their messaging.
Minimalist in design, typically with just an email sign-up form, squeeze pages are focused on quick, low-commitment conversions and are often devoid of navigation links or exit paths.
Squeeze pages are most effective when you want to rapidly grow your email list through incentivized downloads.
It works best when testing market interest in a potential product or resource and targeting top-of-funnel leads with low-commitment offers.
Sub-Types of Squeez Pages
While all squeeze landing pages share the core goal of capturing email addresses with minimal friction, they can be tailored to different specific purposes.
Two of the most common and effective types are Newsletter Landing Pages and Lead Magnet Landing Pages. Each offers visitors something valuable in exchange for their contact information, but they differ in what they promise and how they deliver value.
Lead Magnet Landing Page
Here, businesses typically offer something of value such as eBooks, whitepapers, digital items, and more in exchange for a potential customer’s personal information.
Once visitors join your mailing list, you can nurture them with valuable content and relevant resources until they’re ready to buy. These pages play a key role in your overall marketing strategy for email marketers.
Newsletter Landing Pages
Newsletter landing pages invite visitors to join your regular email updates. They highlight the benefits of your newsletter such as industry insights, tips, exclusive offers, or early access to content.
Effective newsletter landing pages clearly explain:
- How often subscribers will receive emails (weekly, monthly, etc.)
- What type of content they can expect to receive
- How the information will help them solve problems or stay informed
- Examples of past newsletter content or testimonials from current subscribers
Unlike lead magnets, these pages don’t offer immediate downloads but appeal to visitors seeking a longer relationship with your brand.
When to Use Newsletter Landing Pages
Use newsletter landing pages when building a loyal audience is more valuable than immediate conversions. They’re ideal for content-focused businesses, thought leaders, and brands with regular updates or industry news to share. Use these when your goal is sustained engagement rather than one-time transactions.
Best Practices for Squeeze Page
Effective landing pages should:
- Clearly communicate the value proposition
- Feature compelling, benefit-driven copy
- Maintain a clean, distraction-free design
- Include a single, prominent call to action
- Focus on quick conversion rather than education
Remember: People naturally guard their email addresses, so your offer must be enticing enough to overcome this hesitation. The key is presenting your gated content in a way that makes sharing contact information feel like a worthwhile exchange.
Sales Landing Page
A sales page is a detailed, persuasive web page that thoroughly presents a product or service. Unlike traditional landing pages, which prioritize brevity, these are usually long-form landing pages, so they leverage extended content to build a compelling case for conversion. High-converting sales pages often use proven frameworks that guide visitors through a structured persuasive journey.
The key components of a sales page are:
Essential Information
- Clear product details
- How people can use the product
- Why your product is special
- Videos showing how the product works
Trust Builders
- Comments from happy customers
- Reviews from other websites
- Real examples of success
- Answers to common questions
Sales Structure
- Buttons that tell people what to do next
- Easy ways to move around the page
- Simple way to buy
- Clear pricing and why it’s worth the money
When to Use Long-Form Sales Landing Pages
These pages are most effective when:
- ✅ Selling complex products requiring detailed explanation
- ✅ Marketing high-value items with significant investment
- ✅ Targeting B2B or technical audiences
- ✅ Needing to overcome multiple objections
- ✅ Building trust for substantial purchases
- ✅ Incorporating various media types
Best Practices for Sales Pages
Through a strategic content organization, you can build around a single, clear value proposition while addressing all potential customer pain points and structuring information logically. It should include multiple calls-to-action throughout and maintain engagement with varied content types.
Landing Page Experience is boosted by ensuring smooth navigation, optimizing page load speed, and making CTAs easily accessible.
Pro-Tip: In long-form sales pages, thoroughness trumps brevity. Your goal is to provide all the information a prospect needs to make an informed decision while maintaining engagement throughout the experience.
Product Landing Pages
The product landing page is a dedicated webpage designed to present a specific product or service. While similar to standard product pages on websites, these offer more details than regular product pages and focus on getting visitors to buy.
Key elements include:
Product Presentation
- Eye-catching headlines that address customer problems
- Good quality product images
- What makes your product special
- Clear descriptions and videos
Supporting Content
- Features and Benefits
- Customer reviews
- Comparison with other products
- Technical details and pricing
When to Use Product Landing Pages
These pages are ideal for
Focused Marketing and Content Flexibility. This includes targeting specific segments, creating dedicated conversion paths, and facilitating testing. It also allows for custom messaging, repurposing existing content, and deeper feature exploration.
They are best utilized when launching new products, offering product demos or trials, running targeted marketing campaigns, and promoting special offers.
Remember: A successful product landing page balances comprehensive information with clear conversion goals, making it easy for visitors to understand your product’s value and take action.
Click-Through Landing Pages
A click-through landing page is a strategic bridge between initial interest and final conversion. Rather than immediately pushing for a sale, these pages provide detailed information about your offer, building trust, and qualifying traffic before guiding visitors to take action.
As its name suggests, the goal of these landing pages is to encourage visitors to click-through. Clicking on the CTA to visit the next page in the funnel means these pages need to warm visitors up, get them ready for the action to be taken on the next page.
Pro Tip: Click-through pages relieve the pressure of direct selling by creating space for education and trust-building before presenting the purchase opportunity.
By encouraging data-driven decision-making through integrating with tracking tools (like Google Analytics, ClickFlare, and more), more insights into user behavior can be provided, potentially helping with the optimization of conversion paths.
Sub-types of Click-Through Landing Pages
There are different landing pages that you can use, all depending on how you plan on capturing your visitor’s attention (especially for cold traffic).
Each sub-type has unique strengths that can be leveraged for different business goals and traffic sources. Here’s a quick overview of the most effective varieties:
- Advertorials
These combine editorial content with promotional elements, mimicking the look of articles while subtly guiding visitors toward affiliate offers. They build trust through storytelling and education before introducing products or services.
- Video Sales Letter (VSL) or Video Landing Pages
VSLs use video as the primary medium to convey your message and connect emotionally with visitors. These video landing pages typically feature a prominent video with minimal supporting text and are particularly effective for complex products requiring demonstration.
- Comparison Landing Pages
Comparison pages present multiple related products side-by-side, highlighting differences in features, pricing, and benefits. They help indecisive prospects evaluate options and make informed choices while keeping them within your conversion funnel.
- Product Review Landing Pages
Review pages provide in-depth analysis of a single product, building credibility through detailed examination and personal experience. They work particularly well for higher-value products where buyers conduct thorough research before purchasing.
- Product Roundup Landing Pages
These showcase multiple products within a category, typically ranking them or organizing them by use case. They appeal to visitors still exploring options and help them narrow down choices based on specific criteria.
- Listicle Landing Pages
Listicles present information in an easily-digestible numbered list format, often covering related but diverse products. They maintain reader interest through variety while creating multiple opportunities for affiliate promotion.
🚀 Access 100+ High-Converting Landing Page Templates
Choose from a wide variety of goal-oriented and website-based templates to match your campaign objectives.
For a more comprehensive breakdown of each landing page type, including when to use them and how to optimize their structure for maximum conversions, explore our guide on how to create a landing page for affiliate marketing. While the article’s title focuses on affiliate marketers, you can still use these landing pages for your own business’s needs.
When to Use Click-Through Pages
These pages are most effective when:
- ✅ Selling high-value products or services requiring significant investment
- ✅ Addressing anticipated customer questions or concerns
- ✅ Operating with separate checkout and landing pages
- ✅ Targeting middle-of-funnel prospects
- ✅ Nurturing leads toward final conversion
Coming Soon or Pre-Launch Landing Page
A Coming Soon or pre-launch landing page is a strategic drumroll before your product launch. It is designed to generate excitement, collect leads, and build anticipation while your product or service develops. These pages are particularly popular in the SaaS industry for creating early momentum.
When to Use Pre-Launch Pages
These pages are particularly effective when you:
- ✅ Want to build awareness before launch
- ✅ Want to get email subscribers
- ✅ Have an engaged social media following to convert
- ✅ Need to test products with a smaller audience
- ✅ Want to validate market interest
- ✅ Plan to create launch-day momentum
Remember: The success of your pre-launch page often indicates the potential success of your actual launch. Use this opportunity to collect emails and build relationships with your future customers.
Event Landing Pages
Event landing pages help people learn about and sign up for both in-person and online events. These pages build excitement about upcoming gatherings while making it easy for people to register.
Unlike pages that mainly sell products, event pages tell visitors why they should attend and give them important information. Some pages simply share details about the event, while others let people sign up and pay for tickets.
Sub-Types of Event Landing Pages
Physical Event Landing Pages
Physical event pages promote in-person gatherings like conferences and workshops. They include location details, travel info, and what to expect.
These pages highlight why the event is special and the connections attendees will make. They typically feature maps, hotel options, and planning tools.
Online Event Landing Pages
Online event pages promote virtual gatherings like webinars and digital workshops. They emphasize the ability to join from anywhere and the value of the content.
These pages clearly explain technology requirements and provide simple joining instructions. Many include countdown timers to build excitement.
When to Use Event Landing Pages
Use event landing pages when you need to:
- ✅ Promote upcoming conferences, workshops, webinars or training sessions
- ✅ Build excitement and registrations for a specific date-based activity
- ✅ Collect attendee information and process registrations in one place
- ✅ Create urgency around limited-time or limited-space opportunities
- ✅ Provide all essential event information in a single, focused location
Event landing pages work best when you have a clear gathering (online or in-person) that requires advance registration or promotion to a targeted audience.
Best Practices for Event Landing Pages
When creating event landing pages, follow these proven tips to get more registrations:
- ✅ Use simple forms
- ✅ Show main speakers or features
- ✅ Make it work on all devices (in short, it must be responsive)
- ✅ Show social proof
- ✅ Offer different price options
- ✅ Add easy sharing buttons
Remember to include key elements like a simple sign-up process, clear event purpose, speaker highlights, exact date and location details, and a compelling reason that answers: “Why should I attend this event?”
Website-Based Landing Pages
Not all landing pages focus on conversions or leads. Website-based landing pages are key parts of your overall site structure.
These pages help your website function smoothly while still guiding visitors toward actions. Unlike goal-oriented pages, they often keep standard menus and support the overall user experience. They help visitors move between sections, provide important information, or assist when something goes wrong.
They’re considered landing pages because visitors reach them through direct actions like clicking links. Most require specific actions to access, unlike simply browsing the site.
While action is still important, these pages also focus on usability, brand consistency, and supporting your site’s overall function.
Homepage
Disclaimer: We don’t suggest using your homepage as a landing page.
But if you have a small budget or just want visitors to contact you about your services, a simple one-page homepage can work well. Essentially, it can function as your entire business’s lead generation landing page.
This works best for businesses that offer services and want people to get in touch rather than buy something right away. A good single-page homepage shows what your business does and makes it easy for people to contact you.
When using your homepage as a landing page, include these important things:
- A clear statement at the top explaining what you offer
- A short list of your main services
- An easy contact form or clear contact details
- Trust-building elements (like client logos or customer comments)
- A design that works well on mobile phones and loads quickly
Remember that this approach isn’t as powerful as having separate landing pages for different purposes. But for new businesses or those with simple service offerings, it can be a good way to use one page for multiple needs.
Splash Landing Pages
Splash landing pages are brief welcome screens visitors see before reaching your main content. They serve as quick gateways, not full landing pages.
These pages:
- Verify age for restricted content
- Request login for gated content
- Show important updates or promotions
- Offer language selection
- Announce new features
- Display event information
- Customize experience based on location
Splash pages focus on user experience rather than collecting data. They typically include simple click-through options instead of lengthy forms.
When to Use Splash Landing Pages
It makes sense to use splash pages in these situations:
- ✅ When you need to verify a visitor’s age for restricted content (like alcohol or adult websites)
- ✅ When you want to offer language selection options for international visitors
- ✅ When announcing important time-sensitive information or special events
- ✅ When showcasing a limited-time promotion or new product launch
- ✅ When you need to direct different types of visitors to specific sections of your site
- ✅ When creating location-based customization for your website experience
Unsubscribe Landing Pages
An unsubscribe landing page represents your final opportunity to engage with departing subscribers. While not the centerpiece of your email marketing strategy, these pages are crucial for regulatory compliance and maintaining positive customer relationships. It can turn goodbyes into opportunities.
When to Use Unsubscribe Pages
Use unsubscribe pages when you need to:
- ✅ Give subscribers control over their communication preferences
- ✅ Collect valuable feedback about why people are leaving your list
- ✅ Maintain a positive brand impression even as users disengage
- ✅ Comply with email marketing laws that require easy opt-out options
- ✅ Potentially save relationships by offering alternatives to full unsubscribing
Unsubscribe pages work best when you want to learn from departing subscribers while respecting their choices. A good experience here can lead to future re-engagement, while a difficult process damages your brand reputation permanently.
Best Practices for Unsubscribe Landing Pages
When creating your Unsubscribe Landing Page, consider these three tips:
- ✅ Make the Process Pleasant. Keep the interface clean and simple, maintain brand integrity, avoid manipulative tactics, and, most importantly, respect the user’s decision.
- ✅ Show Gratitude. Include a thoughtful thank-you message, acknowledge past engagement, and leave the door open for future interaction. This is how to end the relationship positively.
- ✅ Learn from Departures. Use the feedback you accumulate to improve campaigns and address common concerns. Be open to constantly refining content strategy and enhancements to the overall email program.
Thank You Landing Pages
Thank you pages are more than just confirmation messages—they’re chances to engage with interested leads. These pages appear after users complete actions like filling forms, making purchases, or downloading content.
Thank you pages help with:
- Converting marketing leads into sales leads
- Building relationships with new subscribers
- Establishing trust
- Moving users further down the sales funnel
On these pages, you can offer related products, show more resources, share videos, outline next steps, or include scheduling options.
When to Use Thank You Pages
Thank you pages work best right after someone takes action on your site. Use them when you want to confirm a successful action while building trust by showing clear details.
These pages help turn single interactions into multiple engagements by offering additional value, suggesting related products, encouraging social media connections, or sharing helpful resources.
They’re most effective when users are already engaged and looking for confirmation that their action was completed successfully.
Best Practices for Thank You Pages
To make the best of Thank You Landing Pages, do the following:
- ✅ Provide good landing page experience. Keep your messaging warm and clear, maintaining brand consistency while supporting easier navigation. Provide clear next steps and include contact information.
- ✅ For Conversion Optimization, add strategic calls to action when presenting relevant upsells.
- ✅ Include social proof to build trust, offer additional value, and enable easy sharing.
Remember: A well-crafted thank you page transforms a simple confirmation into an opportunity for deeper engagement, additional conversions, and stronger customer relationships.
Get Started Pages
When you sign up for a service or product, the get started page is often the first page you see after creating your account. This page helps new users understand how to use what they just bought or signed up for, which is why it is sometimes called the Onboarding Page.
Get Started pages show users the first steps they should take and the main features they can use. These pages are important because they help turn new users into happy, regular users.
When to Use Get Started Pages
Use Get Started pages when you need to:
- ✅ Help new users begin using your product or service quickly
- ✅ Make it easier for users to start with complex products
- ✅ Show users the first steps they should take
- ✅ Turn trial users into regular users
- ✅ Focus on main features instead of showing too many options
- ✅ Make a good first impression about how easy your product is to use
Get started pages work best when your product has many features but you want users to find value right away. They work very well for software, apps, membership websites, or any product where the first experience matters for keeping users engaged.
Referral Landing Pages
A referral landing page is a specialized web page designed to welcome and convert visitors referred by your existing customers, clients, or strategic partners. These pages leverage trust and personal recommendations to generate leads.
Referrals are high-quality leads as they are more likely to become customers compared to other lead sources. And when someone is referred by a friend, they already trust your business more than if they found you through an ad, so make sure you make full use of your referral landing page!
Best Practices for Referral Landing Pages
Referral landing pages bring value through Targeted Reach and Customer Advocacy.
To improve Targeted Reach, connect with pre-qualified prospects through existing customer relationships. Use trusted networks to build connections and generate better leads.
For Customer Advocacy, show you value your relationships. Encourage brand support, offer rewards for referrals, and build community engagement.
Use Clear Messaging with direct communication and transparent rewards. Include simple calls to action and clear value statements.
Build Trust through social proof, success stories, clear reward explanations, and program benefits.
When to Use Referral Landing Pages
Use referral landing pages when you want to:
- ✅ Grow your customer base through trusted recommendations
- ✅ Reward existing customers for their loyalty
- ✅ Reach potential customers who might not find you through other channels
- ✅ Build a community around your brand
- ✅ Lower your customer acquisition costs
- ✅ Create word-of-mouth marketing
These pages work best when you have satisfied customers willing to recommend your business to others.
Pro Tip: The success of referral landing pages lies in their ability to convert trust into action. Keep the process simple, the rewards clear and easy to claim, and the value proposition strong.
About Us Pages
About Us pages help visitors learn who you are and why they should trust your company. People usually find these pages by clicking links in emails, social media posts, forums, or from your website menu.
These pages work as landing pages when a company wants to introduce themselves before asking people to buy something. A good About Us page tells your company’s story in a way that builds trust with visitors.
When to Use About Us Pages
Use About Us pages when you need to:
- ✅ Tell your brand’s story and share your company history
- ✅ Build trust with new visitors who want to know who’s behind the website
- ✅ Highlight your team members and their expertise
- ✅ Explain your company values and mission
- ✅ Differentiate your business from competitors
- ✅ Add a human element to your online presence
- ✅ Support other marketing efforts that reference your company background
About Us pages perform best when transparency builds credibility with your audience. They’re particularly valuable for service-based businesses, small companies, and brands where the people behind the product are as important as the product itself.
Best Practices for About Us Page
Effective About Us pages include:
- ✅ The story of how your company started
- ✅ What your company believes in and stands for
- ✅ Your team’s experience and qualifications
- ✅ What makes your company different from others
- ✅ Where your company is going in the future
When used as a landing page, an About Us page should include clear next steps for visitors, like contact buttons or links to your products. The goal is to first build a connection with visitors through your story, then guide them toward taking action.
Many visitors check About Us pages before deciding to work with a company, making these pages important even though they don’t directly sell products.
404 Landing Pages
A 404 page turns an error into an opportunity to engage visitors and show your brand personality. Instead of just announcing a missing page, it can create a meaningful interaction.
Though you don’t intentionally send visitors here, these pages are important. They maintain brand consistency, create memorable experiences even at dead ends, guide users back to valuable content, and reduce bounce rates.
When to Use 404 Pages
Use 404 pages when you need to:
- ✅ Turn potential negative experiences into positive brand interactions
- ✅ Keep visitors on your site when they encounter missing content
- ✅ Guide lost users back to valuable parts of your website
- ✅ Show your brand personality even during error situations
- ✅ Provide helpful navigation options to prevent user frustration
- ✅ Reduce bounce rates from broken links or mistyped URLs
- ✅ Create a memorable moment out of what could be a disappointment
404 pages are essential for every website, as errors will inevitably occur from old links, user mistakes, or site changes. A well-designed 404 page works best when it clearly explains the problem, maintains your brand voice, and offers multiple ways for users to continue their journey on your site.
Best Practices for 404 Landing Pages
Focus on User Experience and Brand Enhancement. Inject personality into design and brand-appropriate humor when possible. Ensure mobile responsiveness and include helpful resources while creating memorable interactions that turn frustration into delight.
Pro Tip: A well-designed 404 page transforms a potential point of frustration into an opportunity to strengthen brand relationships and guide users to valuable content. It’s an opportunity, so don’t waste it!
Master Your Landing Page Arsenal
Each of these types of landing pages serves a specific purpose in your marketing funnel. The numerous key features and optimized segments significantly affect your advertising, which also affects your conversion.
The secret lies in the ability to discern and choose the right format for your goals and tailor it to your target audience. The next time you want to create a landing page, consider your campaign aims specifically.
