What is a landing page?

Regardless of your role in marketing, sales, or product design, you likely understand the importance of a well-crafted landing page. Landing pages are standalone websites designed to generate leads or sales, ultimately helping to increase revenue. Unlike typical web pages, landing pages have a singular call to action (CTA) and are often tied to specific marketing or advertising campaigns. Due to their focused nature, landing pages adhere to a set of best practices.

Landing pages vs. homepages

A typical homepage or general website includes a full navigation bar with numerous links throughout the page leading to other content. A good landing page, on the other hand, should have minimal links or multiple links all directing to the same action. By limiting distractions, such as multiple CTAs, a landing page can increase conversions.

The primary goal of your brand's homepage differs from that of a landing page. While a homepage showcases your brand's personality, allows exploration of various features, and provides access to blogs or support articles, it may not directly lead to product purchases. This is where landing pages come in.

Since landing pages are linked to specific campaigns, users typically arrive with prior knowledge about your product or service. Detailed campaigns directing users to user-friendly landing pages result in high-quality leads genuinely interested in your offering.

Best practices for creating a landing page

What constitutes an effective landing page? Overall, it should be clear, and concise, and guide users toward the main CTA. In terms of copy, your landing page should convey a single clear message. The header should promote the desired action, while also explaining the benefits of taking that action.

Visual design should remain simple on a landing page. Unlike a homepage, this is not the place for extravagant brand elements or complex design. Avoid distractions that may divert visitors from completing the main action.

CTAs on landing pages are typically buttons, sometimes accompanied by an input field for collecting user information. To ensure these buttons are clicked, they should stand out visually, with clear contrasting colors against the background and straightforward copy. For example, if the desired action is to book a demo, the CTA button should clearly state "Book a demo."