What Is a Landing Page? Examples + Best Practices

What Is a Landing Page?

A landing leafage is simply a webpage designed to transportation users to instrumentality a circumstantial action. For example, signing up for a newsletter, purchasing a product, oregon registering for an event.

Users often get astatine landing pages via a pay-per-click advertizing campaign. But they whitethorn besides find your landing leafage done your homepage, societal media posts, integrated hunt results, and email campaigns.

Both landing pages and your homepage are often the archetypal experiences visitors person with your website. But they service antithetic purposes.

Let’s spell implicit what makes them distinct. 

Homepage vs. Landing Page

A homepage contains wide accusation astir your company. 

It has navigation linking to different pages connected your site. And usually has aggregate calls to enactment (CTAs). Like ones encouraging visitors to browse the blog, research products and services, and motion up for a newsletter.

A landing page is simply a standalone leafage with a azygous CTA that encourages users to instrumentality a circumstantial action. Such arsenic purchasing a promoted product, filling retired a form, oregon downloading a resource. 

And landing pages don’t person overmuch (or any) navigation to different parts of your site. 

In short, landing pages are wherever you crook visitors into leads. Or leads into customers. 

Take a look astatine this landing leafage template arsenic an example. 

Notice that it has minimal navigation, a straightforward message, and a azygous (but prominent) CTA. In this case, the extremity is to get the visitant to motion up for thing similar a subscription oregon integer event.

Why Are Landing Pages Important?

Landing pages tin boost the effectiveness of your selling campaigns. Because your homepage and merchandise oregon work pages astir apt won’t make arsenic galore leads oregon conversions arsenic a dedicated landing leafage can.

Plus, landing pages:

• Provide targeted messaging that matches visitant expectations 
• Simplify run measurement with casual tracking and analysis
• Allow you to experimentation with antithetic elements (headline, CTA, etc.) without affecting your main website

To sum it up:

Landing pages supply a focused and optimized acquisition for your visitors. Which increases the likelihood of conversions to thrust amended results for your selling campaigns.

How Do Landing Pages Work?

A landing leafage should beryllium your visitor’s past measurement earlier they convert. (Become a pb oregon customer.)

That means landing pages are large for:

• Getting email signups
• Selling a merchandise oregon driving pre-orders
• Distributing selling materials (like ebooks and catalogs)
• Linking users to a downloadable app 
• Registering users for an event
• Scheduling a demo oregon income call

But landing pages are not truthful large for:

• Presenting respective antithetic products oregon services
• Linking to different pages connected your website
• Telling your institution story

Your visitors should get astatine your landing leafage arsenic a effect of the selling activities you usage that align with your goals. 

For example, they mightiness click connected your advertisement successful Google’s hunt results. Or a station connected societal media. 

Users tin besides beryllium directed to a landing leafage from your website itself. Like if you see a fastener successful a blog station that links to a merchandise leafage for a merchandise the nonfiction describes.

Types of Landing Pages

Landing pages tin beryllium classified into 2 main types: Lead procreation landing pages and click-through landing pages.

Lead Generation Landing Pages

Lead procreation landing pages are designed to seizure visitant accusation similar names, email addresses, and/or telephone numbers. Often successful speech for a escaped connection oregon assets similar an ebook, whitepaper, oregon webinar.

These pages typically diagnostic a pb signifier and a clear, compelling header that explains the benefits of the resource.

Example: 

Click-Through Landing Pages

Click-through landing pages are designed to transportation users to click done to a circumstantial leafage and instrumentality a circumstantial enactment there. Such arsenic making a acquisition oregon signing up for a escaped trial.

These pages typically diagnostic a wide and compelling headline, persuasive copy, and a wide CTA button. 

Like this:

When Should You Use a Landing Page?

Here are 4 communal reasons wherefore you mightiness privation to physique a landing page:

Product Launches

Product-launch landing pages springiness visitors accusation astir your caller product. And archer them however to bargain it. 

These landing pages mightiness incorporate elements similar a “Buy Now” button. Or a pre-order form.

For instance, beverage institution Seedlip has a landing leafage with accusation connected their caller drink. And it has merchandise details, look ideas, and links for radical to buy.

The intent of this landing leafage is to get visitors to bargain the new, non-alcoholic tone from Seedlip.

Service Pairing oregon Inquiry

For work providers, landing pages are often designed astir providing customized quotes oregon pairing visitors with a personalized offering. To springiness them further accusation that tin transportation them to instrumentality the adjacent step. 

For example, this Forbes landing leafage describes the benefits of fiscal advisors and entices visitors to usage their matching tool. 

Those CTAs pb to a questionnaire aimed astatine matching the visitant with a Forbes fiscal advisor. 

The intent of this landing leafage is to crook radical into leads. 

Special Promotions

Landing pages that beforehand peculiar offers person a clip limit. Which gets radical excited to instrumentality part.

For example, Spotify’s landing leafage offers a limited-time connection to effort their Spotify Premium option. 

The landing leafage has pricing information, FAQs, and details what radical get erstwhile they subscribe.

The intent of this landing leafage is to person visitors to go Spotify subscribers. 

Events

Event landing pages marque it casual for prospective attendees to larn about—and registry for—your event. 

For example, this lawsuit landing leafage from candle institution Milkjar describes their Mother’s Day Workshops. Including what to expect, the outgo to attend, the disposable sessions, and a nexus to register.

The intent of this landing leafage is to pull lawsuit attendees.

How to Create a Landing Page

A landing leafage is designed astir a azygous action. But they mightiness not implicit that enactment if they get distracted.

So, it’s important to support landing pages arsenic elemental arsenic you can.

That means landing pages mostly shouldn’t see a top-navigation paper that mightiness instrumentality visitors’ absorption distant from making a acquisition decision. If they permission your landing leafage to spell work your latest blog post, you mightiness suffer retired connected a pb oregon a sale.

Take this landing leafage from Slack arsenic an example. It’s simple, clean, and direct.

Let’s research however to make a landing leafage similar this.

Choose a Landing Page Builder

Landing leafage builders assistance you make low- to no-code landing pages. Many of them usage drag-and-drop technology. So you tin physique your landing pages visually. 

Popular options for landing leafage builders include:

• Elementor (WordPress)
• Divi (WordPress)
• Ucraft
• Carrd
• Beaver Builder (WordPress)
• Google Sites

The landing leafage builder you take depends connected your needs. 

For example, if you already person a WordPress website, you whitethorn privation a plugin designed to enactment with WordPress specifically.

If you don’t person a website yet, you person much options.

Simplify the determination by utilizing the Landing Page Builder app from the Semrush App Center. 

It tin assistance you make and people high-converting landing pages. No coding skills required. 

And you tin people it connected your domain by utilizing the nonstop WordPress option, manually changing the URL, oregon embedding the leafage connected your site’s server. 

Create a Compelling Hero Image

A leader representation is simply a graphical constituent designed to marque your landing leafage much visually appealing. 

It’s big, eye-catching, and located adjacent the apical of the page. Like this one:

Or this one, which sits down the text:

Some companies usage leader images that amusement a literal practice of their merchandise oregon service.

For example, if you tally a nutrient transportation service, your leader representation mightiness beryllium a photograph of delicious-looking food:

Other companies’ leader images don’t amusement the merchandise oregon work astatine all. But are intended to make a affirmative archetypal content with the brand.

Like this landing page’s colorful illustration of 2 radical lasting atop a hill:

To find a representation to usage for your leader image, cheque retired escaped banal representation libraries similar Pixabay, Pexels, and Unsplash (Landing Page Builder lets you entree Unsplash images straight wrong the tool).

Or, prosecute a decorator who tin brainstorm ideas and make leader images that are visually pleasing. 

Here are immoderate champion practices to travel erstwhile creating leader images:

• Keep the representation elemental and uncluttered to debar overwhelming the user
• Make definite your representation complements the wide plan and benignant of your landing page
• Use a leader representation that helps the idiosyncratic recognize the worth of your merchandise oregon service
• Use lone high-quality images

Craft a Catchy Headline and Subheading

A catchy header engages the visitant and helps them recognize your offer.

The header could beryllium a worth proposition. Like this:

Or it mightiness picture what the visitant tin expect erstwhile they click through. Like the discount connection from Spotify:

Some headlines are followed by a subheading that’s written successful a smaller font than the headline. And provides much details and an further nudge to get radical to convert. 

For example, Paramount Plus’s landing leafage has the header “A Mountain of Entertainment.”

And underneath that, a subheading contains details astir the subscription options and pricing:

Here's a look you tin usage for your headlines and subheadings:

• Headline: [Main payment visitors volition get, successful 10 oregon less words]
• Subheading: [Details oregon further benefits, successful nether 20 words]

Here are immoderate further ideas for crafting bully landing leafage headlines:

• Use beardown words that promote the idiosyncratic to instrumentality enactment (“unlock,” “upgrade,” “boost,” “transform,” etc.) 
• Use affectional connection that speaks to the user’s symptom points oregon desires
• If possible, usage numbers oregon statistic to stress the worth of your merchandise oregon service

Write Concise Supporting Copy

Supporting transcript is the substance that describes your connection successful much detail. It’s usually a fewer sentences long.

Not each landing leafage needs supporting copy. Often, a headline, a subheading, and an charismatic leader representation volition bash the trick.

But sometimes, adding other details tin person radical to instrumentality action. 

For example, cheque retired the supporting transcript connected Audible’s landing page. It describes an further payment that isn’t mentioned successful the header oregon subheading:

If you're not definite what to usage for supporting copy, inquire yourself: “Is determination thing important that can't acceptable into the header and subheading?” 

If so, adhd it. 

Try to support it brief. Which you tin bash by utilizing slug points to item the astir important details.

If you request assistance penning search-optimized copy, effort Semrush’s SEO Writing Assistant.

The instrumentality grades your transcript based connected readability, code of voice, originality, and SEO potential. And it offers penning suggestions to amended it.

Add a Form

For pb procreation landing pages, you’ll request to see a signifier for the idiosyncratic to participate their information. Otherwise, you whitethorn not get the lead.

You tin inquire for arsenic overmuch accusation arsenic you want. But cognize that much fields typically pb to less radical filling them out, according to an analysis from HubSpot.

In fact, galore businesses inquire for conscionable an email address. To maximize conversions.

It tin beryllium worthy asking visitors for accusation similar their names, telephone numbers, locations, and preferences. But lone if the further info volition assistance you person those prospects later.

For example, accidental you merchantability some feline toys and canine toys. In that case, you could adhd a tract to your signifier asking what benignant of favored the visitant has. 

That way, you’ll beryllium capable to diagnostic the products they’re astir apt to bargain successful your aboriginal selling emails.

Add a Strong Call to Action 

A CTA is simply a punctual that encourages users to instrumentality the adjacent measurement with your business. And it’s often a fastener oregon nexus connected the landing page. 

Visitors mightiness click connected a CTA to:

• Purchase a merchandise oregon service
• Install an app
• Sign up for an event
• Download an ebook
• Subscribe to a institution newsletter

The CTA should beryllium prominently displayed. 

Some landing pages spot it instantly aft a header oregon subheading. 

Like this:

If your landing leafage includes a form, the CTA volition travel aft it. And clicking the CTA fastener volition taxable the accusation entered successful the form.

Here’s an illustration from our ain landing page:

The CTA connected the fastener should bespeak what’s going to hap erstwhile the visitant clicks it. For example:

• If the landing leafage is for newsletter subscriptions, the CTA mightiness work “Sign up”
• If the landing leafage is for a escaped proceedings of your product, the CTA mightiness work “Try it now”
• If the fastener click kicks disconnected a merchandise flow, the CTA mightiness work “Get started”
• If the fastener click leads to a acquisition page, the CTA mightiness work “Buy now”

It’s besides a champion signifier to see your CTA aggregate times connected the page. Especially for longer landing pages. 

For example, an further CTA mightiness travel your supporting copy. That way, immoderate visitors speechmaking your supporting transcript won’t person to scroll backmost up to convert.

6 Landing Page Best Practices

These tactics volition assistance you make landing pages that prosecute and person users: 

1. Use Consistent Messaging

Consistent messaging crossed each touchpoints (ads, emails, societal copy, and landing pages) helps convey your main message. 

Think of it this way: 

Say you get a store flier that advertises a 75% disconnected sale. But erstwhile you get to the store, you don’t spot thing indicating there’s a sale. 

You mightiness inquire a income associate. But you mightiness besides consciousness confused and annoyed. And leave. 

The aforesaid happening tin hap to your assemblage erstwhile they interact with your marque online. They request accordant messaging to convert. 

2. Simplify Forms

Simplified forms (like checkout forms) tin assistance you person much users.

Why?

Because 22% of U.S. survey respondents accidental they’ve abandoned a purchase due to the fact that the checkout process was excessively long. Which tin beryllium related to the fig of signifier fields users request to capable out.

So, trim your forms down to the indispensable accusation you need. Which could include:

• A azygous sanction tract (rather than 1 each for first, middle, and last)
• Email address
• Shipping address
• Billing code (or a checkbox wherever users tin tick that their billing code is the aforesaid arsenic their shipping address)
• Credit paper information
• Coupon code

Here’s an illustration of a elemental checkout signifier from online marketplace Etsy.

Social impervious supports a intelligence improvement involving radical looking to others to assistance marque decisions. Meaning including it connected your landing leafage tin beryllium rather persuasive.

For example, idiosyncratic looking to bargain a caller motorcycle mightiness work testimonials and ticker video reviews to spot what different radical person to say. And what they find tin nudge them toward a purchase. Or dissuade them completely.

Some examples of societal impervious you could see connected a landing leafage include:

• Reviews and testimonials (video and written)
• Aggregate prima rating
• Number of products sold
• Number of societal shares

Author Jen Sincero includes written and video testimonials connected her landing page:

Try to incorporated aggregate elements of societal impervious passim your landing leafage if you can. Especially adjacent the top, truthful users don’t request to scroll excessively far.

4. Improve Page Speed

Fast-loading pages amended the idiosyncratic experience. Because they forestall users from becoming frustrated and hitting the backmost button. 

Site velocity is besides a ranking factor for Google. Meaning having swiftly loading landing pages tin assistance you fertile higher successful hunt results. 

Here are a fewer suggestions to assistance your landing pages tally fast:

• Resize ample images to acceptable your site’s maximum width. If your site’s maximum width is 1,000 pixels resize your images to beryllium 1,000 pixels oregon less
• Compress images (make the record size smaller). Tools similar TinyPNG tin marque your representation record sizes smaller without affecting their quality
• Use a contented transportation web (CDN). A CDN is simply a web of servers crossed antithetic geographical locations. When a idiosyncratic visits your landing page, the server closest to them serves it, making it load faster.
• Minify Javascript, CSS, and HTML. Minifying Javascript, CSS, and HTML is erstwhile you condense codification (by removing elements similar enactment breaks). It makes it easier for computers to process it. Plugins similar WP Rocket tin automatically minify this codification for you.

You tin besides trial your landing pages to spot however rapidly they load utilizing Google’s PageSpeed Insights tool.

It volition springiness you an wide people and besides supply recommendations for what you tin bash to improve.

5. Perform A/B Testing

A/B testing is erstwhile you trial 2 variants to spot which 1 performs best. For landing pages, that means which 1 converts better.

For example, you mightiness make 2 landing pages with antithetic images and the aforesaid headline. To trial which representation leads to much conversions. 

Consider A/B investigating things like:

• CTA text
• Headlines 
• Subheadings
• Images
• Social impervious elements
• Page layout and entity placements

6. Optimize Your Landing Page for Search Engines

Optimizing landing pages for hunt engines tin assistance you look successful integrated (unpaid) hunt results. Which tin assistance much radical spot your offers without further paid advertisement investments. 

Let’s accidental you're a lensman successful Chicago. And you person a landing leafage for household photography sessions. 

You mightiness amusement up successful the hunt results for queries similar “family lensman successful chicago” if that leafage is optimized with on-page SEO tactics similar including interior links and adding applicable keywords to your content. 

Semrush’s On Page SEO Checker gives you customized tips for optimizing your landing pages.

To usage it, configure your On Page SEO Checker settings (make definite to see your landing pages erstwhile mounting up your “Pages and people keywords”). And click “Collect ideas.”

When it’s done running, the instrumentality volition show a report. 

Click the “Optimization Ideas” tab. Then, participate your landing page’s URL into the hunt barroom and click the “# ideas” fastener adjacent to it.

You’ll get a database of ideas to amended your landing page’s on-page SEO. 

Hover implicit “About” to get much accusation for each idea.

Implement the ideas listed present to summation your chances of ranking higher.

Additional Landing Page Examples to Inspire You

Let’s instrumentality a look astatine immoderate illustration landing pages. And research however they usage the leafage elements we’ve discussed supra to maximize conversions.

Bestow

Bestow is an online beingness security broker. This is what 1 of its landing pages looks like:

It contains a leader representation of 2 children lasting successful beforehand of a hedge to service arsenic a ocular reminder that beingness security is meant to support your loved ones. Without showing the merchandise itself.

The landing page’s header and subheading some explicate that applying for their merchandise is easy.

And 1 condemnation of supporting transcript gives 1 further detail: The circumstantial benignant of beingness security Bestow offers.

There are besides 2 CTAs connected the page.

One says, “Get a Quote.” And erstwhile a visitant clicks done to the adjacent leafage from there, they’re asked to supply immoderate accusation astir themselves:

This benignant of leafage provides a work to the visitant to assistance them marque a acquisition decision. And besides lets the concern cod accusation astir a imaginable to make a lead. Who they tin marketplace to aboriginal if they don’t go a lawsuit close away.

The different fastener connected Bestow’s landing leafage reads “Apply Now.” 

This is for users who don’t request further accusation astir beingness security and are acceptable to use for coverage. To convert.

When clicked, the “Apply Now” fastener takes the visitant to a leafage that looks similar this:

As you tin see, it asks immoderate of the aforesaid questions arsenic the “Get a Quote” page. But it besides includes much idiosyncratic questions, similar the visitor’s location address.

When a lawsuit fills retired this form, the institution volition find if they suffice to acquisition a beingness security policy. If they do, they tin acquisition the argumentation close then. 

LinkedIn Premium

LinkedIn’s premium work comes with a one-month escaped trial, which is accessible via this landing page:

Here, the leader representation is simply a cartoon that depicts LinkedIn Premium successful action. It features a relation that isn’t disposable to non-premium subscribers. 

The leafage besides uses a ample header to entice visitors to click. And 2 CTAs. 

One is simply a fastener that says, “Try escaped for 1 month.” The different is simply a fastener successful a antithetic benignant that says, “Start my escaped trial.”

Having much than 1 CTA gives users aggregate opportunities to click the offer. Depending connected wherever they are connected the page. 

Both CTAs pb to the aforesaid leafage to motion in:

If visitors already person a escaped account, they tin beryllium sold connected an further merchandise aft logging in.

And if they person an account, they’ll beryllium capable to marque 1 successful bid to assertion the offer. And adjacent if they don’t extremity up signing up for the trial, they tin beryllium reached with further offers later.

Tor Books

Science fabrication and phantasy publication steadfast Tor offers a escaped ebook each month. 

Their landing leafage that promotes the connection looks similar this:

An representation of the ebook’s screen serves arsenic the leader image. 

A header details the offer: A book-of-the-month club. And the subheading gives a one-sentence summary of that month’s ebook.

There’s besides supporting transcript describing the plot. To guarantee users cognize what the ebook is about.

The leafage has 2 CTAs. 

One is simply a fastener intended for radical who are already Tor customers. If the visitant has already subscribed to Tor’s book-of-the-month club, they tin click “Confirm Now” to get the escaped ebook.

The different CTA fastener (“Sign Me Up!”) appears beneath a signifier asking visitors to capable successful immoderate information, judge presumption and conditions, and opt successful to newsletters.

Having these 2 CTAs means Tor tin person aggregate sets of users. 

Start Creating Effective Landing Pages

An optimized landing leafage has the imaginable to thrust leads and income for your concern without expanding your paid advertisement budget. 

But earlier you tin get those leads and sales, your landing leafage needs integrated traffic.

Semrush’s tools tin assistance you optimize your landing pages truthful they fertile precocious successful hunt results. And thrust postulation that turns into prospects and customers.

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