What Is a Landing Page?

Ivailo Ivanov
Ivailo Ivanov

Updated · Oct 16, 2022


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If you’re new to the world of digital marketing, there is a lot to learn. It pays to stay up to date.

Whether you’re trying to:

  • Generate leads for your ecommerce business
  • Improve your customer relationship management
  • Strengthen your online reputation
  • Improve your conversion optimization

Then you’re going to need landing pages.

But what is a landing page? Let’s take a look.

What Is a Landing Page? 

In short, a landing page is a web page that a user is directed to after clicking on an online advertisement or link. It’s a logical extension of the ad and acts as a single or ‘standalone’ page for that internet marketing campaign.

So, what are landing pages used for?

Most marketers use them to generate leads, make a sale, or gain more traffic. 

Different Types of Landing Pages

There are different types of landing pages, each one suited to a specific goal. Let’s take a look at how you can use them in your online marketing campaigns. 

The Click-Through Landing Page

These are the most common forms of landing pages. You’re likely to find them through an online advertisement, email marketing, or search engines. These simple web pages are designed to encourage customers to browse your website and move them further down the marketing funnel. They often help to give more information about the offer.

But they’re also useful for conversion tracking. You’ll know how many people click on your campaigns, find the landing page, and click through to make a purchase.

What Is a Landing Page click- through landing page

Lead Capture Landing Page

The Lead Capture landing page is similar to the Click Through landing page. But instead of urging users to click through, they help capture data with an added form. To progress through the landing page design, users must submit their details first.

These pages are ideal for lead generation. The more you know about the people on your website, the more long-term value you can give them and improve customer retention.

What Is a Landing Page lead capture landing page

The Video Landing Page

Video landing pages are a perfect way to grab the user’s attention. When they land on one of these pages, a video will start playing immediately. You can use them for generating leads or increasing conversions.

Because most people don’t enjoy reading much these days, videos make the best form of online advertisement. They’re easy to navigate and understand.

In most cases, a video is what a landing page needs to boost its success. Web analytics data also shows that most Pay-per-Click generated users who watch your video will make better life-long customers.

What Is a Landing Page video landing page

The Infomercial Page (Long Sales Page)

While most users don’t enjoy reading lots of information, these long-form landing pages are still an effective form of online advertisement. Long Sales Page’s are similar to blog posts in that they use engaging text and images to keep the reader on the page. You want to place a CTA at the bottom.

Other than advertisements, what are landing pages used for?

You can also use them for analyzing activity and measuring your bounce rate. By seeing how many people leave your site after a certain amount of time, you can see whether your ads are effective.

What Is a Landing Page infomercial page (long sales page)

The Microsite

The microsite is a more complex form of online advertising. They act as a mini-home page for higher-budget campaigns or more complicated products. By giving your users extra things to interact with, these pages are a great way to improve your bounce rate. 

A microsite can redefine the landing page purpose and turn it into a multi-functional platform.

They’re ideal for conversion optimization, as you can directly add a payment feature. This way, customers can make a purchase right there!

What Is a Landing Page microsite

The Product Details Landing Page

These tend to be the most successful landing pages. It works best if you drive traffic from Pay-per-Click campaigns, which are very effective, directly to the product you advertised. This way, you give the customer all the details needed and place them at the payment portal. The goal is to generate sales instantly from the ads.

What Is a Landing Page product details landing page

How To Create a Landing Page?

The key to a good landing page is sticking to the fundamentals and experimenting with them.

What is a landing page good for if it isn’t made well?

Thankfully, we’ve got some tips to improve conversion optimization for your landing pages. We recommend checking out Unbounce, which has a wide selection of easy-to-use templates that simplify the process.

Here is how to create a website landing page.

Step 1 - Create Your Campaign Goal

The first step to setting up a landing page is knowing what you want to achieve with it. You have to know what kind of advertisements you’ll be using for your marketing campaign.

Other things you should know include:

  • Whether you want to drive traffic, generate leads, or make sales
  • Your target market
  • On which websites, platforms, or social media sites you’d like to advertise

Step 2 - Write Your Copy

Now you know your goals and target audience, it’s time to write your copy. It’s a lot more complicated than it seems and an essential step in your landing page setup.

Carefully choosing the right words can make a massive difference in terms of the success of your campaigns. Before publishing it, make sure to have other people proofreading and editing it.

Step 3 - Design Your CTA

Next up, you have to customize your CTA button. Most people are bored of seeing messages like ‘Click Here’ or ‘Order Now.’

Web analytics shows that pages with more expressive CTAs tend to be more successful. Try to be more creative and write something like ‘Accept Your Free Offer Now’ or ‘Claim Your Amazing Discount Here’ instead.

Step 4 - Select Your Images

The visual aspect can make or break your landing page. Be sure to select your images carefully, as they’ll be the first things your viewers see.

Great landing pages include imagery that catches the user’s attention and makes them curious to read more about the product or service you offer. Make sure they are in line with your online identity management.

Step 5 - Design Your Landing Page

Now that you have all elements ready to go, you can design your landing page. Take your time and make sure all the focus areas are in the right place. 

Getting a second opinion is a good idea before launching any campaigns.

Linking your landing page is probably the most complicated part of the process. You want to check that every backlink leads to the right places. We also recommend performing A/B testing before officially launching your page.

Landing Page vs Website Homepage

What are landing pages? Are they the same as homepages?

They are quite different. While your homepage acts as the shop-front of your site, a landing page has a very specific goal. Homepages encourage users to explore the rest of the site, but landing pages aim to lead customers down the marketing funnel.

Instead of giving a lot of general information, a landing page can focus on generating leads and make sales. Therefore, they are much more effective in your campaigns.

Wrap Up

If you’re new to the world of digital marketing, it’s essential to know that a landing page marketing campaign will significantly boost your marketing efforts. They will have a significant impact on your sales and overall brand awareness.

Whether you want to generate more leads or gain more customers, try creating some landing pages combined with Pay-per-Click advertising. You’ll almost be sure to see fantastic results.


What is a landing page and how does it work?

A landing page is the first page your viewer ‘lands on’ after clicking on a link or advertisement. It is a logical extension that acts as a standalone page for an internet marketing campaign. Marketers use them to generate leads, encourage sales, or simply provide grow a site’s traffic.

What is the difference between a landing page and a website?

A landing page is a standalone web page or a microsite with limited functionality but a strong focus. A website is a fully functional system that contains a variety of different web pages. While websites urge users to go and explore, landing pages try to move customers down the marketing funnel.

What's a landing page on a website?

A landing page is the first page a user arrives on when visiting a website. They are often used as marketing tools for Pay-per-Click advertisements because they can be focused on generating leads and making sales.

What is the purpose of a landing page?

Landing pages are an excellent tool for generating leads, making sales, or introducing users to your products and services. But what is a landing page? You can read more about them in the article above.


Ivailo Ivanov

Ivailo Ivanov

If I was asked to describe myself using just a few words, I’d go with digital marketing expert, ex-cook, tech nerd, and dog lover. I’m fascinated by video and board games, art and nature. I love to travel and I’m always ready to go on the next adventure to discover the hidden beauty of our world.

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