What Is a Landing Page? Landing Page Examples + Guide

What Is a Landing Page? Landing Page Examples + Guide


What Is a Touchdown Web page?

A touchdown web page is a webpage designed to steer customers to take one particular motion. For instance, having customers join a publication, buy a product, or RSVP for an occasion.

Customers usually arrive at touchdown pages through a pay-per-click promoting marketing campaign. However they could additionally discover your touchdown web page by means of your homepage, social media posts, natural search outcomes, and e mail campaigns.

Like your homepage, touchdown pages are sometimes the primary expertise guests have along with your web site. However homepages and touchdown pages serve totally different functions.

On this information, we’ll cowl why touchdown pages are vital and how one can create and optimize them.

However let’s begin with some fundamentals.

Homepage vs. Touchdown Web page

Homepages comprise common details about your organization. They’re a gateway to different pages in your web site the place the customer can be taught extra.

Touchdown pages, then again, are standalone pages centered on driving conversions. 

In different phrases, touchdown pages are the place you flip guests into leads and clients.

Illustration of a generic landing page

Plus, homepages can also have a number of calls to motion (CTAs). Encouraging guests to browse the positioning’s weblog, take a look at its services or products, or join a publication, for instance.

In distinction, a touchdown web page often has a single, centered CTA designed to encourage guests to take a particular motion. Akin to making a purchase order, filling out a kind, or downloading a useful resource. Every other CTAs are often duplicates or shut variations of the first CTA.

Common web site pages are totally different from touchdown pages, too.

Common web site pages (like blogs, assist articles, a pricing web page, a careers web page, and many others.) are usually designed to offer guests with details about your enterprise. 

Slightly than to drive a particular motion or conversion like touchdown pages.

Common web site pages can also embody a number of CTAs. Whereas touchdown pages comprise only one.

For instance, a weblog submit could have CTAs that encourage customers to join a publication and take a look at associated services or products. In the meantime, a touchdown web page will drive guests towards a single, centered motion.

No matter the kind of web page, your aim ought to be to carry visitors to your web site as a complete.

To do that, you’ll be able to make investments your efforts in several advertising and marketing channels like PPC, SEO, social media, email marketing, and affiliate marketing.

Varieties of Touchdown Pages

Touchdown pages might be categorized into two major varieties: lead era touchdown pages and click-through touchdown pages

Lead Technology Touchdown Pages

Lead era touchdown pages are designed to seize customer info like identify, e mail handle, or cellphone quantity in change for a free provide or useful resource.

Like an e book, whitepaper, or webinar.

These pages usually characteristic a lead kind and clear and compelling headline that explains the advantages of the provide.


example of lead generation landing page from Semrush

Click on-By way of Touchdown Pages

Click on-through touchdown pages are designed to steer customers to click on by means of to a particular web page. And take a particular motion there.

Akin to making a purchase order or signing up for a free trial.

These pages usually characteristic a transparent and compelling headline, persuasive copy, and a transparent CTA button. Like this:

example of click-through landing page

Why Are Touchdown Pages Vital?

Touchdown pages can enhance the effectiveness of your advertising and marketing campaigns.

Why not rely solely in your homepage in your advertising and marketing campaigns? It most likely gained’t generate as many leads and conversions as a devoted touchdown web page.

Plus, touchdown pages:

  • Present centered and focused messaging that matches the expectations and wishes of your guests
  • Simplify marketing campaign measurement, as you’ll be able to simply observe and analyze the efficiency of your touchdown pages
  • Help you experiment with totally different components (headline, CTA, and many others.) and variations of your touchdown pages with out affecting your major web site

To sum it up:

Web site touchdown pages present a extremely centered and optimized expertise in your guests. Which might improve the chance of conversions. And drive higher outcomes for advertising and marketing campaigns.

How Touchdown Pages Work

The touchdown web page ought to be your customer’s final step earlier than they convert. (That’s, after they change into a buyer or a lead.)

Touchdown pages are nice for:

  • Getting e mail publication signups
  • Promoting a product or driving pre-orders for it
  • Distributing advertising and marketing materials, like ebooks and catalogs
  • Linking customers to an app obtain
  • Registering customers for an occasion
  • Scheduling customers for a product demonstration or gross sales name

Touchdown pages are not so nice for:

  • Presenting a number of totally different services or products
  • Linking to different pages in your web site
  • Telling your organization story

Your guests ought to arrive at your touchdown web page because of your advertising and marketing technique. For instance, they could click on in your advert in Google’s search outcomes or a submit on social media. 

Customers may also be directed to a touchdown web page out of your web site itself. For instance, when you publish a weblog submit describing a product, a button within the weblog content material may hyperlink to a touchdown web page to purchase that product.

Find out how to Create a Touchdown Web page

A touchdown web page is designed round a single motion. If a person involves your touchdown web page and will get distracted, they may not full that motion.

So it’s vital to maintain touchdown pages so simple as you’ll be able to.

For instance, touchdown pages usually shouldn’t embody a high navigation menu.

That’s as a result of a customer to your touchdown web page may be very shut to creating a purchase order. In the event that they go away your touchdown web page to go learn your newest weblog submit, you may lose out on a sale.

Right here’s what a typical touchdown web page on a web site appears like from the corporate Slack. It’s easy, clear, and direct.

Slack's landing page

Efficient touchdown pages are constructed round a couple of key components. Let’s discover tips on how to create them now.

Create a Compelling Hero Picture

The hero picture is a graphical ingredient designed to make your touchdown web page extra visually interesting. 

It’s massive. And attention-grabbing. And positioned close to the highest of the web page. Like this one:

PlayStation's landing page with a big yellow d-pad

Or this one, which sits behind the textual content:

Tesla's solar roof landing page with an image of a house going through a lightning storm

Some firms use hero pictures that present a literal illustration of their services or products.

For instance, when you run a meals supply service, your hero picture is perhaps a photograph of delicious-looking meals:

Hello Fresh's landing page with a taco dish and a box of ingredients

Different firms’ hero pictures don’t present the services or products in any respect. However they’ll nonetheless create a constructive first impression with the model.

Like this touchdown web page’s colourful illustration of two folks standing atop a hill:

ExpressVPN's landing page with an illustration of two people on their phones on top of a hill

To discover a image to make use of in your hero picture, take a look at the free inventory picture libraries at UnsplashPixabay, and Pexels.

You can even rent a designer who can brainstorm concepts and create hero pictures which might be visually pleasing. 

Listed here are some greatest practices to comply with when creating hero pictures:

  • Maintain the picture easy and uncluttered to keep away from overwhelming the person
  • Be sure your picture enhances the general design and magnificence of your touchdown web page
  • Use a hero picture that helps the person perceive the worth of your services or products
  • Use solely high-quality pictures

Craft a Catchy Headline and Subheading

A catchy headline engages the customer and helps them perceive your provide.

The headline might be a price proposition. Like this:

Angi's landing page with the headline: "Find top-rated certified pros in your area."

Or it would describe what the customer can anticipate after they click on by means of. Like this low cost provide from Spotify:

Spotify's landing page with the headline: "Ends soon: $0 for 3 months of Premium"

Some headlines are adopted by a subheading. It’s written in a smaller font than the headline and offers extra particulars and an extra nudge to get folks to transform. 

For instance, Showtime’s touchdown web page has the headline “Begin Streaming Showtime Now.”

Show time's landing page with the headline: "Start Streaming Showtime Now"

And beneath that, a subheading accommodates particulars in regards to the size of the trial interval and pricing:

Subheading that reads "try 30 days free, then $10.99/month. Cancel anytime."

Here is a components you should utilize in your headline and subheading:

Headline: [Main benefit they’ll get, in about 10 words or fewer]

Subheading: [Details or additional benefits, in under ~20 words]

Listed here are some extra concepts for crafting higher headlines in your touchdown web page:

  • Use sturdy motion phrases (unlock, improve, enhance, rework, and many others.) that encourage the person to take motion
  • Use emotional language that speaks to the person’s ache factors or needs
  • If attainable, use numbers or statistics to emphasise the worth of your services or products

Write Concise Supporting Copy

Supporting copy is the textual content that describes your provide with extra element. It’s often a couple of sentences lengthy.

Not each touchdown web page wants supporting copy. Typically, a headline, a subheading, and a gorgeous hero picture will do the trick.

However typically, including further particulars can persuade folks to take motion.

For instance, take a look at the supporting copy on Audible’s touchdown web page. It describes an extra profit that isn’t talked about within the headline or subheading:

Audible's landing page that also highlights their large catalog

When you’re unsure what to make use of for supporting copy, ask your self: “Is there something vital that may’t match into the headline and subheading?” 

In that case, add it right here. 

Attempt to maintain it transient. Use bullet factors to spotlight an important particulars.

When you need assistance writing and creating optimized copy, strive Semush’s SEO Writing Assistant device.

The device grades the copy primarily based on readability, tone of voice, originality, and search engine optimisation. And affords recommendations so you’ll be able to enhance.

SEO Writing Assistant tool

Add a Type

For lead era touchdown pages, you’ll want to incorporate a kind for the person to enter their info. 

(In any other case, you might not get the lead.) 

You may ask for as a lot info as you need. However the extra fields you require, the less folks will usually fill them out, in line with an analysis from HubSpot.

The truth is, to maximise conversions, many companies ask for only a single piece of data:

An e mail handle.

However some companies additionally ask for info just like the individual’s identify, cellphone quantity, location, and extra.

That may be price doing if the extra data will assist you to promote to them later.

For instance, say you promote each cat toys and canine toys. In that case, you possibly can add a area asking what sort of pet the customer has.

That means, whenever you ship advertising and marketing emails to them later, you’ll be capable to characteristic the merchandise they’re most probably to purchase.

Add a Sturdy Name to Motion 

A name to motion (CTA) is a button on the touchdown web page. When clicked, it brings the customer into the following step of the interplay with your enterprise. 

Some causes a customer may click on on a CTA embody:

  1. To buy a services or products
  2. To put in an app
  3. To enroll in an occasion
  4. To obtain an e book
  5. To subscribe to an organization publication

The CTA ought to be prominently displayed. Some touchdown pages place it instantly after a headline or subheading.

Like this:

Audible's landing page with the "Get 30 days free" button highlighted

In case your touchdown web page features a kind, the CTA will come after it.

In these instances, clicking the CTA will submit the knowledge entered within the kind.

Right here’s an instance from our personal touchdown web page:

"Explore full report" CTA example

The label on the button ought to point out what’s going to occur when the customer clicks it:

  • For instance, if the touchdown web page is for publication subscriptions, the label may learn “Join”
  • If the touchdown web page is for a free trial of your product, the button may learn “Strive it now”
  • If the following step after the person clicks is a product move, the button may learn “Get began”
  • If the following step is to finalize a purchase order, the button may learn “Purchase now”

It’s additionally a greatest observe to incorporate your CTA a number of occasions on the web page, particularly for longer touchdown pages. 

For instance, an extra CTA may comply with your supporting copy. That means, any guests studying your supporting copy gained’t should scroll again as much as convert.

Touchdown Web page Examples

Let’s discover how some touchdown web page examples make the most of the web page components we coated above to maximise conversions.

1. Bestow

Bestow is a web-based life insurance coverage dealer. That is what its touchdown web page appears like:

Bestow's landing page that says "Term life the way it should be: easy."

It accommodates a hero picture of two youngsters standing in entrance of some type of hedge. It’s a visible reminder that life insurance coverage is supposed to guard your family members. With out displaying the product itself.

The touchdown web page’s headline and subheading each clarify that making use of for his or her product is straightforward.

One sentence of supporting copy offers one extra element: the precise sort of life insurance coverage Bestow affords (“no medical examination” life insurance coverage).

There are additionally two CTAs on the web page.

One says, “Get a Quote.”

While you click on by means of to the following web page from there, you’re requested to enter some details about your self:

Lead generation form that has a "get a quote" button

This kind of web page has two capabilities. 

It enables you to, the enterprise proprietor, be taught extra about your buyer base. So if the person doesn’t convert on this go to, you’ll be able to market to them later.

It additionally offers a service to the customer: a free quote on life insurance coverage premiums. This may help them decide to buy life insurance coverage from you.

The opposite button on Bestow’s touchdown web page reads “Apply Now.” 

That is for customers who don’t want extra details about life insurance coverage, resembling free quotes. They’re prepared to use for protection.

When clicked, the “Apply Now” button takes the customer to a web page that appears like this:

"Here’s how it works." landing page by Bestow

As you’ll be able to see, it asks among the identical questions because the “Get a Quote” web page. But it surely additionally consists of extra private questions, just like the customer’s dwelling handle.

When a buyer fills out this way, the corporate will decide in the event that they qualify to buy a life insurance coverage coverage.

Then, they’ll buy the coverage. So the touchdown web page may lead to a sale with only a handful of clicks.

2. LinkedIn Premium

LinkedIn’s premium service comes with a one-month free trial. 

You may entry the trial on their touchdown web page. Which appears like this:

LinkedIn Premium landing page

Right here, the hero picture is a cartoon of LinkedIn Premium in motion. It includes a perform that isn’t accessible to non-premium subscribers. 

It additionally accommodates a big headline that entices the person to click on. 

And it accommodates two CTAs. One is a button that claims, “Strive free for 1 month.” And the opposite is a button in a special fashion that claims, “Begin my free trial.”

Having a couple of CTA offers customers further alternatives to click on into your provide. 

If persons are centered on the highest of the display, they could click on the button within the higher proper nook.

But when they wanted that further push from the headline, the person is perhaps extra inclined to click on the button that follows it.

And each CTAs result in the identical web page.

A login kind.

LinkedIn Premium's log-in or sign up form

By linking to a kind like this, you’ll be able to accomplish two issues. 

In case your buyer already has a free account with you, they are often offered on an extra product after logging in.

And if the shopper doesn’t have an account, they’ll be capable to make one as a way to declare your provide.

So even when they don’t find yourself signing up for the trial, you’ll be capable to attain them with extra affords later.

3. Tor Books

Tor, a writer of science fiction and fantasy books, affords a free e book every month. 

That is what its touchdown web page promoting the provide appears like:

Tor's landing page featuring the book "The Allow of Law" by Brandon Sanderson

A picture of the guide’s cowl serves because the hero picture. 

A headline particulars the provide: a book-of-the-month membership. And a subheading offers an thrilling one-sentence abstract of that month’s guide.

There’s additionally a number of supporting copy describing the plot of the guide. That is further vital. As a result of with out realizing what the guide is about, it’s unlikely that customers will wish to learn it.

There are additionally two CTAs. 

One is a button meant for people who find themselves already Tor clients. When you’ve already subscribed to Tor’s book-of-the-month membership, you’ll be able to click on the “Verify Now” to get the free e book.

Tor's landing page with the "confirm now" button highlighted

The opposite CTA is a kind asking customers to fill in some info and comply with phrases and situations. Two choices on the finish of the shape invite guests to join a publication. 

Adopted by a button labeled “Signal Me Up!” to submit the shape.

Tor's landing page with the "sign me up!" button highlighted

Having these two CTAs means you’ll be able to convert much more customers. 

A returning buyer may nonetheless be taken with studying a free guide. And this might cause them to buying extra books by this writer.

And a brand new buyer who downloads this free guide could decide to obtain your publication. 

Which means extra alternatives to promote them books sooner or later. And maintain them engaged along with your firm.

Typically, some of the vital methods for potential clients to seek out your web site is thru natural search. 

However keep in mind: 

Touchdown pages are for guests who’re able to convert.

You may inform when guests are able to convert as a result of they’re trying to find extremely particular phrases. 

In the event that they’re not able to convert, the phrases they’re trying to find shall be extra common and shouldn’t cause them to your touchdown web page.

Right here’s an instance. 

If a person searches for “Uber,” the primary match they’ll see hyperlinks to Uber’s homepage, the place they’ll be taught extra in regards to the ride-sharing firm.

Google SERP for “Uber”

However when customers are able to convert, the searches they make are extra particular.

Right here’s what it appears like if the person searches for “Uber join.”

Google SERP for “Uber sign up”

One of many high outcomes is Uber’s touchdown web page, the place guests can signal as much as change into a driver.

Uber’s landing page

So, to optimize your touchdown web page, you’ll want to be selective about which key phrases you goal with it.

Step one is to seek out these key phrases by means of keyword research

However your touchdown web page has a particular perform: growing conversions. So that you solely want to focus on particular key phrases. 

As a rule of thumb, the extra particular a key phrase is, the extra doubtless the individual trying to find that key phrase will convert. 

That’s as a result of that individual has a really clear concept of what they’re on the lookout for.

Right here’s one other instance.

Mailchimp and Klaviyo each provide a advertising and marketing automation platform. They’re competing for related clients.

Klaviyo may attempt to seize a few of Mailchimp’s customers by making a touchdown web page highlighting the variations between the businesses’ choices.

Like this:

Klaviyo’s landing page highlighting the differences with Mailchimp

When you had been optimizing this touchdown web page for serps, you possibly can use Semrush’s Keyword Magic Tool to seek out variations on key phrases associated to Klaviyo and Mailchimp. 

The key phrase “klaviyo vs mailchimp” is an efficient begin:

“klaviyo vs mailchimp” search results in Keyword Magic Tool

When you click on on these key phrase recommendations, you’ll see extra recommendations for optimizing the touchdown web page. For instance, customers have questions on pricing. Or about integration with different platforms, like Shopify.

Keyword Magic Tool results for "Klaviyo vs mailchimp" with "pricing" and "Shopify" highlighted

So having content material in your touchdown web page to reply these questions may get it to rank increased than pages that don’t reply these questions. And it would persuade guests to click on in your CTA and convert.


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