Depending on your business goals, different types of landing pages can help you optimize your online presence and campaign performance. Whether you’re a consultant, a digital marketer, or an independent entrepreneur, you want an effective lead driver to keep your website relevant.
Landing pages can do just that by helping you raise conversions, generate new leads, and reel in more visitors, among other things.
In this overview, we’ll explain how to put the thirteen different types of landing pages to good use. Keep reading to learn more about this essential part of a successful marketing campaign.
Before we move on to landing page types, let’s define the term first. A landing page is where site visitors land after clicking on a sponsored search engine result, promotional email, banner ad, or link.
The purpose behind the standalone pages is to increase conversions and thus optimize your PPC marketing campaign.
Most types of landing pages contain only vital information about your business, product or service. As high-converting landing pages are usually oriented toward a single goal, i.e., CTA, they make for a powerful advertising tool. Also, you can create several landing pages for one website, depending on your marketing and sales strategy.
With so many different types of landing pages, it can get a tad overwhelming. How do you know which one to use and when? With that in mind, let’s go through the main landing page types and see how you can use them to optimize your conversion rates.
Here’s a list of the thirteen landing page types we’ll be covering:
Squeeze Landing Page
Splash Landing Page
Lead generation Landing Page
Video Landing Page
Click through Landing Page
Sales Landing Page
Advertorial Landing Page
Lead Magnet Landing Page
Pre-Launch Landing Page
Thank you Landing Page
Unsubscribe Landing Page
Referral Landing Page
404 Landing Page
The goal of a squeeze page is to acquire the user’s email address. These pages include gated content or a request to input your email address to get a newsletter, e-book, or another content offer. Appointment booking for open home inspections or consultations is another typical element of a standard squeeze page.
Make sure your squeeze page is straightforward, and the CTA is enticing enough to get site users to provide their email addresses. If you look at our example above, you’ll see a simple copy next to an eye-catching Dialog box where customers can type in their info. It’s clean and neat, focusing all attention on the e-book.
Lead capture isn’t usually the primary purpose of these types of landing pages. For example, when someone clicks on social networking or content link, they are frequently directed to a splash page rather than the homepage.
Splash pages are commonly used to publicize something, such as a conference, promotion, or any kind of event. It can also be used to enquire about a visitor’s age or preferred language before allowing them to access the site.
Typically, these types of landing pages feature a backdrop image and a little text, without asking for much information. Instead, they offer something to encourage purchases. For example, J. Crew only includes a simple query:
“Want an extra 15% off?” in their splash page for a more practical approach. It gives the potential customer a reason to explore the website even if they’ve accidentally ended up there.
Learn more: Splash Page vs Landing Page: Hands-on Comparison
A lead generation page is similar to a squeeze page, except it gathers even more data. These types of landing pages collect information such as the site user’s name, email address, company name, job title, and industry. Normally, this is determined by the overall goals of your sales and marketing teams, as well as the customer’s position in the funnel.
When building a lead generation landing page, remember to incorporate compelling headlines that illustrate the benefits of your service. To qualify the lead, add a compelling CTA and directly ask for the specific user information you need, much like our example from SYSUSA.
As the name suggests, the main focus of this type of landing page is a video. Site visitors are more or less compelled to watch it since there are no play/pause buttons, at least not until they reach a certain point.
For this page to work, you have to make sure the content matches your offer well enough to sell it. To that end, some genres of video perform better on landing pages than others.
Here are the four main types of videos:
Explainers: They provide direct answers to how your services address the customers’ needs.
Promo videos: These are similar to teaser trailers in that they give viewers a taste of what they may expect if they fill out the provided form.
Product demos: These videos demonstrate the value of your product by displaying how it works in action.
Testimonial videos: Having satisfied customers and former clients speak about the value of your service or product adds credibility to your business.
Take a look at our example from TRACC to understand what a video landing page should include. Apart from a short Explainer video, they also added a Testimonial from the creative director, combining two very effective marketing techniques. There’s also a creative copy that follows the content of the videos and a form, FAQ section, and a list of partnering brands.
A click-through landing page includes a comprehensive overview of an offer and entices site users to visit the conversion focus page. For example, click-through pages typically lead to a lead capture or sales leading page. These types of landing pages are excellent for gaining consumer trust and boosting traffic.
You want to present all the benefits and features of your product or service, coupled with a CTA button inviting the consumer to participate. Take a look at the click-through page from the GenBoost website, advertising their new keto detox tea.
The product is the most prominent element on the screen, enticing potential buyers to click the orange CTA button. Other relevant information is included, such as a 60-day money-back guarantee, adding to the appeal.
This type of landing page is usually placed near the bottom of the funnel. The goal is to entice potential buyers to complete the purchase rather than provide information. A sales page has to persuade the visitor to buy your product through testimonials, quotations, videos, and CTAs. These pages are supposed to look like direct mail sales letters so that they can be very extensive.
Because the purpose of a sales landing page is to close business, it should be easy to navigate and aesthetically pleasing. Take a look at our example from ASYSTEM. The colour palette of the sales page matches the product, emphasizing the brand.
Apart from several testimonials, they also included a detailed product review and official certification. All of this increases the chances of a purchase.
These types of landing pages are meant to prep the potential buyer by appealing to their interest. Advertorial pages are ideal for warming up cold traffic since the content is incredibly close to the native channel.
As a result, the reader can derive value from the advertorial page and thus be encouraged to purchase even before arriving at the sales page.
The agency they used helped them get it right with their layout. Apart from numerous cute pictures of adorable animals scattered across the page, they also included valuable info like customer reviews.
A lead magnet is a beneficial offer you make to potential customers in return for their contact information, such as their name and email address. This type of landing page is the ideal place to market that offer.
Lead magnet landing pages include things like newsletter signups, coupons or discounts, and webinar registration, to name a few.
A lead magnet is a beneficial offer you make to potential customers in return for their contact information, such as their name and email address. This type of landing page is the ideal place to market that offer.
E-books, in particular, make for excellent lead magnets. As we can see from our example, there’s no need to complicate things for these types of landing pages.
All you need is a minimal copy that summarizes the book, a crisp cover image, and a simple form that asks for basic info.
Are you about to launch a stellar new product but aren’t ready to unveil the entire offer yet? That’s where the pre-launch landing page comes into play. Pre-launch or so-called “Coming Soon” landing pages are helpful in getting early sign-ups or developing a targeted demographic to follow later down the line.
Much like Ivory & Ash, you can tease your offer with a CTA and attention-grabbing product description. In addition, any interested customer can leave their email address and get notified when the product hits the shelves – having an email list in place before your page launches can help your future marketing activities succeed.
Thank you pages are a terrific way to establish a relationship with new leads. It’s the page to which a customer is forwarded after completing a form or making a transaction. Since they’re already interested in your product or service, don’t miss out on the chance to secure additional interaction.
Think about including extra offers or prizes to your “Thank You” page to make it more than a bland statement.
These types of landing pages can also be used for the following commercial purposes:
Providing a coupon code
Adding a link to your blog
Requesting that the person join your social media network
The thank-you page has the potential to either send a lead farther down the funnel or establish a relationship. There are various ways to accomplish this, as you can see from our example. Not only do Recreate & Renew include words of gratitude, but they also offer a chance to download a copy of their Journal. It’s an elegant solution to an otherwise short landing page.
While you won’t centre your campaign around this type of landing page, it’s still an important part of email marketing. The page needs to work seamlessly, allowing customers to unsubscribe with ease.
Of course, there are ways to try to convince them to stay. For example, you can enable them to adjust their settings to receive newsletters and similar content at a lesser capacity.
You can also promote your products or services one final time with these types of landing pages. Furthermore, you can link to other parts of your website, much like in the provided Jetsetter example. If they still insist on going through with the cancellation, try inviting them to at least follow you on social media.
You know you’ve made it when a customer or client is eager to recommend you to their personal and professional acquaintances. That’s why you need a representative referral landing page to generate more sales through word of mouth.
Unfortunately, you can only share the link with trusted sources since referrals aren’t otherwise accessible to the general public. However, they’re excellent for producing certified leads of high quality.
As far as the layout goes, our example from Wealth Hub Australia is a classic solution. The page is kept simple, with a clear CTA, an interesting copy, and a fun visual element.
While “404” is an error page, it can still prove to be useful. A solid 404 landing page serves as a platform for further establishing your brand. You can have fun with it and include jokes, an interactive aspect, or just some interesting visuals.
Our example also includes a CTA button that leads the site user back to the main conversion page. Not only is it helpful, but it also provides an opportunity for purchases. All in all, you want to distract the user from the annoying error and get them to explore the website further.
Now that you’re familiar with the subject, the question remains: how do I choose the best type of landing page for my campaign?
The answer depends on many factors, but for starters, ask yourself the following:
What are the business goals I’m aiming to achieve with this landing page?
How are my rivals accomplishing these objectives?
What are the objectives of my audience when they arrive on this page?
What attracted my audience to this page first (i.e., what activity or motive drew them here)?
What do I want my visitors to do once they’ve finished reading this page?
Also, think about whether the page should be a short-form or long-form landing page. For example, Squeeze, “Unsubscribe,” and “Thank You” landing pages are better for smaller services and simple CTAs. On the other hand, long-form pages are meant for big customer asks and more comprehensive offerings. When making landing page selections, it’s also a good idea to look at your competitors’ landing pages, especially if they have an established online presence.
Ultimately, you’re not limited to one landing page per website. It’s always more lucrative to include different types of landing pages in your marketing campaign. That way, you’ll have a better chance of boosting the conversion rates.
Before starting, it’s imperative that you seek guidance to find the best method for your marketing strategy. Check out our landing page design services here and our landing page designers will help you stick the landing. Contact us today!
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Founder & CEO of Apexure, Waseem worked in London’s Financial Industry. He has worked on trading floors in BNP Paribas and Trafigura, developing complex business systems. Waseem loves working with Startups and combines data and design to create improved User Experiences.
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