Landing page funnels have become more crucial than ever as personalization and relevancy take over every marketing strategy.

Imagine a person who wants to purchase your SaaS solution. However, your PPC ad links to a landing page that only captures emails. The potential customer is too bothered to check out your website and will just move on to other options.

Using landing pages without relating them to a sales funnel stage moves your campaign further away from the buyer’s intent and hinders your chances of conversions.

A single landing page won’t do much.

You need multiple campaigns that complement each other to capture maximum conversions.

Here’s a guide that helps you understand the basics of creating landing page funnels with examples.

What is a Landing Page Funnel?

A landing page sales funnel comprises many web pages that direct visitors toward an ultimate buying decision. Unlike a landing page or a single web page with a single CTA, a landing page funnel has multiple calls to action (CTAs) for different purposes. In essence, each page in the funnel is an opportunity to educate and convert potential customers.


What is the Goal of a Landing Page Funnel?

Landing page funnels are useful because they help create optimized landing pages that prompt visitors to take specific actions. These pages convert visitors into recurring consumers by educating them about a product or service.


A conversion strategy for all funnel levels is beneficial to help maximize leads at each stage of the purchasing journey. Here, measuring and testing the success of a landing page funnel lets you know what works and what needs improvement.

How do businesses benefit from landing page sales funnels?

If you want to create a profitable funnel, it helps to know the benefits of a landing page sales funnel. As mentioned, these funnels help build recognition for a company, service, or product.

In addition, they improve customer interest in the product, encouraging them to perform a desired action. Furthermore, the repeatable process leads to the highest number of conversions possible.

“Ideally, we should have at least two funnels in place: one for appointment booking and one for nurturing leads. If a lead from the appointment funnel books a call, that's fantastic. However, if they don't, they should be seamlessly moved into the nurture funnel to ensure they don't slip through the cracks.”
-Waseem Bashir  Founder & CEO at Apexure

Different Stages of Landing Page Sales Funnel With Examples

A landing page funnel is divided into three stages, just like a sales funnel.


For each stage, dedicated landing pages are present that can strengthen your offer pitch to the targeted audience.

Sometimes, misaligning these landing pages and the sales funnel can lead to low conversion rates. So, it becomes crucial to understand which type of landing page fits into which sales funnel stage.

Let’s discuss one stage at a time.

Stage 1: Top-of-Funnel Landing Pages

The top of the funnel is an exploratory point where the target audience learns about your brand. Potential customers may be unaware of your business or product, so the primary goal of the top of the landing page sales funnel is to improve brand awareness.

The top of the funnel is not where sales are made.

What is a top-of-the-funnel landing page?

Top-of-the-funnel (ToFu) landing pages ensure visitors know you have something that could benefit them. They revolve around educating visitors, directly addressing their pain points, and raising awareness of potential solutions.


Such landing pages are less about your product and more about the targeted traffic and their requirements.


“Typically, the top of the funnel requires the most landing pages because it’s the opportunity to cast a wide net and capture as diverse an audience as possible. However, the middle of the funnel is also crucial; targeted landing pages here can effectively nurture initial interest into concrete leads by offering more detailed and specific information tailored to their interests.”

-Shawn Plummer  CEO The Annuity Expert

Types of Top-of-funnel Landing Page:

Keeping ToFu’s definition in mind, it becomes easier to pick landing pages that fit into this sales funnel stage perfectly. Top-of-the-funnel landing pages should give the space and approach required to create helpful campaigns for the audience.

Here are some landing page types that do the above:

1. Advertorial Landing Page

Advertorial landing pages are a clever mix of advertisements and editorials. They have articles that discuss at length the challenges visitors face and possible solutions to them.

Instead of directly jumping to a sales pitch, advertorial landing pages give the audience an in-depth understanding of their problem. This helps strengthen your final pitch, as the deeper your target audience understands their pain points, the more inclined they are to seek suitable solutions, potentially leading them to your services.


These landing pages are mostly clubbed with PPC ads found on social media, search, or on websites as display ads.

2. Pre-Launch Landing Page

A pre-launch landing page is a great campaign to promote and educate people about an upcoming product or service. It helps create awareness about issues your product aims to solve and is the first step towards nurturing potential clients.


The primary goal of this landing page is to cultivate a list of potential customers who would be interested in buying upon the product’s launch.

3. Quiz Landing Page

At the top of the sales funnel, a business utilizes buyer personas for targeted marketing, but such personas are mostly made up of old data that can sometimes be inaccurate. This issue can be solved with quiz landing pages that allow you to ask tailored questions to your audience.


It assists you in creating more accurate buyer personas and personalization of your future campaigns.

4. Newsletter Landing Page

This landing page focuses on building your newsletter’s subscriber list. Newsletter forms are often ignored when placed on a website. Landing pages for newsletters solve this by highlighting the shared information and helping visitors understand the value of subscribing.


5. Squeeze Landing Page

These are the ultimate landing pages if you want to capture your audience’s email. Squeeze pages are short, sometimes containing only a hero section. They are most often used for sharing top-of-the-funnel lead magnets and quickly creating an email list. Though the leads captured through squeeze landing pages might not be that valuable, through nurturing, they can be converted into clients.squeeze-landing-page.webp

Top-of-Funnel Landing Page Examples

Enough with theories. Let’s look into how businesses utilize top-of-funnel landing pages.

1. Typeform: Quiz Landing Page

Typeform beautifully uses a quiz landing page to start a conversation with its targeted audience. This campaign begins with a simple Google search query that leads to a Typeform landing page with an enticing quiz.


The quiz doesn’t feel like a quiz as it asks genuine questions and, at the same time, makes visitors more informed about the tool. It ends with swiftly moving these top-of-the-sales-funnel visitors towards mid-funnel by asking them to sign up for a free account.


2. YouTube Squeeze Landing Page Funnel

If you have a YouTube channel and want to connect with your audience for more personalized outreach, you can utilize a squeeze landing page funnel.

Whether the person is a first-time watcher or has been a long-time subscriber of the channel, the squeeze page is the perfect place to secure their personal information while sharing something valuable.

The same funnel method is used in the video below, where viewers are offered a lead magnet that complements their learnings from the video. The link to the lead magnet takes the viewers to a simple squeeze page with a minimal form.


Pro Tip:

Make sure the information at the very top of the landing page sales funnel is not about items or services but about the buyer’s interests and requirements.

Stage 2: Mid-Funnel Landing Pages

Your primary focus at the middle of the landing page sales funnel should be strengthening your rapport with your potential customers so that they can make a final decision.

It is vital to capture leads at this point in the funnel, as this is when visitors are considering whether to engage with you or look elsewhere. It becomes crucial to start talking about your product and its USPs through personalized campaigns and capture as warm leads through already-established channels and targeted ads.


“Dynamic landing pages adjust based on users' past actions or locations. As the funnel progresses, forms adapt to gather new lead information through progressive profiling, improving funnel performance. This feature is available on platforms like HubSpot.”

-Waseem Bashir  Founder & CEO at Apexure

Types of Middle-of-Funnel Landing Page

There are many different types of landing pages, and they are sometimes used interchangeably in the top and middle sales funnel stages, which is not a problem.

The only catch is to remember the landing page’s main purpose and use it correctly to present an offer.

1. Lead Generation Landing Page

As the name says, a lead generation landing page captures visitors’ information. They utilize various offers like a free demo call, trial, estimates, or USPs of the product to encourage potential leads to fill out the form.


These landing pages feature compelling offers tailored for warm leads or marketing qualified leads—individuals who recognize the problem and actively seek the best solution.

2. Webinar Landing Page

A webinar is a great way to share your expertise or the cool features of your product live with the audience. It helps you get the right exposure and showcase to prospects how your products or services solve their problems.


To attract the best crowd for your webinar, you need a webinar landing page funnel. It needs to be simple yet comprehensive, as it needs to capture leads, add them to a list, and keep them in the loop until the webinar goes live.

3. Lead Magnet Landing Page

Landing pages dedicated to lead magnet offers are specifically designed to capture visitors’ contact information by offering them something of value, often referred to as a “lead magnet.”

A lead magnet can be a whitepaper, surveys, ebooks, free trial, etc. The main aim of a lead magnet landing page is to capture leads. This landing page is used at the top and middle of the funnel, but the lead magnets change accordingly.


For example, a free trial lead magnet is more suitable for the middle of the funnel landing page, while an ebook is for the top of the funnel.

4. Splash Landing Page

Splash landing pages are a specific type of web page designed to capture the visitor’s attention immediately upon arrival.

Unlike traditional landing pages, which typically focus on conversions through forms or calls to action, splash pages deliver specific messages or options before a visitor continues to the main content. These are typically used for promotions or announcements.


5. Free Trial Landing Page

A free trial of a product sounds like a great offer for acquiring interested prospects and testing out the product’s features.


Though the free trial landing page falls under the category of a lead magnet landing page, it needs a special mention as SaaS companies are on the rise, and they definitely need a free trial landing page to strengthen their sales funnel.

6. Demo/ Book a Discovery Call Landing Page

While demo landing pages are for SaaS companies, discovery call landing pages are for companies that provide services.discovery-call-landing-page.webp

Both demo and discovery calls are amazing ways to introduce whatever you offer to your interested prospects who might have specific doubts about your product or services.


“As we scale our landing page funnel, I emphasize automation and segmentation. Automation tools allow us to manage increased traffic without sacrificing personal touch, while segmentation helps tailor the landing page content to different user groups. This ensures that as our audience grows, each visitor still feels like the experience is crafted just for them.”

-Phil Strazzulla  Founder SelectSoftware Reviews

Middle-of-Funnel Landing Page Examples

Let’s discuss some examples of MoFu landing page.

1. Alex Cattoni Webinar Landing Page

The best place to start a MoFu campaign is from your email list. Alex Cattoni follows the rules and targets her newsletter subscribers who are already interested in copywriting and freelancing.

Prospects who attend this program will interact with Alex live, which can encourage them to join her course, CopyPosse. She lists all the USPs of attending the webinar and then takes it a step further when people click on the link provided in the email which takes them to a compelling webinar landing page.


The webinar page includes elements such as a countdown, catchy imagery, social proof, reasons to attend, freebies, and, of course, amazing copy.


2. Demo Landing Pages Through SERPs

If you’re planning to use PPC search ads for demo landing pages, then you need to ensure that you don’t waste your ad budget by linking your ads to website pages.

For example, below, the SERPs showcase three pages for the query “marketing automation tool.” While the Zoho ad leads to a website page, Salesforce, and WebEngage ads go to a demo landing page.


Salesforce’s landing page is short and simple, while WebEngage tries to communicate its values through features and social proof. Two common elements in both demo landing pages are a chat option and a big form.


Pro Tip:

At this stage, we suggest you run A/B tests to improve the text, user experience, images, and CTAs. Test one feature at a time to identify which parts drove increases or decreases in funnel conversion rates.

Bottom-of-Funnel Landing Pages

As leads reach the final decision-making stage in your landing page funnel, blend the hard and soft selling strategies you’ve used at the top and middle of the funnel. It’s time to showcase why you excel beyond your competitors, simplifying the decision-making process for potential leads.

Also, it can be an emotional stage for the buyer. As a result, your messages and sales methods must be emotionally charged and tailored to specific demands.

Types of Bottom-of-Funnel Landing Pages

1. Comparison Landing Page

Comparison landing pages work against winning the race against the other available options to your lead. It showcases a transparent comparison between your product and others in the market, clearly stating why it stands out.


Such landing pages have elements like tables, quantified social proof, brief case studies, etc.

2. Sales Landing Page

This landing page fully focuses on your products or services. It features everything from unique selling points (USPs) and detailed benefits to product images, concise case studies, and social proof.


Each element is thoughtfully presented to ensure that your business stands out as a top contender in the visitor’s decision-making process.

3. Payment Landing Page

Payment-enabled landing pages are crucial for converting leads into clients. These pages typically feature pricing details, comparison tables, extensive social proof, and other key elements that help finalize a decision.


For ecommerce, it’s often strategic to design these pages first and target them with ads. In contrast, B2B companies should focus on developing a thorough landing page funnel from start to finish, guiding leads through each stage of the decision-making process.

Bottom-of-Funnel Landing Page Example

Bottom-of-the-funnel landing pages can effectively utilize PPC ads targeting specific keywords. For instance, ClickUp smartly targets the search term “Monday vs. ClickUp” with an ad that directs users to a competitor comparison page. This page aids potential customers in evaluating both products to make an informed choice.


The landing page features a detailed comparison table and an explanatory video. It prominently displays a “Free Forever. No credit card required” tag adjacent to the CTA button, clearly communicating the offer to all visitors.


Pro Tip:

Consider optimizing your pricing section at the bottom of the funnel landing page to increase your funnel conversion rate. Spend time on pricing presentation, ease of purchase, and page layout. We suggest keeping testing and improving the page for the most sales success.

How to Optimize a Landing Page Funnel?

Creating landing page funnels is just the beginning. These funnels need constant optimization to ensure consistent results and more.

Given that landing page sales funnels span various stages, developing a CRO system can simplify the process of managing and tracking their progress.

Ready to Build a Landing Page Sales Funnel?

Creating an effective landing page sales funnel starts with clearly understanding your marketing campaign’s objectives. Selecting the appropriate type of landing page—be it for lead generation or product sales—is essential for aligning with these goals.

A targeted sales funnel facilitates a smooth buyer’s journey, enhancing customer engagement and encouraging long-term relationships.

What You Should Do Now?

Found this blog post helpful? Here are more ways in which we can help your B2B business grow:
  1. Building a Landing Page Funnel:

    Creating conversion-focused landing page funnels becomes easy when you know how to design a good landing page. Apexure got your back with over 100 blog posts, all about landing pages.

  2. Need an Expert:

    To even build four full landing page funnels, you need a good amount of landing pages. Take the help of an expert that ensures you are on the right track. Book a call!

  3. Our Blog Posts Are Not Enough:

    If our 100+ blog posts are not enough for you, then check out our landing page portfolio which is full of inspiration. It will definitely give you some great ideas for your landing page funnel.

Frequently Asked Questions

What is a landing page in a sales funnel?

A landing page in a sales funnel is the initial page that visitors land on, designed to convert them into customers by prompting specific actions like signing up or purchasing.

What is the Goal of a Landing Page Funnel?
What's the difference between a funnel and a landing page?


About The Author

Waseem Bashir
Waseem Bashir,CEO

As CEO and Founder of Apexure, Waseem Bashir's decade-old experience in building high-converting landing pages extends to collaborations with Fortune 500 leaders. From free to paid he has tried his hands on all landing page builder tools and knows just the right fit for every business.

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