From click-through pages that propel visitors downstream to long-form sales pitches that educate and engage, each type is packed with impactful design tactics. Pre-launch teasers, product showcases, contact collectors and more – discover which approach aligns best with your goals. Learn how to analyze user needs and drill down on the details that drive desired results. By understanding these customized conversion champions, you’ll be empowered to intentionally design traffic-transforming touchpoints that transform fleeting visits into lasting value. This article energetically explores 7 high-performing landing page types to cut through the clutter and captivate customers.
Definitions:
- Landing pages: They are specialized web pages designed to capture visitors’ attention after they’ve clicked on a marketing message or advertisement.The goal of a landing page is to build on the information provided in the initial marketing contact and persuade the visitor to become a converting lead by prompting them to a specific desired conversion action.
- The 3 main landing pages:
- Standalone landing pages–It’s a dedicated webpage that exists separately from a company’s main website.
- Microsites–They are mini standalone websites focused on a specific topic or promotion.
- Internal landing pages–are dedicated pages within a company’s intranet or website. They provide targeted destinations for guiding existing users like employees to specific resources, updates and calls-to-action, rather than relying solely on full site navigation.
The 7 types of landing pages:
1. Click-through landing pages:
Click-through landing pages have a sole purpose of explaining an offer to visitors to convince them to progress further towards conversion.
They aim to warm up visitors and prepare them for a higher-converting secondary page where the transaction is completed.
The page focuses solely on guiding visitors to that final click through to the next step.
Elements to highlight:
- clearly calling out the offer upfront.
- using bullet points to explain benefits
- having a strong clear call-to-action to move visitors onwards in the funnel.
They keep messaging simple and focused on a single goal of propelling visitors to the subsequent conversion-oriented page.
2. Lead capture landing pages:
Also called “squeeze pages”, these pages gather a visitor’s name and email as personal data to build email lists.
The goal is to market future offers and products to the leads captured on the list.
They typically offer an incentive in exchange for submitting contact details.
True squeeze pages have no exit paths, just a submission button.
When designing these pages, the focus should be on :
- A prominent headline.
- Minimal other elements.
- Clear expectations.
- A short contact form.
For example:
The objective is to directly capture leads without distractions in order to build target email lists for future marketing use.
3. Long-form sales landing pages:
Long-form landing pages go into depth about a product/service to make a compelling case for converting.
Unlike most shorter LPs, they leverage their length to provide comprehensive education and build trust.
Common in B2B SaaS and technical industries where more information and trust is needed to persuade customers.
In addition to core elements, they feature:
- Extensive social proof from customers.
- Detailed FAQs.
- Video to further explain the offering on page.
While long, the copy still needs to be punchy and efficient, dividing content into carefully sized sections.
The page should focus on a single value prop and include calls-to-action throughout for engagement as visitors scroll through the long format.
Example: CRM Software, a long-form landing page might delve into the complexities of CRM management, highlighting common pain points and offering a detailed solution.
4. Microsites:
Microsites are smaller supplementary websites used for large campaigns, with their own related URL.
They are destinations users are driven to from marketing channels, qualifying them as landing pages.
Common uses include promoting car models/dealerships, real estate properties/developments, and B2B SaaS demos/resources.
Alternate uses include movie/entertainment promotions.
When developing microsites, focus on:
- Targeted keywords
- Simplify the URL
- Avoid mixing traffic from the main site for clean analytics and user experience.
The goal is to house promotional campaign content in a standalone yet optimized destination separate from the main website.
5. Product landing page:
Product landing pages allow exploring a product’s features/benefits more thoroughly than standard product pages.
They repurpose existing product content into an independent page optimized for conversions.
Should include:
- Problem-focused headlines
- High-quality product imagery/videos
- Social proof, reviews, pricing, and strong calls-to-action.
Go beyond benefits to share customer value – how the product saves time that can be spent elsewhere.
User-generated content like third-party reviews are highly effective social proof.
Remove navigation and focus on selling a single product at a time rather than comparing to others.
Consider a complete guide for building highly converting product pages using relevant examples.
Example: Wireless Noise-Cancelling Headphones
- Headline: Silence the World, Amplify Your Sound
- Hero Image: High-quality product image in a serene setting.
- Key Features: Noise cancellation, sound quality, comfort, battery life, controls.
- Customer Benefits: Productivity, audio experience, relaxation, uninterrupted listening.
- Social Proof: Testimonials, reviews, user-generated content.
- Pricing and CTA: Clear pricing, prominent “Buy Now” button, incentives.
- Additional Elements: Product images, videos, comparison chart, FAQs.
- Design: Minimalist, focused, mobile-optimized.
6. Pre-launch landing page:
Also called “coming soon” pages, they generate excitement and hype for a product/service before its official launch.
The goal is to collect leads, gauge interest, and build anticipation by enticing visitors to sign up for updates and early access.
They are commonly used as part of a launch strategy to cultivate early adopters and lay foundations for post-launch success.
Tips include:
- Focusing visuals to build hype.
- Following up engagement through email/social media.
- Making the page shareable.
In summary, pre-launch pages function as teasers to generate buzz, collect useful customer data, and start cultivating a community ahead of a product or service debut.
7. 404 landing page:
While not a typical landing page, a 404 page can go beyond just showing an error by helping users find what they’re looking for.
Strong 404 pages don’t just say there was an error, but provide useful links to keep users engaged on the site.
The best 404 pages clearly communicate the page is missing but offer a helpful hand to redirect users.
They are customized to the brand’s voice and focus on guiding visitors to important navigation areas.
Tips include:
- Using a friendly, helpful tone.
- Highlighting top navigation links.
- Focusing on redirection over upselling at this moment.
Well-designed 404 pages can convert what’s usually a bounce into an opportunity to retain users on the site.
How to choose the right landing page for your campaign?
The key question is how to choose the right type of landing page.
To determine this, ask yourself:
- What are your goals for the page– like generating leads, promotions, or sales? This narrows the options.
- Has anyone done something similar successfully? Take inspiration but customize for your own goals and brand.
- What are your users trying to accomplish? Consider their motivations as much as your own goals for the page.
- Why are users clicking and engaging? Understand what brought them and what problem they’re looking to solve.
- What should users do next? Plan the follow up experience like additional offers on a thank you page.
Analyzing these questions about goals, user needs and motivations helps identify the optimal landing page type to match intent and drive desired outcomes.
Learn how click-through pages propel visitors downstream while long-form pages educate and engage through depth. Discover tactics for teaser pages, product showcases, lead magnets and more. Determine which type best fits your goals by analyzing user needs and objectives. Simple questions provide insights to identify the most effective page format. Applying these customized approaches will allow you to intentionally design traffic-converting touchpoints. Take your leads from clicks to customers by choosing the right page optimized for driving the desired action.
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