A landing page is a powerful marketing tool designed to lead and drive conversions. Its primary function sets it apart from other web pages. Designed to be streamlined and persuasive, landing pages eliminate distractions — like navigation and other menus — to guide users toward a desired action.
Landing pages get their name from their role as the page a visitor “lands” on after clicking a link or ad from another source, such as an email marketing campaign, social media post, search engine result, or online ad. They serve one purpose: converting visitors into customers or leads.
Ready to create a high-converting landing page? Below, we’ll tell you how.
What Is a Landing Page?
A landing page has many names. Whether you call it a lead capture page, a static page, a squeeze page, or a destination page, you’re talking about the same thing: a standalone web page designed specifically to encourage visitors to take an action as a result of a marketing or advertising campaign.
A typical website has multiple pages, sub-pages, and sections that visitors can navigate to, often from the homepage. A landing page is different because it is a standalone web page that’s excluded from a website’s navigation.
A customer won’t just stumble across a landing page. They can only find it by entering your sales funnel through targeted efforts such as email campaigns, social media posts, search engine results, or online advertisements.
Landing pages are purposefully minimal, focusing only on the main call to action (CTA), like a sign-up page or a purchase button. By eliminating navigation and focusing solely on a conversion goal, landing pages streamline the user experience and guide visitors toward completing the intended action.
The Purpose and Types of Landing Pages
A marketing strategy can incorporate landing pages in a variety of ways.
- Lead generation: These landing pages offer something of value such as an e-book, webinar access, or a free trial in exchange for the visitor’s contact information, which allows you to nurture them in the future.
- Click-through: A clickable headline, for instance, gets visitors to click through to another page where the actual conversion will take place.
- Product launch or promotion: Create landing pages to build anticipation or generate buzz. Collect pre-orders or registrations for a new product or service. Get visitors to sign up for a newsletter.
- Event registration: As people click around on an event page, they are funneled to another page where they can buy tickets or register.
- Contests or giveaways: An exciting prize encourages participants to enter, leaving their contact information for future marketing purposes.
Are Landing Pages Still a Thing?
Yes, landing pages are still a highly effective tool! You probably encounter landing pages all the time without even knowing it, especially if they’re well-designed.
Despite the many new marketing channels and technologies in today’s world, landing pages remain a powerful tool for meeting marketing goals. The laser-focused, campaign-specific nature of landing pages continues to make them valuable.
How Do I Know If I Need a Landing Page?
Use a landing page in situations where you want to drive a specific action or conversion from your target audience.
Here’s a checklist to help decide whether creating a landing page is the right approach:
- Do you have a specific marketing campaign, promotion, or offer to run? A dedicated landing page can help you laser-focus the user experience to ensure that visitors are directed towards the intended goal without distractions.
- Are you driving visitors toward a single targeted action or conversion? A landing page eliminates distractions and guides users toward that goal, which increases the likelihood of conversion.
- Are you running paid advertising campaigns? Landing pages are ideal for optimizing post-click conversion rates to make your advertising efforts more effective.
- Do you need to capture leads for a future nurturing campaign? Lead generation landing pages with forms are highly effective as they allow you to nurture these leads over time.
- Are you looking to sell a product or service in a direct transaction? A focused click-through landing page streamlines the purchase journey to make it easier for customers to complete their transactions.
Landing Page vs. Website
While you could theoretically refer to any destination page as a “landing page,” an actual landing page is technically more strategic than your average website or web page. A true landing page focuses on a single CTA or conversion goal and does not take visitors to other parts of the site.
Here’s a quick and simple guide to the differences between a landing page and a website:
Landing page:
- Focused on a single conversion goal
- Minimal navigation and distractions
- Designed for a specific campaign or offer
- Optimized for conversions
- Often temporary or campaign-specific
Website:
- Provides broad information about a company
- Offers multiple pages and navigation options
- Designed for a general audience
- Typically long-term and evergreen
Can I Create a Landing Page Without a Website or Domain?
Yes, you can create a landing page without having a separate website or domain, using tools called landing page builders.
Landing page builders or platforms often have templates to choose from that can be customized with your own text, images, colors, and videos. This allows you to quickly create a professional-looking landing page tailored to your specific needs.
Building a fully functional website can be time-consuming. If you are in need of a marketing-focused page now with no delay, using a landing page builder is an excellent solution. This approach allows you to launch your campaign without delay and ensures you don’t miss out on potential leads or sales.
In the long term, though, it is wise to establish a domain and website so your business has a professional online presence to aid in building credibility and trust.
What’s the Difference Between a Homepage and a Landing Page?
A homepage and a landing page serve different purposes and have distinct designs. A homepage is the broad entry point to your business, and is not optimized for a specific conversion goal. Its goal is to introduce visitors to your brand and direct them to various areas of interest.
A landing page, on the other hand, is designed for a specific marketing campaign or offer. It is a standalone page without navigation — so no navigational menus. There won’t be a link to go back to the previous page, social media links, or page footers.The reason for this is to minimize navigation away from the page and distractions that could get your visitor interested in something else. The page is focused on a single conversion goal.
What’s the Difference Between an Entry Page and a Landing Page?
An entry page is the first page a visitor encounters when arriving at a website. It may be the homepage, or a blog post. An entry page is like an open door, leading visitors to a variety of other places on the site, so it probably doesn’t have a specific purpose or design.
While an entry page can serve various purposes, a landing page is laser-focused on a single conversion goal. Landing pages are typically minimal, with no distractions or additional navigation, and guide visitors toward completing one desired action.
Should I Use AI?
There’s nothing wrong with using AI tools. Many people use AI as a starting point to save time, reduce effort, and cut costs. However, it’s important to understand that the content generated by AI often requires editing before it can be used effectively.
Why is that? Because AI tools have limitations. While AI can produce content based on the data it was trained on, it does not have a deep comprehension of the subject, audience needs, or broader context like a human does.
Since AI models stitch together content based on language patterns, they can sometimes generate factual inaccuracies or nonsense statements, called “hallucinations.” Humans can identify and correct these errors.
AI may have biases or blind spots since its training data can’t include every possibility. Sometimes, AI-generated language can feel “flat” or “fake,” lacking nuance and depth that human-generated content typically has. Be sure to test and refine the language you get from AI, just like you would with content created by humans.
Quality is key. In essence, AI content generation is a powerful tool in the content-creation process, just like any other powerful tool. Use it to quickly generate initial drafts and ideas, then have someone you trust modify it with the details that your project requires.
Do I Need to Hire a Designer or Professional?
Hiring a professional may be the best route if you have a larger budget, require a highly customized and on-brand design, or if you’re running a high-stakes campaign where conversion rates are critical. However, for smaller projects or tighter budgets, DIY tools and templates can also produce effective landing pages.
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Pros of hiring a professional:
- Access to design expertise and industry best practices
- Professionally crafted visuals and layouts that align with your brand
- Efficient execution saves time
- Potential for higher conversion rates with optimized designs
Cons of hiring a professional:
- Higher upfront costs compared to DIY options
- Potential communication gaps or misalignment with your vision
- Limited control over the design process
- Reliance on the design professional for updates or changes in the future
If you decide to create the landing page yourself, remember that quality should be the top priority.
Alternatively, consider partnering with a content creation service like Crowd Content. This gives you the benefits of an agency, which can handle the entire landing page creation process while also considering your unique brand needs and integrating with your in-house team as necessary.
What Makes a Great Landing Page?
“Great” here means “effective.” While a landing page may be visually appealing, it must also deliver results to be truly considered successful
Here are some key elements that contribute to an effective landing page design:
- Consistent graphics: When a visitor arrives at your landing page from a social media post, email, or another page on your website, the visual continuity from page to page must be preserved. It should be clear that they are still interacting with the brand they started with. This is not the place to introduce surprises and disrupt their experience.
- Attention-grabbing headline: Include a compelling, benefit-driven headline that reinforces what the visitor is here to do. It needs to quickly capture their interest and convey the value they will receive.
- Short and targeted copy: The content on the landing page should be focused and easy-to-read to address the visitor’s pain points or desires directly.
- Persuasive visuals: High-quality, relevant images or videos should be used to reinforce the message conveyed in the text. These visuals help engage visitors and support the overall narrative of the landing page.
- Prominent CTA: Include an unmistakable button or form that motivates the visitor. Clicking the button or filling out the form should be the only thing they can do on the page.
An Example of a Fantastic Landing Page Design That Converts
We’ve been describing the features of a successful landing page. Now, let’s look at an actual landing page in action, like this sign-up page from Crowd Content.
Visitors find this page from Crowd Content’s “Services” page. After clicking on “Local SEO City Pages,” they are directed to a more detailed page about that service. A CTA button in the middle of the page says, “Get Started Now.”
Clicking that button takes visitors to the page where they can book a meeting. It’s a simple visual layout of side-by-side blue and white rectangles. The blue sidebar on the left offers social proof in the form of benefits, review stars, and a testimonial.
The right side has visually hierarchical headline elements that lead directly to the form.
The form asks for only the most critical info. Then, a bright blue button says, “Sign Up.” Beyond that, the only links are to the Terms & Conditions and Privacy Policy, or a sign-in link if the visitor already has an account.
The only other piece of information is a phone number. The potential customer has traveled this far through your sales funnel to reach the account creation form, so that is all you want them to do here.
How to Create a Landing Page From Scratch
Driving conversions and capturing leads is crucial to any marketing campaign’s success. Follow this easy step-by-step process to craft a high-converting landing page from the ground up.
1. Identify Your Target Audience
Create a detailed outline of your ideal customer. Understand their demographics, interests, and pain points to tailor your landing page to their needs.
2. Set Your Goal
Determine the specific, single purpose of your landing page. Is it to generate leads? Sell a product? Promote an event?
3. Create an Outline
Map out the essential elements of your landing page. The headline, value proposition, features/benefits, social proof, and CTA should be short, clear, and obvious.
4. Develop the Design
Develop a visually appealing yet clean and distraction-free design that aligns with your brand identity. Create mock-ups to experiment with different layouts and elements before finalizing the design.
5. Craft the Content
Write persuasive, benefit-driven copy that speaks directly to your target audience’s needs and desires. Use clear, concise language and avoid jargon or fluff.
6. Get the CTAs Right
Your call-to-action buttons or forms should be prominent and enticing, and clearly communicate the desired action. Strategically place the CTAs right next to the information to maximize engagement.
7. Highlight Social Proof
Build trust and credibility by showcasing customer testimonials, case studies, industry badges, or statistics that validate your offer.
8. Preview & Test
Before launch, thoroughly test your landing page across devices and browsers. Ensure the flow works smoothly and the visuals are consistent. This step helps identify and fix any issues before going live.
9. Get Tracking & Performance in Place
Integrate analytics tools to track metrics such as traffic sources, conversion rates, and user behavior. Use this baseline data to determine if the campaign needs adjustments in the future.
10. Refine & Optimize
Continuously analyze performance data and user feedback to identify areas for improvement. Experiment with different headlines, designs, or CTAs through A/B testing to maximize conversions over time. Regularly refining and optimizing your landing page ensures it remains effective and continues to drive results.
Should I Use a Template?
Using a pre-designed landing page template can seem like a tempting shortcut. Weigh the pros and cons before deciding if a template is the right approach for your needs.
Pros:
- Templates save time because they provide a ready-made structure.
- Many template options are free or budget-friendly, making them an affordable solution.
- Most templates allow for simple customization of colors, fonts, and content.
- Templates are typically already responsive and mobile-optimized.
Cons:
- You risk having a landing page that looks similar to other landing pages or looks “generic,” because templates are widely available and used for numerous different promotions.
- Customization options may be limited, which prevents you from fully tailoring the template to meet your specific needs.
- Templates may not match your specific marketing goals or target audience.
- Free templates may not provide the high-quality user experience your brand needs.
While templates can be a viable option for businesses with limited resources, professional help may be the better route for those seeking a truly customized, high-converting landing page. Remember, quality is key when it comes to landing pages, and a unique, well-designed page can make a significant difference in your campaign’s success.
At Crowd Content, our team of expert copywriters, designers, and marketers can collaborate with you to craft a bespoke, high-performing landing page tailored to your unique needs. Let us help you create a landing page that truly stands out and delivers results.
How to Create a Landing Page for Free
In today’s digital landscape, having an effective landing page is crucial for driving conversions and capturing leads. Fortunately, creating a professional-looking landing page doesn’t have to break the bank.
Start by selecting a free landing page builder like Unbounce (free trial); Leadpages (offers a money-back guarantee if you don’t get at least 30 leads within 30 days); or Instapage (14-day free trial). These platforms provide easy interfaces for creating landing pages without coding skills.
Once you’ve chosen a platform, browse through the available templates and select one that aligns with your brand and campaign goals.
After selecting a template, customize it to fit your needs. Most builders allow you to edit the text, images, colors, and layout, enabling you to create a landing page that reflects your brand identity.
Social proof can go a long way toward building trust and credibility with your visitors. Include customer testimonials, case studies, or industry badges to showcase your expertise and past successes. This validation can make visitors more likely to convert.
Make sure your CTA is prominently displayed and unmissable. Use contrasting colors and strategic placement to guide visitors toward the desired action, whether it’s signing up for a newsletter, downloading a resource, or making a purchase.
While your landing page builder might offer basic analytics, consider integrating more robust tools like Google Analytics (free) to track your page’s performance and make data-driven optimizations.
Once your landing page is live, continually test and refine it. Experiment with different headlines, visuals, and CTAs through A/B testing to find the winning combination.
Remember, while creating a landing page for free is possible, it’s essential to prioritize quality over cost. If you find yourself struggling or lacking the time and resources, consider working with experienced landing page experts like Crowd Content to ensure your landing page is optimized for maximum conversions and ROI.
Our Picks for the Best Landing Page Tools
1. Unbounce
- Overview: Unbounce allows users to create, publish, and test landing pages without the need for coding knowledge or IT resources.
- Ideal for: Building high-converting landing pages for various marketing campaigns including lead generation, click-through campaigns, and product launches.
- Suitable for: Businesses of all sizes, from small startups to large enterprises, across various industries.
- Pros: Drag-and-drop builder, mobile-responsive templates, A/B testing capabilities, integration with popular marketing tools.
- Cons: Limited customization options for advanced users, additional costs for premium features.
- Cost: Starts at $99/month, with a 14-day free trial available.
2. Instapage
- Overview: Instapage is a landing page solution that focuses on creating post-click experiences and optimizing for conversions.
- Ideal for: Creating landing pages for PPC campaigns, product launches, webinars, and other marketing initiatives.
- Suitable for: Businesses of all sizes, particularly those with a strong focus on paid advertising and conversion rate optimization.
- Pros: Intuitive builder, heat maps, conversion analytics, integration with popular advertising platforms.
- Cons: Limited free plan, relatively steep learning curve.
- Cost: Starts at $199/month, with a 14-day free trial available.
3. Leadpages
- Overview: Leadpages is a versatile platform that allows you to create landing pages, websites, pop-ups, and alert bars.
- Ideal for: Building landing pages, opt-in forms, and lead magnets for capturing leads and growing email lists.
- Suitable for: Small businesses, entrepreneurs, and marketers looking for an all-in-one solution.
- Pros: Affordable pricing, intuitive drag-and-drop builder, more than 250 templates, integrated email marketing tools.
- Cons: Limited customization options, some features may be overkill for simple landing page needs.
- Cost: Starts at $37/month, with a free trial available (limited features).
4. HubSpot
- Overview: HubSpot is a comprehensive marketing, sales, and customer service platform that includes a landing page builder.
- Ideal for: Creating landing pages as part of an integrated marketing strategy, including email campaigns, lead nurturing, and CRM integration.
- Suitable for: Businesses of all sizes that are looking for an all-in-one solution for their marketing, sales, and customer service needs.
- Pros: Seamless integration with other HubSpot tools, extensive customization options, advanced analytics and reporting.
- Cons: Expensive for small businesses or those only needing a landing page builder — price includes much more than landing pages.
- Cost: Starts at $15/month for the Marketing Hub (includes landing pages), free trial available.
These are just a few of the many landing page tools available on the market. If you’re unsure which tool is best for your business or you need professional assistance with landing page creation, consider reaching out to Crowd Content’s team of experts for personalized guidance.
Legal Considerations for Landing Pages
Don’t overlook your legal compliance responsibilities. As you capture leads and drive conversions, you must also adhere to privacy laws and regulations to protect user data.
One of the most significant legal considerations for landing pages is compliance with data protection and privacy laws, such as the General Data Protection Regulation (GDPR) in the European Union and the California Consumer Privacy Act(CCPA) in the United States. These laws govern how businesses collect, store, and use personal data, including the information gathered through landing page forms and lead capture mechanisms.
Have clear and accessible privacy policies and terms of service that outline how you handle user data. Where applicable, include consent forms that allow visitors to explicitly agree to your data collection and usage practices. This transparency is essential for building trust and staying compliant with legal requirements.
Beyond data privacy, there may be other legal considerations depending on your industry, your location, and the nature of your landing page content. For instance, certain claims or representations made on your landing pages may need to be substantiated to comply with advertising and consumer protection laws. Making unverified claims can lead to legal repercussions, so always ensure your content is accurate and supported by evidence.
Reputable organizations, such as the International Association of Privacy Professionals (IAPP) and the Association of National Advertisers (ANA, formerly known as the Direct Marketing Association), also offer educational resources, best practices, and industry-specific guidelines to help businesses stay compliant.
Leveraging Landing Pages for Enhanced Marketing Outcomes
Even though digital marketing is ever-evolving, landing pages remain a powerful tool. By strategically incorporating well-designed landing pages into your marketing strategy when there is a specific goal in mind, you can maximize marketing impact and drive tangible results.
Landing pages are dedicated post-click destinations that allow you to laser-target specific audience segments, eliminate unnecessary distractions, and guide visitors through a carefully curated journey that leads them directly where you want them to go.
A landing page is not a one-and-done concept. Check your ROI and A/B test to keep your campaigns relevant and successful.
Whether you hire a content company to create a customized landing page for you or create your own, a strong landing page will strike a balance between targeted content and the buyer’s journey. Ultimately, leveraging landing pages as a core component of your digital marketing strategy is a strategic investment that yields tangible returns.
