What is a landing page? Everything you need to know to get started

By Rhonda Bradley Might 22, 2024

Ever marvel why some companies have a knack for reaching their advertising objectives?

Driving gross sales and leads is important to any profit-based enterprise. However why does it appear to be a lot simpler for some than others?

In lots of instances, the reply is outrageously easy. 

Excessive-converting touchdown pages assist gas development extra shortly. Should you’re not utilizing them, you’re in all probability lacking out on the conversions your corporation must thrive.

What are touchdown pages? Ask 10 completely different individuals and also you’ll in all probability get 10 completely different solutions! 

This information clears that up for you and supplies a crystal-clear clarification (with loads of examples!) so you’ll by no means once more marvel what the time period “touchdown web page” means.

To higher perceive the actual affect of touchdown pages, I linked with greater than 50 companies to seek out out whether or not or not they really work. I’ve shared a lot of their tales and insights, plus a couple of priceless ideas, within the information beneath.

Preserve studying to seek out out what touchdown pages are and the way actual individuals use them to develop their companies.

All the things it is advisable learn about touchdown pages

What is a landing page?
Landing page vs. website: What’s the difference?
Why landing pages matter: Experts weigh in on the benefits
How do landing pages work?
What makes a high-converting landing page?
Landing page FAQs

What’s a touchdown web page? 

A touchdown web page is the place a customer “lands” after clicking a call-to-action (CTA) hyperlink on a search engine outcomes web page, advert, e-mail, weblog publish, or social media content material. 

For instance, Desires Journey Consulting makes use of a touchdown web page to supply a free information on Disney World Luxurious holidays in change for guests sharing their e-mail tackle.

Touchdown pages encourage guests to take just one particular motion, akin to:

• Subscribe to your publication
• Schedule a session
• Buy a product
• Signup for a service

Changing guests to subscribers, prospects, or shoppers, by way of using a touchdown web page, is a key factor of profitable digital advertising methods.

Right here’s an instance of a basic touchdown web page with one singular objective: to transform guests to publication subscribers. 

As you scroll down the Hustle landing page, its copy stays targeted on the advantages of signing up for its publication. The web page doesn’t comprise hyperlinks or copy that promote something apart from its singular objective of encouraging subscription conversions.

There are many kinds of landing pages, so the content material and design of those advertising powerhouses can fluctuate dramatically relying on the web page’s objective, viewers, and model. 

Whereas all of them ideally help one main objective, there’s lots of flexibility in the way you create them.

Touchdown pages can:

• Serve almost any conversion objective from publication subscriptions, product gross sales, and companies to signing up for a demo, free trial, or session. 

• Exist as a printed web page in your web site or on a advertising platform.

• Function web page designs that vary from easy to complicated. Some maintain the design primary, together with only a call-to-action and signup kind. Others go all-out with eye-catching graphics that compel readers to proceed scrolling.

• Embrace little or no copywriting or an overload of data (often someplace in between).

• Touchdown pages may be any size. Some touchdown pages are brief and comprise solely the header picture and CTA. Others may be very lengthy and scroll down for what appears an eternity.

What’s a conversion on a touchdown web page?

In digital advertising (and on touchdown pages), a “conversion” refers back to the motion you desire a customer to take. 

The time period “conversion” adjustments in response to the touchdown web page and its objective. For instance, well-liked conversion objectives embody:

• Subscribe to your advertising emails or publication
• Join a subscription service or free trial
• Create an account along with your firm
• Obtain an e-book or whitepaper in change for his or her contact info
• Schedule a session
• Attempt a free demo
• Make a sale

On touchdown pages, taking the specified motion featured in your name to motion (CTA) is taken into account a conversion. If somebody clicks on the hyperlink in your touchdown web page and schedules a free session, that is thought-about a conversion. 

Within the instance beneath, The Weight Loss Academy touchdown web page options the CTA “Purchase now.” So each time somebody clicks on the CTA button and completes a purchase order, it’s counted as a conversion.

Touchdown Web page vs. Web site: What’s the Distinction?

On the subject of how touchdown pages and web sites are structured, consider your web site as a continent; it has many pages which are all linked collectively and it’s simple to navigate from one nook of your web site to a different. 

Now consider your touchdown web page as an island off the coast of that continent. It stands alone and doesn’t hook up with your continent. 

That’s how a touchdown web page is completely different from an internet site, structurally. 

Web sites present as many hyperlinks and pages as wanted to reply customer questions and information them towards buying a services or products.

Touchdown pages information guests to take one single motion.

For instance, The College of Pure Therapeutic makes use of each touchdown pages and an internet site to advertise its programs. Beneath is an instance of its web site, which incorporates a number of completely different hyperlinks plus a navigation menu to select from.

Its touchdown web page, alternatively, has just one goal: To promote its Household Herbalist Course.

What’s the distinction between a touchdown web page and an internet site web page?

Web site pages assist guests discover the knowledge they want, and infrequently comprise a number of hyperlinks and matters. Touchdown pages are laser-focused on one particular objective and comprise a single call-to-action hyperlink. 

Should you’re not conversant in digital advertising phrases, you may simply assume {that a} “touchdown web page” is any web page in your web site that folks land on.

Nevertheless, in digital advertising, a “touchdown web page” is a specialised web page that’s a part of a selected technique. It serves just one goal: to information conversions of 1 factor (ie, signup, sale, session, and many others.). 

Ideally, its design removes all distractions, together with sidebars and navigation menus.

For instance, Design Rush company referral service makes use of each an internet site and touchdown pages in its advertising technique. 

The Design Rush web site house web page contains greater than 12 CTA hyperlinks to assist guests discover the knowledge they want, together with:

1. Get began
2. Browse service classes (with hyperlinks to a number of)
3. Submit your design
4. See all awarded designs
5. Discover model and company “spotlights”
6. Join the mailing listing
7. Submit your company
8. Go to company web sites
9. View company profiles
10. Submit your challenge
11. View initiatives
12. Get in contact

Its touchdown web page, nonetheless, focuses on a singular objective and CTA. Within the instance beneath, its lead era touchdown web page incorporates a singular call-to-action, “Inform Us About Your Challenge,” which is repeated thrice all through the web page.

Design Rush landing page

You’ll additionally discover that the design above helps a single conversion goal by eradicating all potential distractions, together with the corporate brand and principal navigation menu.

DesignRush Common Supervisor Gianluca Feruggia says that touchdown pages are an instrumental a part of the corporate’s technique and that they’ve made a major affect on the agency’s development.

Internet hosting a touchdown web page by yourself web site, as Design Rush does, requires a little bit of design and again finish know-how. This is likely one of the causes many individuals host theirs on touchdown web page platforms as an alternative of their very own web sites.

Do you have to create a touchdown web page or an internet site web page?

Would you like a customer to do one factor and keep targeted on a easy activity? Or would you like them to discover and find out about you?

• In case your reply is “do one factor,” you then want a touchdown web page.

• If it’s “discover and study,” then it’s your decision an internet site. 

The place are touchdown pages revealed?

Touchdown pages are generally hosted on firm web sites however might also be published on a dedicated marketing platform. 

For instance, Jess Creatives makes use of a devoted URL on its web site to host a lead-generation touchdown web page. The primary navigation menu reveals on the higher proper aspect, nonetheless, the web page stays true to 1 singular objective; encouraging guests to obtain a free search engine optimisation information and share their e-mail addresses.

Founder Jess Freeman says that utilizing a devoted touchdown web page helps her free obtain to face out, and makes it simpler for her to share the hyperlink on social media and podcasts.

For many individuals, publishing touchdown pages on the corporate web site works simply high-quality. 

Nevertheless, internet hosting your touchdown web page offsite, on a devoted advertising platform, is a superb possibility for individuals who:

• Don’t need to sort out the design challenges required to take away all web site parts (akin to web site navigation and sidebars) that might distract from the web page’s conversion price. 

• Are in search of enhanced touchdown web page optimization (akin to quicker web page load speeds) and extra focused analytics for working checks and experiments.

• Would not have an internet site however nonetheless need to drive leads, conversions, and gross sales. You don’t want an internet site to have a touchdown web page. This can be a good possibility for individuals like creators and solopreneurs who’re simply beginning out.

For instance, World Peace Cookies and Desserts makes use of a touchdown web page hosted by AWeber. This supplies them with fast design templates and lightning-fast web page load speeds that don’t require design or back-end optimization expertise.

Why touchdown pages matter: Consultants weigh in on the advantages

Touchdown pages may also help you generate much more leads, conversions, and gross sales than web site pages.

However the advantages don’t cease there.

Touchdown pages additionally assist to:

• Simplify the client journey.

• Enhance your knowledge assortment and evaluation.

• Phase and personalize your advertising content material.

• Launch low-cost advertising campaigns that produce a superb ROI.

Touchdown pages ship huge on the issues that matter most to your model.

How companies profit from touchdown pages

I linked with a number of enterprise house owners, entrepreneurs, and businesses throughout a number of industries to seek out out why touchdown pages matter to them. 

Right here’s what they needed to say.

Ling App CEO Simon Bacher says that touchdown pages “haven’t solely helped in driving site visitors in direction of our platform however have additionally performed a significant position in selling our merchandise and companies by showcasing our distinctive worth proposition.”

Within the instance beneath, Ling App makes use of its touchdown web page to spotlight the immersive language studying method that differentiates its service from different academic apps. 

In line with MeasureSchool Content material & search engine optimisation Supervisor Aleksa Filipovic, “The advantage of touchdown pages is that they’re designed with only one objective in thoughts. That lets you personalize the web page to your target market as a lot as potential.”

Within the instance beneath, MeasureSchool’s lead era touchdown web page (which is accessible solely from the model’s YouTube web page) encourages guests to join free entry to its programs. 

Sarah Blocksidge, Advertising Director at Sixth City Marketing, says her company makes use of customized touchdown pages to tailor their advertising to the completely different industries they characterize.

She explains, “We’re a digital advertising company and work with many enterprise sorts, akin to dentists, so we now have pages that concentrate on individuals in these particular person industries in search of advertising assist.” 

Blockridge provides, “With industry-focused touchdown pages, you may get tremendous granular in your content material and create tremendous distinctive and useful content material that not solely ranks properly, however converts properly too.”

Million Dollar Sellers CEO Ian Sells says that touchdown pages have considerably enhanced his firm’s advertising efforts. Within the instance beneath, the corporate makes use of a touchdown web page to advertise its Encourage 2025 convention.

“Your touchdown web page is your single most essential asset as a enterprise proprietor.”

Jamie Sutton, HeadshotPro 

“All advertising efforts depend on touchdown pages to transform new eyeballs into paying prospects,” says HeadshotPro Director of Advertising Jamie Sutton. He says that his firm invests closely in touchdown web page advertising and that it has paid off. 

What are you able to do with touchdown pages?

Established companies with web sites use touchdown pages to drive conversions for almost any kind of promoting marketing campaign.

However small companies and solo-run companies that don’t have an internet site (but) can profit simply as a lot – if no more – than established firms. 

For small companies, touchdown pages present a cheap solution to construct and drive site visitors and gross sales, plus start constructing your e-mail listing — even in case you have no web site.

How do touchdown pages work?

Touchdown pages information guests alongside the advertising funnel by way of a 4-step course of: Click on, land, motion, and conversion.

1 – Click on: Somebody clicks on a call-to-action hyperlink in your content material, promoting, or on a search engine outcomes web page. This can be a hyperlink in an advert, social media publish, weblog, e-mail, visitor publish, and many others. – wherever you’ve featured the touchdown web page hyperlink.

For instance, the Fb advert beneath incorporates a “Study Extra” CTA hyperlink.

2 – Land: Ater the particular person clicks in your CTA hyperlink, they’re taken to your touchdown web page.

The One Peak Artistic Fb advert drives site visitors to its landing page (see instance beneath) . The web page has one easy objective: to get guests to buy its course.

3 – Motion: The touchdown web page encourages guests to take motion, often within the type of a daring button with a brief call-to-action, akin to:

1. Purchase Now
2. Subscribe
3. Enroll Now
4. Schedule a session
5. Get your free demo
6. Join in the present day!

4 – Conversion: The customer takes the specified motion. Congrats, your touchdown web page labored its magic!

What makes a high-converting lead era touchdown web page?

Maybe the most well-liked kind of touchdown web page is the lead era web page. Its goal is to seize customer info in change for one thing of worth, like an e-book, template, or white paper.

A high-converting lead era touchdown pages all the time embody a sign-up kind to gather subscriber info, akin to e-mail addresses, names, pursuits, location, and extra. However, as you’ll be able to see from the picture beneath, touchdown pages may also embody a lot extra. 

Fundamental parts of a high-converting lead era web page

Profitable lead era pages have a couple of issues in widespread:

A – A compelling headline that encourages individuals to enroll.
B – Robust copywriting that describes your supply and advantages in as few phrases as potential.
C – One clear call to action.
D – An indication-up kind to seize subscriber info.
E – Some type of social proof.
F – Constant branding and design.
G – Social media buttons to encourage subscribers to seek out out extra about you and have interaction with you additional

Tricks to create a touchdown web page that converts

#1 Write like a professional: The most effective touchdown pages embody high-quality copywriting.

#2 Write to your target market: Excessive-converting pages make your viewers really feel seen as for those who completely perceive their drawback.

#3 Use confirmed templates: Templates may also help you save money and time by providing writing prompts that aid you efficiently talk your worth. 

For instance, AWeber has a huge selection of templates that allow you to create customized, skilled touchdown pages in minutes.

AWeber touchdown web page templates

#4 Put the reader first. The most effective-performing advertising copy does one factor actually, very well: it focuses on the advantages of a product service to the client, quite than particular options. 

TIP: Problem your self to put in writing your touchdown web page utilizing the phrase “you” greater than “we” or “I.”

#5 Incorporate extremely visible content material: Don’t hesitate to embed engaging and interactive content in your touchdown pages! Simply make certain that it doesn’t decelerate your web page velocity. 

Should you’re utilizing an expert internet hosting service, akin to AWeber, you shouldn’t have to fret about this. Nevertheless, for those who’re publishing it to your web site, you’ll need to make certain it’s optimized and examined to make sure that it masses at lightning speeds throughout all forms of units.

#6 Embrace one (and just one!) linked call-to-action. On longer touchdown pages, be happy to repeat the CTA often.

#7 Take away distractions: Navigation menus and sidebars can distract your guests from the web page’s principal goal. Slightly than encouraging them to browse your web site, use your touchdown web page to information them towards your conversion objective.

#8 Embrace social proof: If potential, embody buyer suggestions or one other kind of trust-building content material in your touchdown web page.

Hanna Feltges, Development Marketer at Niceboard, says “One of the vital essential touchdown pages for Niceboard is our free trial signup web page.”

“Incorporating social proof on all our touchdown pages within the type of critiques, buyer logos, or critiques with star rankings,” Feltges explains,“ has confirmed to extend time spent on web site and free trial signups by round 20%.”

Within the instance beneath, Niceboard contains the logos of companies they’ve labored with as social proof.

You don’t want huge model names to supply social proof. Should you’re simply getting began, you’ll be able to embody one thing so simple as clips from buyer suggestions or evaluation rankings as social proof.

#9 Check, analyze, and optimize: Experiment with completely different variations of your touchdown web page to study what works finest to your viewers.

Helen Garfield, proprietor of The Creatives Desk, recommends making an attempt completely different variations of your touchdown web page so you’ll be able to monitor the outcomes and optimize it to your viewers.

For instance, Garfield spent three months testing 4 variations of her touchdown web page (proven beneath). Over time, she discovered that product photos end in extra conversions than inventory photographs, way of life photos, or teams of photos.

Touchdown web page FAQs

Do I want a touchdown web page?

Should you’re a brand new enterprise in search of a solution to get your self on-line, promote merchandise, develop your e-mail listing, and join with individuals — then a touchdown web page is a superb answer.

Should you’re a enterprise that already has an internet site however is trying to enhance your development and income by way of larger conversion charges, touchdown pages are a must have software.

Do I want an internet site if I take advantage of touchdown pages?

Should you finally need to give your guests a solution to find out about your corporation and discover all of your choices — and you’ve got the time, cash, and sources to create a fantastic web site — go for it! 

Remember, even with an internet site, you’ll nonetheless use touchdown pages to develop your e-mail listing, promote services or products, and generate leads (if related) akin to a demo, session, or free trial. 

Your touchdown pages maintain guests targeted on a single supply with out the standard web site distractions, akin to different hyperlinks that curiosity them.

Plus, you’ll be able to customize the URL of your landing page so it seems as if it’s a part of your web site and retains branding constant. 

Do I want an internet site to have a touchdown web page?

No, you do not want an internet site to launch a touchdown web page. You should utilize a service like AWeber to construct and host your touchdown pages, which you’ll promote by way of e-mail advertising, social media, or paid promoting.

How lengthy does it take to create a touchdown web page?

How lengthy it takes to create your web page is dependent upon what you’re selling and what kind of touchdown web page you want.

You possibly can create a lead era touchdown web page for e-mail subscriptions in minutes utilizing a landing page builder with templates, on a platform like AWeber.

Extra complicated touchdown pages, that you simply construct and not using a template, can take wherever from 2 – 10 days relying on the size of the web page and what kind of data and media you embody.

How a lot does a touchdown web page price?

You possibly can create skilled touchdown pages totally free with a user-friendly touchdown web page builder and design templates. 

Should you rent somebody to create a touchdown web page for you, anticipate to pay between $300 – $2,000 per touchdown web page. Charges fluctuate fairly a bit, and your prices could also be kind of than that. 

Most enterprise house owners agree that touchdown pages are definitely worth the funding. However rising firms can’t all the time afford the excessive worth tags that associate with good designers and copywriters. 

The excellent news is which you could construct efficient, skilled touchdown pages with little to no price range in any respect. How? Use an e-mail advertising platform that features a touchdown web page builder, templates, and internet hosting (trace: like AWeber).

Do I want design expertise to construct my very own touchdown web page?

Should you use a complete program to construct your web page, then you might want some expertise to construct it in a approach that appears skilled.

Nevertheless, for those who use a beginner-friendly touchdown web page builder with a template, you’ll be able to create a touchdown web page in minutes — even in case you have completely no design expertise.

What number of touchdown pages ought to I’ve?

You possibly can have as many touchdown pages as it is advisable promote your organization’s completely different choices. 

Nevertheless, for those who’re new to touchdown pages, it’s finest to begin with one and focus your efforts on driving conversions.

You can too use completely different variations of the identical touchdown pages to experiment and see what design and writing work finest to your viewers. 

How do I drive site visitors to my touchdown pages?

You possibly can drive site visitors to your touchdown pages by inserting a hyperlink in your social media content material, weblog content material, e-mail advertising or publication, or paid adverts.

Getting began with touchdown pages

On this information, we’ve coated every little thing from understanding what touchdown pages are to how you need to use them and why they matter to rising companies.

While you’re able to get began, why not maintain it easy?

At AWeber, we make it simple so that you can construct touchdown pages with a drag-and-drop touchdown web page builder plus a big selection of templates to get you began. And because it’s AWeber, your pages work hand-in-hand with our e-mail advertising instruments, which allow you to phase and personalize all of your campaigns.

Open an AWeber account today and start constructing an expert touchdown web page for your corporation now!