A landing page is a distinct page on your website that’s built for a single conversion objective. Built to be (largely) independent from your website, it has no focus except that conversion objective.
There are a few main types of landing pages you need to know about:
- Squeeze page: A page built to elicit information from a person, usually centered around an incentive like a downloadable ebook, VIP demo, etc.
- Ecommerce page: A page built to drive an ecommerce checkout, usually centered around a large image, specifications, reviews and an “add-to-cart” CTA.
- Pre-launch page: A page built to elicit information from a person, usually centered around a future incentive (think Kickstarter or “provide your email now and you’ll be the first to know when we launch”).
- Ad campaign page: A page built to receive traffic from an advertising campaign, always centered around the same offer as the ad. Messaging, design and tone should match perfectly.
For the complete answer to “What is a landing page?” check out our article What is a Landing Page?
Every sector can implement landing pages effectively. If you start to consider that, at its foundation, a landing page is very simply “a page built for a single conversion objective,” it’s easier to figure out how you can use them within your website.
A couple landing page examples:
Landing page for email-gated content (squeeze page):
Landing page for product: