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7 Types of Landing Pages You Should Be Using

Joanna Taylor Profile

by Joanna Taylor

Last Updated: October 2, 2023

Types of landing pages

We’ve all heard the saying: “You never get a second chance to make a first impression.” 

This is especially true in digital marketing. 

First impressions count, and you get only one chance at making a good one. But how do you make a good first impression online? 

That chance comes through a landing page. A well-designed landing page is crucial to converting visitors into leads and customers. 

From lead generation and product promotions to event registrations and content downloads, we will uncover seven different types of landing pages that are proven to drive results and maximize your marketing efforts.

Understanding Landing Pages: A Quick Overview

A landing page is a specially designed web page you reach when you click a link, ad, or search result. Think of it as a friendly digital welcome mat that invites you to explore. 

It is typically created to capture the visitor's attention and motivate them to perform a particular action, like filling out a form, buying a product, or downloading a resource.

Unlike a regular website page, a landing page is focused on a single objective, with minimal distractions and targeted content to maximize conversions

A good landing page should have the following elements:

A catchy headline that summarizes the main value proposition
A clear and compelling subheadline that elaborates on the headline
A relevant and attractive image or video that supports the message
A brief and persuasive copy that highlights the features and benefits of the offer
A strong and visible call-to-action button that tells you what to do next
A simple and user-friendly form that collects your information (if applicable)

Below is an example of a high converting ecommerce landing page that follows these best practices.

Ecommerce landing page example framework

So, now that you know what a landing page is and how it works let's explore the best types for your needs.

Types of Landing Pages You Should Be Using

These are the top seven landing page types for your digital marketing or online presence.

1. Click-Through Landing Page

A click-through landing page is designed to encourage visitors to click on a button or link, directing them to another page where they can carry out an action, such as making a purchase, subscribing to a service, or downloading a file.

Click-through landing pages are often used by e-commerce businesses or online marketers who want to warm up their potential customers before asking them to purchase or provide their contact information.

A Quick Read: 12 High Converting Ecommerce Landing Page Examples For 2023

Click-through landing pages can increase conversions, turning visitors into customers or leads. 

In fact, a study by HubSpot found that the average landing page conversion rate across all industries is 9.7%. However, only 23% of visitors use click-through buttons, which means there is a lot of room for improvement for many businesses. 

An example of this kind of landing page is Moz Pro.

Moz click-through Landing page

Moz Pro is a complete SEO tool kit that helps you improve your website for search engines. The landing page for Moz Pro is a good click-through landing page because it:

  • Has one big button that says “Start my free 30-day trial”, which makes visitors want to try it and see how Moz Pro can help them.
  • It is the middleman between the ad and the final conversion page, which is the account creation page.
  • It does not ask for lead information via a form but provides information about the features, benefits, and pricing to persuade visitors to click the CTA button.

2. Squeeze Landing Page

Squeeze landing pages, despite their name, are about something other than forcing or deceiving visitors into giving up their email addresses. 

Instead, they're cleverly designed to entice your audience willingly. 

Think of them as the smooth talkers of the digital world.

These specialized landing pages have a singular mission: to capture those precious email addresses. Their minimalist and simple design has a single purpose — to persuade visitors to enter their email and submit a form.

What awaits them on the other side is an offer like a money-saving coupon or free ebook — they won't be able to resist sharing their email with you.

An example is marketing agency Soar.

Squeeze page type of landing page

Here's why Soar makes a great example of a squeeze landing page:

  • It features a simple email address lead capture form presented front and center on the page - and above the fold.
  • There are few distractions and no navigation links that might divert the visitor's attention - keeping the focus on the conversion goal.
  • The benefits of the download (in this case TikTok hooks) are clearly stated below the form.

So, why the fuss over squeeze landing pages? 

Email marketing is one of the most effective and profitable ways to grow your business online. 

According to a study by Litmus, generates $36 for every $1 spent!

But it's not just about the numbers. Email marketing also lets you build relationships, and create personalized content that engages your prospects.

The endgame? Transforming them into loyal, devoted customers. 

Must-read: How To Get A Double Optin Email List

3. Lead Capture Landing Page

Another type of landing page you should consider is using lead-capture landing pages. 

These pages are similar to squeeze pages but go a step further. When visitors visit these web pages, they don't just ask for a little information. They ask for more, like their name, email, phone number, or even company name.

By gathering this info, you can change your visitors into leads. After that, you can keep in touch by sending them content that suits them best until they are ready to purchase.

Lead-capture landing pages are crucial for online businesses. They help you expand your email list, reach a wider audience, boost sales, and categorize leads by their interests and needs.

Here's an example to give you an idea of a good lead-capture landing page.

Lead Capture Landing Page

This lead capture landing page from Scalable has:

  • A clear, compelling headline that states exactly what is being offered on the landing page  "Company Expense Ratio Analyzer Template"
  • A prominent CTA button that says “Download Your Copy Here,” which encourages visitors to take action and get access to the download
  • A 2-step opt-in process which benefits from the pyscological effects of visitors completing an action once started - so increases opt-in rates.

The form on the popup from Scalable asks for more information than a squeeze landing page but a visitor is likely to complete the form if the lead magnet (in this case a template) is enticing enough.

4. Splash Page

Splash pages are like the greeters of a website, popping up before you dive into the main content. 

They serve various purposes: introducing the website, showcasing special offers, sharing important disclaimers, or seeking information from visitors.

What sets them apart from landing pages or homepages is their focused nature – they have a singular goal and a solitary call-to-action button or link.

Splash Landing Page

This splash page stands out as an effective example for several reasons:

It incorporates a strategically initial page that precedes the main page, immediately capturing visitors' attention.
The page immediately showcases the Veuve Clicuot brand and uses enticing imagery to engage a visitor
The form presented (in this case an age verification) is clearly presented on the center of the page with a bold button that cannot be missed.

5. Coming Soon Page

Coming soon pages are like sneak peeks for your website, just like movie trailers. They give your visitors a little taste of what you're working on, keeping them curious and excited about your upcoming product or business launch.

Plus, they're handy for gathering email addresses from interested people.

Coming soon landing page

The above page exemplifies several key aspects of an effective "coming soon" landing page. Here's why:

It prominently features a clear and concise headline that informs visitors about the imminent arrival of the product with the words "Coming soon."
It includes a descriptive message encouraging visitors to subscribe to the newsletter for additional information about the product.
The page incorporates a compelling Call to Action (CTA) with the directive "Sign up!" to prompt visitors to take action and subscribe.

6. Product Page

A product page is a special spot on a website where you can learn all about a specific product you can buy or use. 

It tells you the product's name, how much it costs, what it can do, what it looks like, what others think about it, and gives you a button to buy it.

Unlike other web pages like the homepage, a blog post, or a lead capture page, a product page has one main job: to convince you to purchase that product. 

To do this, it needs to show you why the product is awesome, build your trust, and make it easy to explore and decide if you want it.

Also Read: 13 Product Landing Page Examples for 2023

Coldture Product Landing Page Example

The Coldture product landing page has:

A good picture of the product being sold: the Coldture Cold Plunge. The picture is high-quality and shows the product in use.
A price and a brief explanation, highlighting its main benefits and features, including important health benefits
The product page also has a simple CTA, “View Product,” prominently displayed below the picture and the explanation.

7. About Us Landing Page

An 'About Us' page is your website's way of saying, "Hey, we're not just a faceless entity!" 

It's where you share your story, what you're all about, and how you can help visitors.

Unlike the homepage, which is like the front door, the 'About Us' page lives in the menu. It's all about building trust and convincing people to take the next step, like signing up for your newsletter or purchasing.

So, you have to ensure it has a clear, enticing CTA to guide them on their journey.

About us landing page

The above is an excellent "About Us" page because:

It provides clear and simple information about Zammad and an overview of their company
It includes strong call to action section including a free trial option and a link to subscribe to their newsletter (see below)
It includes a timeline of their important business milestones. This shows an established history which can boost trust and credibility.
About us landing page example

Start Building Your Own Landing Page

Now that we've covered 7 types landing pages you should consider using in your business, the next step is to start building your own!

You'll need a landing page builder like OptimizePress to help you speed up the process of creating your landing pages. 

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