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

By Rhonda Bradley Might 22, 2024

Ever surprise why some companies have a knack for reaching their advertising and marketing targets?

Driving gross sales and leads is significant 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 progress extra rapidly. Should you’re not utilizing them, you’re most likely lacking out on the conversions your small business must thrive.

What are touchdown pages? Ask 10 completely different folks and also you’ll most likely 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 surprise what the time period “touchdown web page” means.

To raised perceive the actual influence of touchdown pages, I related 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 just a few priceless suggestions, within the information beneath.

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

All the pieces you should 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 put up, or social media content material. 

For instance, Goals 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 deal with.

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 purchasers, by means of using a touchdown web page, is a key ingredient of profitable digital advertising and marketing methods.

Right here’s an instance of a traditional touchdown web page with one singular purpose: 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 purpose of encouraging subscription conversions.

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

Whereas all of them ideally help one main purpose, there’s quite a lot of flexibility in the way you create them.

Touchdown pages can:

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

• Exist as a broadcast web page in your web site or on a advertising and marketing platform.

• Characteristic web page designs that vary from easy to advanced. Some hold the design fundamental, 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 will be any size. Some touchdown pages are quick and comprise solely the header picture and CTA. Others will be very lengthy and scroll down for what appears an eternity.

What’s a conversion on a touchdown web page?

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

The time period “conversion” modifications based on the touchdown web page and its purpose. For instance, in style conversion targets embody:

• Subscribe to your advertising and marketing emails or publication
• Join a subscription service or free trial
• Create an account along with your firm
• Obtain an book or whitepaper in change for his or her contact info
• Schedule a session
• Strive 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 of 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?

With regards to how touchdown pages and web sites are structured, consider your web site as a continent; it has many pages which might be all related 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 comprises 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 data they want, and infrequently comprise a number of hyperlinks and subjects. Touchdown pages are laser-focused on one particular purpose and comprise a single call-to-action hyperlink. 

Should you’re not accustomed to digital advertising and marketing phrases, you possibly can simply assume {that a} “touchdown web page” is any web page in your web site that folks land on.

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

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 and marketing technique. 

The Design Rush web site house web page contains greater than 12 CTA hyperlinks to assist guests discover the data 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. Put up your challenge
11. View initiatives
12. Get in contact

Its touchdown web page, nevertheless, focuses on a singular purpose and CTA. Within the instance beneath, its lead era touchdown web page includes a singular call-to-action, “Inform Us About Your Undertaking,” 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 emblem and predominant navigation menu.

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

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 among the causes many individuals host theirs on touchdown web page platforms as a substitute of their very own web sites.

Must you 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,” then you definately want a touchdown web page.

• If it’s “discover and be taught,” then you might have considered trying an internet site. 

The place are touchdown pages printed?

Touchdown pages are typically 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 exhibits on the higher proper aspect, nevertheless, the web page stays true to at least one singular purpose; encouraging guests to obtain a free website positioning 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 nice. 

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

• Don’t need to deal with 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 charge. 

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

• Should 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. It is a good choice for folks 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: Specialists weigh in on the advantages

Touchdown pages can assist you generate way more leads, conversions, and gross sales than web site pages.

However the advantages don’t cease there.

Touchdown pages additionally assist to:

• Simplify the shopper journey.

• Enhance your information assortment and evaluation.

• Section and personalize your advertising and marketing content material.

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

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

How companies profit from touchdown pages

I related with a number of enterprise homeowners, entrepreneurs, and companies 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 visitors in direction of our platform however have additionally performed a significant position in selling our merchandise and providers by showcasing our distinctive worth proposition.”

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

In line with MeasureSchool Content material & website positioning Supervisor Aleksa Filipovic, “The advantage of touchdown pages is that they’re designed with just one purpose in thoughts. That means that you can personalize the web page in your audience 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 enroll in free entry to its programs. 

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

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

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

“These pages have been instrumental in driving registrations and offering attendees with important occasion particulars, contributing to the general success of our occasions.”

Ian Sells
CEO, Million Greenback Sellers

Million Dollar Sellers CEO Ian Sells says that touchdown pages have considerably enhanced his firm’s advertising and marketing 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 necessary asset as a enterprise proprietor.”

Jamie Sutton, HeadshotPro 

“All advertising and marketing 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 marketing 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 selling 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 strategy to construct and drive visitors and gross sales, plus start constructing your e mail listing — even when you’ve got no web site.

How do touchdown pages work?

Touchdown pages information guests alongside the advertising and marketing funnel by means 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 put up, weblog, e mail, visitor put up, and so forth. – anyplace you’ve featured the touchdown web page hyperlink.

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

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

The One Peak Artistic Fb advert drives visitors to its landing page (see instance beneath) . The web page has one easy purpose: 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. Enroll at the moment!

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 preferred 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 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 may see from the picture beneath, touchdown pages can even embody a lot extra. 

Primary parts of a high-converting lead era web page

Profitable lead era pages have just a few issues in frequent:

A – A compelling headline that encourages folks to enroll.
B – Sturdy 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 interact with you additional

Tricks to create a touchdown web page that converts

#1 Write like a professional: One of the best touchdown pages embody high-quality copywriting.

#2 Write in your audience: Excessive-converting pages make your viewers really feel seen as should you completely perceive their downside.

#3 Use confirmed templates: Templates can assist you save money and time by providing writing prompts that allow you to 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. One of the best-performing advertising and marketing copy does one factor actually, rather well: it focuses on the advantages of a product service to the shopper, somewhat than particular options. 

TIP: Problem your self to write down 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 sure that it doesn’t decelerate your web page velocity. 

Should you’re utilizing knowledgeable internet hosting service, akin to AWeber, you shouldn’t have to fret about this. Nevertheless, should you’re publishing it to your web site, you’ll need to make sure it’s optimized and examined to make sure that it hundreds 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 steadily.

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

#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, Progress Marketer at Niceboard, says “One of the crucial necessary touchdown pages for Niceboard is our free trial signup web page.”

“Incorporating social proof on all our touchdown pages within the type of evaluations, buyer logos, or evaluations with star scores,” 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 large model names to supply social proof. Should you’re simply getting began, you may embody one thing so simple as clips from buyer suggestions or overview scores as social proof.

#9 Check, analyze, and optimize: Experiment with completely different variations of your touchdown web page to be taught what works greatest in your viewers.

“I imagine that a very powerful factor with touchdown pages isn’t just to design and publish the web page and go away it at that. You need to hold testing and optimizing – sure even when it’s only for a freebie!”

Helen Garfield
Proprietor, Creatives Desk

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

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

Touchdown web page FAQs

Do I would like a touchdown web page?

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

Should you’re a enterprise that already has an internet site however is seeking to increase your progress and earnings by means of increased conversion charges, touchdown pages are essential instrument.

Do I would like an internet site if I exploit touchdown pages?

Should you in the end need to give your guests a strategy to find out about your small business and discover all of your choices — and you’ve got the time, cash, and assets to create a good looking web site — go for it! 

Have in mind, 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 hold guests targeted on a single supply with out the standard web site distractions, akin to different hyperlinks that curiosity them.

Plus, you may 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 would like an internet site to have a touchdown web page?

No, you do not want an internet site to launch a touchdown web page. You need to use a service like AWeber to construct and host your touchdown pages, which you’ll be able to promote by means of e mail advertising and marketing, 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 may 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 advanced touchdown pages, that you just construct with out a template, can take anyplace 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 may create skilled touchdown pages at no cost with a user-friendly touchdown web page builder and design templates. 

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

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

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

Do I would like 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, should you use a beginner-friendly touchdown web page builder with a template, you may create a touchdown web page in minutes — even when you’ve got completely no design expertise.

What number of touchdown pages ought to I’ve?

You may have as many touchdown pages as you should promote your organization’s completely different choices. 

Nevertheless, should you’re new to touchdown pages, it’s greatest to begin with one and focus your efforts on driving conversions.

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

How do I drive visitors to my touchdown pages?

You may drive visitors to your touchdown pages by inserting a hyperlink in your social media content material, weblog content material, e mail advertising and marketing or publication, or paid advertisements.

Getting began with touchdown pages

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

If you’re able to get began, why not hold 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 wide array of templates to get you began. And because it’s AWeber, your pages work hand-in-hand with our e mail advertising and marketing instruments, which allow you to phase and personalize all of your campaigns.

Open an AWeber account today and start constructing knowledgeable touchdown web page for your small business now!