Types of landing pages

Standalone Landing Pages

A standalone web page that potential customers can “land” on when they click through from an email, ad, or other digital location. A landing page aims to capture information from contacts in exchange for something of value, such as a retail offer code or business-to-business (B2B) insights in the form of a white paper. Landing pages are different from other web pages in that they don’t live in the evergreen navigation of a website. 

They serve a specific purpose in a specific moment of an advertising campaign to a target audience.

The main types are the following:

1. Click Through Pages
2. Lead Capture (Lead Gen Page)
3. Squeeze landing pages 
4. Infomercial pages
5. Sales landing pages
6. Viral landing pages
7. Splash landing pages
8. Referral landing pages
9. “About Us” Landing Page
10. Pricing Page

Click Through Pages

What is a Click Through landing page?

A landing page without a form. A click-through page is often used as the middleman between your ad and ecommerce shopping cart. Click-through post-click landing pages are most valuable at the bottom of your funnel for warming up your leads to a particularly high-scrutiny offer… This post-click landing page type allows visitors to read persuasive information about an offer without being distracted by the terrifying “buy” button.

What is the main purpose of Click Through landing page?

A click-through landing page has the power to “warm up” your visitors to your offer, or to drive them away. Its purpose is to warm up visitors to your unique value proposition before sending them deeper into the marketing funnel.

Examples

How to write content for Click Through landing page?

Elements: headline, subheadline, image, features, CTA, customer’s quote (optional), social proof, testimonials

What to include:

• An attention-grabbing headline
• A subheadline that expands upon why the user is here
• A product image or screenshot, or an embedded video
• Feature touts that highlight the best reasons users should be interested in the product
• The aforementioned call-to-action button, in the right place and big enough to be noticed immediately
• A reinforcing customer quote
• Promising to solve their problems
• No Distractions
• Social Proof and Testimonials
• Writing Better CTA Text
• More of 1st Person Tone
• Avoid Overloading

Lead Capture (Lead Gen Page)

What is a Lead Capture landing page?

A lead capture page is a specially-designed landing page whose sole purpose is to capture information about your leads: name, email, phone number, etc. This information is collected through a lead capture form and used to help you build a relationship with your leads. 

What is the main purpose of the Lead Capture landing page?

The purpose of Lead Capture pages is to capture information about your leads: name, email, phone number, etc.

With the help of lead capture pages, you strengthen your relationship with your target customers.

The end goal is to convert them into customers through your marketing funnel.

A lead capture page is a standalone page created with the intent of promoting a single offer.

Examples

How to write content for Lead Capture landing page?

Elements:

• A headline summarizing the service
• A video/image explaining the product/service
• Copy that explains the Unique Value Proposition
• A lead capture form
• A contrasting CTA button
• Customer testimonials

What to include:

1. Attention-grabbing headline: Your headline needs to be creative and encourage readers to stay on the page. The best way to do this is to include your UVP in your headline and “message match” with your marketing campaign.
2. CTA button with personalized copy: The CTA button should have color contrast with your page and use verbiage such as, “Send Me the Ebook” or “Download My Checklist”.
3. Optimized lead capture form: The number of form fields depends on your offer and must be organized in an easy-to-convert manner.
4. Relevant image: Your lead capture page should also have eye-catching photography or custom graphics.
5. Relevant copy: You should explain everything about your offer. But the copy can also be a “teaser” as well — just enough to give the visitor no other choice but to convert. Also, organizing copy in a bulleted list makes it easier for people to read than blocks of copy.
6. Customer testimonials: Positive customer reviews help future customers see the value in your service.
7. Customer badges: Include company logos of businesses who have used your service to show potential customers how many companies you cater to currently and in the past. If some of your clients are notable companies, visitors feel reassured when they sign-up.
8. Trust seals: Trust seals work best for e-commerce lead capture pages as they ensure the visitors that the payment information they have entered will be kept safe. VeriSign, PayPal, and SSL logos are all examples of trust seals.

Infomercial (also referred as Sales page)

What is an Infomercial landing page?

An infomercial is a form of advertisement which is aimed at educating the customer about a product or a series of products typically via television in the form of a program. Infomercial usually lasts longer than a regular advertisement and thus is more detailed.

Infomercial landing pages are the infomercials of the online marketing world. This landing page is very different from the other two types because of its design, which is mostly text. It’s full of jargon, keywords, and sales phrases to convince you to buy the product being offered. In other words, it reads like a late-night infomercial on TV. Typically about 50ft long (a lot of scrolling).

There is no defined category of products that use infomercials as part of their strategy to woo customers. Products ranging from clothes, cosmetics, sarees, home improvement, kitchen items, shoes, gym equipment, etc. use infomercial.

What is the main purpose of Infomercial landing page?

The purpose of infomercials is to prompt the customer to make a purchase. 

An advantage of infomercials for companies is an increased amount of time to showcase a product, demonstrate how it works, and present a persuasive call to action (CTA).

Examples

How to write content for Infomercial landing page?

Elements: preheadline, the main headline, a postheadline, benefits, obvious solution for a problem, images, storytelling, CTAs, benefits, testimonials 

What to include:

1. Talk Problems and Solutions, Not Products or Services.

People aren’t interested in the actual thing you’re offering; they’re interested in a solution to a problem. They have no interest in buying weight-loss supplements. They want to buy increased confidence and a smile when they look at themselves in the mirror.

You need to figure out what’s “behind” your offer and engage people on those terms.

2. CTAs. Informercial pages usually have a few CTAs, for example:

• One direct the readers to use their platform
• One sends you to a live video event
• Other CTAs may come later on the page. Each describes a leading feature of a product or service and the benefits of those features.
• CTAs that may follow later on down the page, asking you to subscribe to their newsletter and see the upcoming courses
• A final CTA comes at the end of the page. And it again directs the readers to start using their software.

That’s a total number of CTAs, making it one of the best examples of infomercial landing pages.

3. Differentiate the business from the competition.
4. Share the top benefits available.
5. Create a Sense of Urgency.

Don’t lie to create a sense of scarcity. No one will believe you if you talk about “limited” copies of a digital book. You might need to get creative, but you should be able to come up with something to get people to act now.

6. Use Storytelling to Connect with People’s Emotions. 

Storytelling is one of the most powerful tools in a marketer’s arsenal to captivate attention and engage visitors on an emotional level. It lets you show visitors how different their lives would be if they took the action you want them to take.

7. Leverage Testimonials from Happy Customers.

You can also leverage the power of storytelling through customer testimonials. This is an infomercial trademark; they devote plenty of time to bring in smiling, enthusiastic customers to talk about how the product changed their lives.

8. Sweeten Your Offer Until It’s Irresistible. 

And with good reason: every successful infomercial sweetens their offer before the program ends. They take the offer they’ve built up and toss in bonuses, special deals, and whatever else it takes to make it irresistible.

Sales landing pages

What is a Sales landing page?

A sales page is a standalone page created with one specific purpose in mind, to secure sales for your product. The product or service you’re selling on your page can differ depending on your industry or niche.

What is the main purpose of Sales landing page?

A sales has one goal: Convince people to buy.

Types of sales pages:

1. Long-Form Sales Page. If you’re selling a more complicated or extremely expensive product or service? You’ll need more words to convert your visitors. They give you plenty of room to share what you love about your product or service. Plus, they’re great for SEO.
2. Short-Form Sales Page. Short-form sales pages work really well in e-commerce and for lower-end products. You don’t need a ton of copy to convince people to convert.

Example of Short-Form Sales Page

Example of Long-Form Sales Page

How to write content for Sales landing page?

Elements:

• Headline
• Sub-heading
• Body copy
• Product/service image
• Testimonials/Social proof
• FAQ section
• Pricing details
• CTA button

What to include:

1. Headlines. Write an exciting, informative, and intriguing headline to get someone to read your whole sales page. Make your offer clear and concise.

Keep it short. Your headline should be quick and to the point (10 words tops). But don’t forget you have your subhead to go into more detail if you need.

2. Subheading.

Add in subheadings for every 2-3 paragraphs.

3. Add a sense of urgency.

Add a ticking clock when you can. It’s a great strategy for sales pages because you want consumers to make quick decisions.

For instance, you could use a flash sale to encourage conversions. You’re offering a reduced price, but only if the visitor acts within X hours.

You can also create urgency through desire. 

They might say, “Do you want to shed those last 15 pounds? Why wait?”

4. Fill it with keywords. Remember the importance of SEO. If you want more than just your readers to find out about you, you need to be working on your organic search even on your sales pages.
5. Write a lot of versions. Write about 25-30 variations. As you write more and more, you’ll find that your versions are getting better as you go.
6. Body copy. This is the description of your sales page and where you get down to the details of your product.

Here are some things to think about while writing your body copy:

• Create a value proposition for your product/service

Here’s an easy little formula to follow:

My [your product/service] helps [your niched down audience] to [do this action] by [what your product/service does].

Example:

My WEDDING CAKE COURSE helps ASPIRING PASTRY CHEFS to LEARN THE BASICS OF DECORATING WEDDING CAKES by TEACHING HOW THE PROS USE EDIBLE AND NON-EDIBLE DECORATIONS.

• Focus on benefits over features

While the details of your product are important to spell out, they are not what sells your product. What sells are the benefits your customer will experience because of your product.

• Write like you’re speaking to a friend

Keep it casual. Think about a friend you have that would be helped by your product and write your sales page like you’re talking to that friend.

Don’t be dramatic, salesy, formal, or impersonal. Be empathic, talk to them directly (ie- say “you”, and “your”), and tell stories.

• Make it scannable

Sales pages shouldn’t be a novel. Most people who look at your sales page will want to be able to skim over the content quickly to see if it’s something they’d be interested.

1. Incorporate lists—usually with bullet points
2. Keep paragraphs under 4 lines.
3. Add in quotes from customers

• Mix it up

Our brain pays attention to patterns and ignores repetition, it’s important to mix up the elements of your sales page (alternate images with text, background colour to blocks of copy, bullet points, use subheads)

7. Offer a guarantee.

Guarantees are great for conversions. They make consumers feel safe.

8. Incorporate social media share buttons
9. A call to action (CTA)

Think of the CTA as the answer to the headline. You’ve proposed something to your audience — what do you want them to do with it?

Let’s say you’ve written a headline like this for your sales page: “Create Your Custom Racing Bike From Scratch.

Now, you need your CTA button copy. It could look like this: “Build Your Bike Now.”

10. Add a FAQ section to handle objections

Viral landing pages

What is a viral landing page?

A viral landing page is a landing page that promotes word of mouth marketing through social networks. 

What is the main purpose of viral landing page?

The goal is not simply to get page visitors to sign up (or follow the call to action) on the landing page, but also to tell their friends about what they found.

Examples

How to write content for viral landing page?

Elements: slogan; notification form; call to action; Facebook, Twitter or other social handles.

What to include:

• A clear value proposition that interests people. (What problem will you be solving?)
• If your strategy is stealth, then why should people care? (For example, are you Jack Dorsey?)
• A notification form, with a bright call-to-action button.
• Exclusivity and scarcity
• Social proof
• Viral loop
• Viral content

Once a visitor submitted his email address, he is immediately given the option to do a few things with his link: tweet it, share it on Facebook or email it to friends. The share post is pre-written and contains the following important elements:

• Your brand name, and an announcement;
• Social proof: “Follow me! I’m first in line.”
• Your personal link;
• Your brand’s Twitter/Facebook handle.

Splash landing pages

What is a Splash landing page?

Splash pages, or splash screens, are considered the introductory pages that visitors see before discovering the rest of your website (but it’s different from a landing page—more on that below). Splash page is not a standalone page — it’s more of a large window hosted on the main website page. 

A splash page can help you say all the things you need to say right before someone clicks through your homepage. 

Many experts call splash pages as virtual business cards. But more than that, a splash page can deliver essential information, like an upcoming event or a promotion, and even evoke a sense of mystery or exclusivity. A splash page generally has a single message and an exit link.

A splash page doesn’t necessarily ask visitors to provide their name or email address.

Splash pages are hosted on your main website, you don’t need to promote them separately.

What is the main purpose of Splash landing page?

The essential purpose of a splash page is to inform something, for instance, a new company update or a thought-provoking quote.

Splash pages are used for:

• Ask to select country/language
• Choose the website version (if available)
• Collect contact information (not the main goal)
• Present a disclaimer or warning
• Ask for age verification
• Promote an event
• Alert that the main website has sound enabled
• Highlight a specific product or service
• Information on a limited-time sale or event
• Announcement of new products
• Warn how long it will take to load the page
• Sensitive content warnings
• Requirements for the best user experience on your site (like turn sound on, use Flash Player, run on a specific browser, etc.)

Examples

How to write content for Splash landing page?

A splash page can be a welcome screen to the main website or a teaser that gets visitors excited for the website they’re about to view. 

Tips for content: 

Keep your copy short and action-oriented. Don’t make your visitors read paragraphs of copy before they can access your site. 

What to include

• A meaningful minimal (but important!) copy (this can vary from giving them information about a new product to just giving them a chance to share your website on social networks)
• A company logo and/ or eye-catching graphics/ background images
• an exit link that takes the visitor to the main website
• CTA button

Squeeze landing pages

What is a Squeeze landing page?

A squeeze page is a type of landing page—one that is specifically designed to capture visitor email addresses (versus other types of information). You persuade or “squeeze” visitors to provide this info by presenting a special offer, gating valuable content, or restricting access in some way.

What is the main purpose of Squeeze landing page?

A squeeze page designed to collect email addresses from visitors and potential customers.

Examples

How to write content for Squeeze landing page?

Squeeze pages are usually quite short. 

You shouldn’t coerce visitors into doing anything they don’t want to do—the best squeeze pages offer up something really valuable in exchange for that email address. It’s a worthwhile, non-spammy trade.

More like a gentle hug than a squeeze, actually.

Key differences:

• Contain only one or two form fields: name and email address
• Often much shorter and to-the-point
• Always contain at least two form fields (for lead generation)
• Often feature the bare minimum to keep visitors from overthinking
• Typically used near the start of the buyer journey
• Typically do not receive traffic from email sources

Elements:

• A headline that clearly communicates the benefit you are going to provide
• A sub-headline
• Supporting text that gives enough information for the visitor to make a decision
• An embedded form that includes just one or two fields (typically, name and email address) so visitors can take action without leaving the page

What to include:

• Create an Irresistible Lead Magnet (a newsletter, sweepstake, a coupon or discount, a printable checklist, a free webinar or video course, a template, worksheet, or online tool)
• Visualize the Benefits (ex: “build the perfect nutrition plan for your dog’s unique breed” and “learn what the healthiest ingredients are for your pup.”)
• In your headline and supporting copy, focus on the benefits that matter most to your visitors and they’ll be more likely to convert.
• Use Social Proof
• Keep It Brief
• Target the Right Audience

Here are some steps you’ll want to take after your page is finished squeezing:

• Show a “Thank You” Page
• Send an Immediate Email

Referral landing pages

What is a Referral landing page?

A referral page is a landing page that directs visitors to take action by offering some type of reward or incentive, usually in the form of giving away an item for free or at a discount when they refer friends and family. In short, it’s one of the most important parts of a customer referral program.

What is the main purpose of Referral landing page?

A referral page should clearly communicate your program’s incentives, make signing up easy, and, most importantly, function as the single source of truth for all information for your referral program (no miscommunication about incentives, terms, conditions, etc.). 

Think of a referral page like a product page, only your referral program is the product.

Examples

How to write content for Referral landing page?

Elements: headlines, titles, slogans, image, CTA, benefits, FAQs section (optional), testimonials, a form, terms and conditions (or a link to your terms page)

What to include:

1. Catchy Headline or Title.

• Is it simple? Make it easy for potential users to understand.
• Is it uncomplicated? Complicated and gimmicky make it less appealing to customers.
• Is it applicable? If it’s not relevant to the user – chances are they won’t be interested.

2. Enticing subheading. 
3. Relevant visuals. 
4. Social proof.
5. Features and benefits.
6. Compelling call-to-action (CTA) 
7. Low-friction opt-in form. 
8. Irresistible offer.
9. Terms & Conditions. 

For example, Uniqlo includes a “How it works”. TurboTax includes a three-step process titled “How to refer a friend to TurboTax.

“About Us” Landing Page

What is a About Us landing page?

The About Us landing page is commonly used by all types of businesses to give customers more insight into who is involved with a given business and exactly what it does. The history of a business is often provided, and the histories of the people in charge are usually expressed through short articles, usually accompanied by photographs.

Depending on the specific company, some information about goals, attitude or other aspects of culture that aren’t strictly tied to business practices are included as well.

The about us page is often a reflection of the purpose and personality of the business and its owners or top employees. Finally, the page can also incorporate contact or locational information. One way to view the about us concept is as a text self-portrait or short autobiography created by a business.

What is the main purpose of About Us landing page?

The primary purpose of an about us page is to inform the reader about the company and its operations, and to inspire people — either to work with you or to buy your product. This is a straightforward goal that nearly all businesses have to fulfill in some fashion or another.

Examples

How to write content for About Us landing page?

Elements: mission statement, a brief company description, corporate history, and core values.

What to include (optional):

• Unique story (a text self-portrait or short autobiography created by a business)
• The purpose and personality of the business
• Owners
• Employees
• The histories of the people in charge
• A list of credentials, certifications, awards
• Photos
• Personal interests
• Contact or locational information
• Social share buttons

Think about your audience.

What types of people are visiting your About Us page?  Who are they? 

They’re trying to determine if they can trust you.  They want to peek behind the curtain and see if your company is one they’d like to do business with. They seek answers to questions like these:

• Is this a big company or small?
• Is it a public company, private or family-owned business?
• How long have you been in business?
• Who’s at the helm?
• Where are you located?
• What makes your company unique?
• What are its core values and beliefs?
• Why should I buy from you as opposed to your competitor?

A remarkable About page is genuine, approachable, and distinguished. It should give the visitor a glimpse into what working with you and your business might be like. 

Tips:

1. Be creative. Tell a story.
2. Describe your values.
3. Inspire trust by providing useful info.
4. Keep your copy simple.
5. Explain who you serve.
6. Explain what you’re offering them.
7. Tell visitors what they want to know.
8. Specifics are better than bold claims.
9. Use facts, not hype. Users can see straight through it. Leave it for social media.
10. Avoid a sales pitch. If a reader is on your About Us page, they’re looking at why they should choose you. So don’t sell your product or service. Sell you.
11. Include customer testimonials.
12. Don’t follow the crowd. Make sure your page stands out.
13. Feature faces. Consumers like to know who they’re buying from or working with, so make sure to feature at least some of your team on your About page.
14. Don’t forget about CTAs. Like any other page, About Us pages need calls to action. Make it clear to readers what you want them to do next.

Pricing Page

What is a Pricing landing page?

A Pricing page also referred as SaaS Pricing Page is a page that describes the various SaaS services and their monthly fees.

What is the main purpose of Pricing landing page?

This pricing page is an informative page, which gives consumers the necessary resources to select the pricing strategy that suits their goals and budget. 

The main goal is to get customers to buy a product or service.

Examples

How to write content for Pricing landing page?

Elements: Headline, copy, billing, features, CTAs, FAQ

What to include:

1. Headline. The headline might just be music to a marketing manager’s ears. 

Ensure that your headline speaks to your consumers’ needs, whether they want more sales, to grow their operation, or more efficiency with their day-to-day processes.

2. Use Mental Triggers. 
3. Keep Options Simple.
4. List features. 
5. Provide valuable information. Explain how your product works.
6. Give Your Customers Resources. Your pricing page should offer plenty of information to customers so that they can select the best subscription model to suit their needs.
7. Make the Action Obvious and Urgent
8. Think about your audience needs:

• What excites (interests) your target audience?
• What motivates them the most?
• What are the biggest challenges they’re facing right now?
• What keeps them up at night?
• What alternative solutions are they using?

9. Convince customers to give it a trial.