Building Scalable Processes That Support Long-Term Success

What is a landing page?

Whether you work in marketing, sales, or product design, you understand the importance of a quality landing page. Landing pages are standalone web pages used to generate leads or sales. In other words, they help you increase your revenue.

Unlike typical web pages, landing pages only have one call to action, or CTA, and they are usually tied to a specific marketing or advertising campaign. The focused nature of landing pages means they come with a fairly standard set of best practices.

Landing pages vs. front pages

A typical front page or website in general includes a full navigation bar with links to other pages or content. A good landing page should only have one link, or multiple links that all point to the same thing.

Having one CTA on your landing page increases conversions because there is less distraction and fewer options to prompt users into leaving your landing page.

Your brand front page has different goals. It should show who you are, share your personality, let people explore different features, and find blogs or support articles. That is why dedicated landing pages matter for focused campaigns.

Best practices for creating a landing page

What makes an easy-to-use landing page? Overall, it is clear, concise, and does not give users any options except for the main CTA. Your landing page should have one clear message.

The header should promote the desired action you want visitors to take and explain the benefits of performing that action. The visual design should be simple, focused, and free from unnecessary animation or complexity.

Landing page CTAs are typically buttons, sometimes accompanied by an input field if you need to collect user information. To ensure your buttons are clicked, make sure they stand out visually and use clear copy that tells people exactly what happens next.