What is a Landing Page?

In the purest sense, a landing page is any web page that a visitor can arrive at or “land” on. However, when discussing landing pages within the realm of marketing and advertising, it’s more common to refer to a landing page as being a standalone web page distinct from your main website that has been designed for a single focused objective. This means that your landing page should have no global navigation to tie it to your primary website. The main reason for this is to limit the options available to your visitors, helping to guide them toward your intended conversion goal.

Types of Landing Pages

There are 2 basic types of landing page, Click Through and Lead Generation (also referred to as Lead Gen or Lead Capture pages).

Click Through Landing Pages

Click through landing pages (as the name implies) have the goal of persuading the visitor to click through to another page. Typically used in ecommerce funnels, they can be used to describe a product or offer in sufficient detail so as to “warm up” a visitor to the point where they are closer to making a purchasing decision.

All too often, inbound advertising traffic is directed at shopping cart or registration pages. This leads to poor conversions as the ad doesn’t provide sufficient information for someone to make an informed decision.

This is where the click through page comes in. As a result, the destination page from a click through page is typically the shopping cart or registration page – now with a much higher chance of conversion having passed through the details of the landing page.

Example click through landing pages under.

Google Cloud Platform

What they did well:

  • The headline and CTA both include the word “free.”
  • A testimonial from the creator of popular game, Angry Birds, aligns Google with well-known brands.
  • Bulleted copy above the CTA quickly conveys the benefit of converting.

What could be tested:

  • Blocks of text make this landing page seem a bit overwhelming at first glance.
  • Social media icons serve as an escape route for prospects.
  • Several links on the page make this one easily abandoned.
  • A busy footer distracts prospects with way too many links.

Moz Pro

What they did well:

  • The image gives prospects a sneak peek into what Moz dashboards look like.
  • The yellow CTA button stands out against a dark blue background.
  • The call-to-action is written in first person.
  • Social proof reading “35,000 customers use razorfish” showcase Moz’s popularity.
  • Authority badges align Moz with some powerful brands.
  • Short paragraphs quickly explain the benefits of Moz’s software.
  • A testimonial, complete with full name, position, and company name, is as credible and powerful as testimonials get.
  • Two cooperative CTAs give prospects the opportunity to convert more than once.

What could be tested:

  • The “Moz” logo is clickable, making it easy for a prospect to escape this landing page before converting.


What they did well:

  • The headline conveys a clear benefit: “Create professional video slideshows,” however, it could be better. What will creating professional video slideshows help prospects do? How about “‘Wow’ your audience with professional video slideshows.”
  • The video samples show the versatility of the software without driving visitors off the page.
  • Bulleted copy quickly conveys the benefits of using Animoto.
  • The text “No credit card required” comforts prospects by ensuring the trial is actually free.
  • The word “free” is used multiple times on the page.

What could be tested:

  • This button color makes the CTA blend in with the rest of the page. Does it grab your attention? It doesn’t grab ours.
  • The CTA button would draw more attention if it was bigger. Why is it so small?

Norton Antivirus

What they did well:

  • The copy offers a discount on the offer.
  • One of the offers might actually be a decoy, used to convince buyers to upgrade to the deluxe package.
  • Authority badges align Norton with some powerful brands, like PC Magazine.

What could be tested:

  • The benefit of using Norton Antivirus is written in teeny-tiny text. “Defends against viruses, spyware, malware, and online threats.”
  • The logo is clickable, making it easy for prospects to escape to the homepage.

Lead Generation Landing Pages

Lead generation landing pages are used to capture user data, such as a name and email address. The sole purpose of the page is to collect information that will allow you to market to and connect with the prospect at a subsequent time. As such, a lead capture page will contain a form along with a description of what you’ll get in return for submitting your personal data.

There are many uses for lead gen landing pages, some example uses and the items given to the user are listed below:

  • Ebook or whitepaper
  • Webinar registration
  • Consultation for professional services
  • Discount coupon/voucher
  • Contest entry
  • Free trial
  • A physical gift (via direct mail)
  • Notification of a future product launch

You can read more on the subject of lead gen giveaways in this post: 7 carrots for lead capture.

The length of your form and the level of personal data requested can have a direct impact on conversion. Try to ask for the absolute minimum amount of information that will enable you to market to your prospects effectively. For instance, don’t ask for a phone or fax number if you only need to contact them via email.

Example lead gen landing pages


The good stuff:

  • Minimal copy and a bulleted list do not clutter the page.
  • Security badges below this lead gen landing page form lets people know their personal information is safe.
  • The form and CTA button contrast with the rest of the page.

Room for improvement:

  • The headline is unremarkable, and doesn’t convey a benefit at all. The first sentence of the landing page copy would actually be a better headline than the one already there: “Learn how to deliver a smarter, faster, and more personalized service experience.”
  • The phone number isn’t click-to-call. Changing that would make mobile visitors’ lives so much easier.


The good stuff:

  • “How-To” headlines like this one imply that the reader will gain valuable knowledge by claiming the offer on the landing page.
  • The free offer makes it hard for people to turn it down. Whenever you’re offering something for free, emphasize it throughout your page.
  • The pre-populated form makes completing it easy, relieving any friction involved with filling out so many fields.
  • Limited copy broken up into sub-heads makes this page a breeze to get through.

Room for improvement:

  • This long form is meant to generate high-quality leads. And while a company like HubSpot can probably afford to turn away the people who aren’t willing to fill out all 12 of their form fields, most businesses can’t. Use a longer form to generate higher quality leads, but don’t get excessive with 12.
  • The image on this landing page doesn’t add any value. Is that a real screenshot of their analytics dashboard, or is it simply a placeholder? Either way, it’s not persuasive, so it shouldn’t be here.

Digital Marketer

The good stuff:

  • This bold headline/sub-head combo convey the powerful, quick, and easy solution to digital marketers’ problems: an “ultimate” template library that they can simply “copy & paste.”
  • Bullet-point copy geared toward the prospect makes it easy for readers to get through.
  • The visual cue (arrow) pointing to the CTA button as the most important action to take on the page.
  • The message under the CTA button makes it clear that the business values the privacy of its leads, making it all the more likely readers will feel comfortable handing over their information.

Room for improvement:

  • The testimonial is from the business that’s advertising the product.
  • The image on this page doesn’t add value at all. So why is it here? Images can boost conversions, but only if they enhance the page.


The good stuff:

  • The form and CTA are both color contrasting, which helps draw the visitor’s attention to that particular part of the page.
  • The short blurb underneath the CTA button makes the reader more comfortable with signing up by reaffirming the fact that there are no obligations involved.
  • Company badges at the bottom of the page establish trust and legitimacy.

Room for improvement:

  • This boring CTA button is totally unremarkable. “Start trial” could be replaced by something more creative like “Leverage the power of analytics” or “Show me the power of Unmetric’s analytics.”
  • The slider in the middle can be somewhat distracting — taking the attention away from the form and CTA.