What Is a Landing Page? [+ Case Study & Tips]

A landing page is a webpage that we use to bring visitors from ads, emails, or promotions. It is designed to make people do something we want, like sign up, buy something, or download a file.

When we run ads or send emails, sending people to a landing page that matches the message and design of our campaign can help get better results.

Common parts of a landing page:

• Headline that shows value: A short sentence that catches attention and explains the main benefit of taking action.
• Call-to-action buttons: These are simple phrases like “Get Started” or “Buy Now” that tell users what to do next.
• Text and pictures: Clear and attractive content that shows what we’re offering and why it’s useful.
• Social proof: This can be reviews, ratings, or testimonials that help people trust our offer.
• Form to collect details: A small form where visitors give their name, email, or other info so we can contact them or count them as a lead.

Landing pages are often made for one-time campaigns, but they can also be part of our regular website.

What’s the Purpose of a Landing Page?

The main goal of a landing page is to get more people to do the action we want. This helps us improve our results without needing more visitors.

Landing pages work well because they are:

• Made for one clear purpose
• Free from things that distract people
• Easy to test and improve over time

These pages can also help our ads show up more often and cost less.

When our ads lead to helpful and matching pages, platforms like Google, Facebook, or Microsoft often give us better spots and charge less per click.

When to Use a Landing Page [with Examples]

We should create a landing page when we start a new marketing campaign and want people to do one specific thing.

We can also take pages from our website and change them a little to work like landing pages.

Launching a New Offering

When we introduce a new product, service, or feature, a landing page can help us create excitement and collect early leads or orders.

For example, Christopher Ward has a “join the waitlist” page for a product that’s coming soon.

We can also change or update this landing page once the product is available to everyone.

Running a Promotion

When we run a special offer or sale, a landing page helps give visitors a clear and focused experience. This makes it more likely that they will take action.

For example, Lego made a Black Friday page just for people in the U.S.

Before the sale starts, the page builds excitement and helps people save their favorite items.

During the sale, the page shows all the deals and makes it easy for users to buy.

Creating Lead Magnets

If we offer something valuable like a free guide or report in return for someone’s contact details, a landing page helps us get more sign-ups.

This type of page also makes it easy to share the offer on social media or in emails.

For example, Salesforce made a landing page for its Connected Financial Services Report and posted the link on LinkedIn.

Targeting New Audiences

When we want to reach a new group of people, we can make a landing page just for them.

For example, Canva made different landing pages for different groups of users.

Each page uses the right words and pictures for its audience to help get more results.

These pages also help Canva appear in search results for certain words.

For instance, their page for students shows up for 9,400 keywords in Google. This brings in around 28,800 visits each month, based on Semrush data.

5 Best Landing Page Tips [with Examples]

Follow these landing page tips to get better results from your campaigns:

1. Focus on the Top Section First

We should make the top part of the page (what users see before scrolling) simple and strong. This helps catch their attention quickly.

Most landing pages show these things at the top:

• A short headline that explains the benefit
• A helpful image
• A button with a clear call to action

Also, we should check how the design looks on both computer and mobile screens.

2. Use Proof from Others

People trust others’ opinions. We can use this by showing:

• Customer reviews
• Company logos
• Stats or badges from review sites

These help new visitors feel more sure about clicking or signing up.

3. Keep Navigation Simple

We should remove extra links or menus that might distract users.

For example, The New York Times hides the main menu on its subscription page and only shows important links.

This way, people stay focused on taking action.

But we shouldn’t remove all navigation. That can make some users confused or frustrated.

Also, Google checks the page experience. Poor navigation might hurt our ad results or raise our costs.

4. Test Two Versions (A/B Testing)

A/B testing means showing one page to half of the users and a slightly different page to the other half.

We then compare results to see which one works better.

We can test headlines, images, button colors, layouts, and more.

This helps us make smart choices using real data.

Even when we’re not testing, we should track important numbers to keep improving.

5. Follow SEO Tips

We need to follow good SEO steps because landing pages can help or hurt our search rankings.

Also, good SEO usually helps with conversions too.

Here are a few things to check:

• Indexing: Decide if search engines should show the page in results
• Duplicate Content: Avoid pages that look too similar to others on our site
• Page Speed: Make sure pages load quickly
• Internal Links: Use links to other pages wisely, without distracting users
• Mobile SEO: Make sure pages work well on phones and tablets
• Accessibility: Keep pages secure and easy for everyone to use
• Content: Give enough helpful information, not just a few short lines

Make Pages That Work

With a good landing page tool, we can make pages that get real results.

The builder lets us:

• Make fast and mobile-ready pages using drag-and-drop
• Publish them to our website
• Track signups and clicks easily
• Connect with tools like HubSpot
• Try A/B testing and check which version works better