A “landing page” is a specially designed webpage aimed at encouraging users to perform a single, specific action, such as subscribing to a newsletter, buying a product, or confirming attendance at an event.

Landing pages are often discovered through pay-per-click advertising campaigns, but they can also be accessed via homepages, social media posts, organic search results, and email promotions.

While homepages and landing pages can be the initial point of contact for visitors to your website, they serve distinct functions. Homepages provide an overview of your business and act as a portal to other sections of your site, enabling users to explore further.

Conversely, landing pages are independent pages with a primary focus on facilitating conversions. In essence, landing pages are the key to converting visitors into leads and customers.

What is a Landing Page For?

Websites can use landing pages at all stages of their marketing campaigns to maximize conversions.

For example, you might use a landing page to encourage someone to register for a free trial after sending them multiple emails and text messages about your product. When someone lands on a company’s landing page, they already have a good idea about what the brand is offering, so you don’t need to include a lot of text.

As another example, a landing could be used to sell products, sign up for a webinar, or book a sales meeting.

Why are Landing Pages Important?

Landing pages are critical for marketing campaigns because they can convert website visitors into subscribers, trial users, or customers. For example, someone might end up on a landing page after clicking on a link in an email and decide to purchase a product after reading the page. Landing pages can be a fantastic way to encourage website visitors to take a focused, specific action. Users can easily get distracted or overwhelmed by information on a website. A landing page focuses them to only take one action – convert.

Landing pages are also important because they collect valuable data about the people who visit them. You can use web analytics, like Google Analytics, and UX tools, such as HotJar, to learn test messaging, design, and offers on a highly controlled landing page.

Creating alternate versions of a landing page for different traffic sources – such as different keywords, audience groups, or offers. The page can be cloned and then modified to be more personalized or some landing page builders such as Unbounce and Instapage feature “dynamic content,” so the landing page content changes based on the user, making it more personalized.

Landing Page Elements

Each landing page is different. However, they often share similar features. Here are some of the things you might want to include on your landing page:


Most landing pages have a clear and direct headline at the top of the page that tells visitors about what your company is providing. For example, your landing page might have a headline that says “Free 30-day trial” or “How to get 30% off.” Your headline should be compelling enough for people to read the rest of the page.


A sub-headline on a landing page is a secondary heading or tagline that appears just below the main headline. It serves to provide additional context, reinforce the main message, and further engage the visitor. The sub-headline helps clarify the purpose of the landing page and encourages users to take the desired action, such as signing up, purchasing, or registering for an event.

Body text

Landing pages often expand on the headline’s message by providing additional context in the remaining text. For example, this landing page copy might reiterate the benefits of a company’s product and why they should take a specific action — for example, signing up for a free trial — right now.

The landing page copy might also include images and videos that illustrate what the company is offering. For example, photos of a product’s features or screenshots of a software free trial. These landing page elements can convince visitors to take action!

CTA (Call to Action)

One of the most important landing page elements is the CTA, which inspires the person reading the page to take action. A CTA is similar to the headline on a landing page but even more direct and specific. For example, “Click here to get your free ebook” or “Claim your free trial here.”

A CTA might link to a separate page where visitors can download a trial or purchase a product without entering any additional details. Or include a lead capture form that collects visitors’ information before they can access a benefit. A lead capture form will normally ask for someone’s contact details so companies can reach out to them at a future date.

Customer testimonials

Including reviews and testimonials from previous customers can increase the chances of someone clicking on the CTA on your landing page. That’s because genuine customer feedback can instill trust in the people who visit your website and allow them to see that you’re a legitimate company. Testimonials might be in text or video form.

Problem-Solution-Outcome statement

A Problem-Solution-Outcome statement on a landing page is a marketing approach that presents the visitor with a clear understanding of the issue they face, the solution provided by the product or service, and the positive results they can expect from using it.

Is usually brief, one to two paragraphs, and is designed to connect with the target audience by addressing their pain points and demonstrating how the offered solution can effectively resolve their challenges, ultimately leading to a desired outcome. By employing this structure on a landing page, your landing page can effectively communicate the value proposition, which in turn can boost conversions and customer engagement.

Trust badges

Trust badges, also known as trust seals or trust logos, are visual elements displayed on landing pages to instill confidence and credibility in visitors. These badges often represent security measures, certifications, affiliations, or customer reviews, indicating that the website or company is reliable and trustworthy. By incorporating trust badges on a landing page, businesses can alleviate potential concerns, enhance their reputation, and ultimately increase conversion rates by encouraging users to take the desired action.

Sometimes, landing pages don’t contain any links to other pages on a website. That can prevent visitors from clicking elsewhere and forgetting to do what you want them to do — click on the landing page’s CTA.

Specialized landing page features

Some landing pages contain additional features that encourage visitors to take action. These landing page elements include:

Countdown timers and limited-time offers

Some companies use countdown timers on landing pages to indicate when a special offer or discount comes to an end. When visitors see this timer, they might be more inclined to take action. Limited-time offers with a fast-approaching end date for the offer can also increase urgency resulting in visitors taking action more immediately by converting.