Landing page definition: Uses, best practices and more

Landing pages are web pages designed for a specific marketing or promotional purpose. They typically have a singular aim and a clear call to action, aiming to convert your potential customers. Landing pages do this by encouraging users to sign up, buy a product or fill out a form.

There are several key differences between landing pages and homepages, including:

Dedicated landing pages are valuable when you want to achieve a specific goal and drive conversions throughout the funnel. These can typically include:

• Running a marketing campaign - to promote a specific product, service or offer
• Generating leads - to collect prospective customer information (e.g. email addresses) for future marketing efforts
• Selling a product - to lauch a new product or running a limited-time promotion
• Promoting an event - to encourage registration or ticket sales
• Highlighting a specific offer - to showcase a time-sensitive or exclusive deal
• Reducing bounce rates - to provide a targeted and distraction-free experience, reducing the chances of visitors leaving the page
• A/B testing - to experiment with different elements and improve conversion rates
• Personalisation - to tailor content to specific audience segments or traffic sources
• Tracking and analysing performance - to measure the effectiveness of a particular marketing effort or advertising channel

1. Compelling headline - grab attention with a clear, enticing headline
2. Focused content - keep it relevant and lead with benefits
3. Strong CTA - ensure it’s prominent and action-oriented
4. Trust signals - include testimonials and trust badges
5. A/B testing - continuously optimise with testing