What is a Landing Page? A Guide to What They Are and How They Drive Higher Conversion
So, What Are They?
In simple terms, a landing page is a standalone webpage designed with a singular focus: converting visitors into customers or leads. Unlike multi-purpose websites, which may serve various functions—such as providing company information, listing multiple products, or sharing blog content—a landing page zeroes in on a specific product, service, or offer.
Whether you're promoting a new product, running a limited-time campaign, or offering a free trial, the purpose of a landing page is to drive a particular action, such as signing up, downloading, or purchasing.
How Is a Landing Page Different from a Traditional Website?
A traditional website functions as a digital hub, often covering everything about a brand: its history, product catalog, blog, and customer service. This wide scope can sometimes overwhelm visitors, reducing the chances of them taking a specific action.
In contrast, a landing page simplifies the experience by focusing on one goal. It eliminates distractions, offering a clear path to conversion—whether that’s buying a product, subscribing to a newsletter, or booking a consultation.
Why Use a Landing Page?
Higher Conversions.
Landing pages are conversion-focused. When users visit a traditional website, they're often met with multiple options and pathways. This variety can dilute their attention and reduce the likelihood of taking any specific action.
Landing pages streamline the user journey. By focusing on one product or service, and reducing unnecessary choices, they create a more seamless experience. This clarity makes it easier for visitors to understand the value proposition and take the desired action, resulting in significantly higher conversion rates.
Key Elements of an Effective Landing Page
1. Benefit-Driven Headline
2. Supporting Subhead
3. Clear and Compelling Call-to-Action (CTA)
4. Strong Visuals
5. Product or Service Benefit Callouts
6. Trust-Building Elements
To maximize conversions, a landing page must be strategically designed. Here are the critical elements that make it effective:
1. Benefit-Driven Headline
Your headline is the first thing visitors see—it needs to capture their attention immediately.
Focus on the Problem-Solution Dynamic: What challenge does your product or service solve for the customer?
Highlight the Dream Outcome: Speak directly to the result your audience is seeking.
For instance, instead of saying “High-Quality Running Shoes,” a stronger headline might be “Run Faster and Farther Without Pain.”
2. Supporting Subhead
The subhead reinforces the headline, providing additional context about the product or service.
Emphasize the benefits while making the customer the hero of the story.
For example, if your product is fitness coaching, the subhead could read: “Transform your body and boost your confidence in just 12 weeks—no gym required.”
3. Clear and Compelling Call-to-Action (CTA)
Your CTA is the driving force behind conversions.
Make it direct and action-oriented: “Start Your Free Trial,” “Get My Discount,” or “Claim Your Spot Today.”
Position it prominently and repeat it at various points on the page.
A confused visitor won't take action, so clarity and repetition are key.
4. Strong Visuals
Humans are highly visual, and great imagery can make or break a landing page.
Include high-quality images or videos that showcase your product or service in action.
Visuals help customers imagine themselves benefiting from what you're offering, making the purchase decision easier.
For digital products, use screenshots or mockups; for physical products, lifestyle images work well.
5. Product or Service Benefit Callouts
Highlight the specific advantages your product or service offers.
Use bullet points or short paragraphs to list the key benefits.
Avoid vague statements. Instead, use concrete outcomes: “Reduce stress levels by 40% in just two weeks,” or “Save 5 hours a week with automated scheduling.”
6. Trust-Building Elements
People are naturally skeptical, especially when purchasing online. Build trust by incorporating:
Social Proof: Include testimonials, case studies, or reviews from satisfied customers.
Data Points: Highlight impressive stats, such as the number of customers served or the percentage of positive outcomes.
Guarantees and Certifications: Offer money-back guarantees or showcase security badges to assure visitors their purchase is risk-free.
These elements reduce hesitation and build confidence in your product or service.
Above the Fold vs. Below the Fold
Above the Fold: The content visible immediately upon landing on the page is critical. This section should include your headline, subhead, a strong CTA, and a compelling visual.
Below the Fold: Use this space to provide supporting information—like detailed benefits, trust elements, and more CTAs. Visitors scroll down only if they're interested, so ensure everything below the fold continues to drive home your value proposition.
The information above the fold should sell the “scroll”, meaning the information should be so clear and compelling that consumers want to scroll down the page to find out more information. If consumers don’t scroll, then the information above the fold is not good enough.
One tip to encourage consumers to scroll for more information is to have great branding. A webpage that has great branding encourages greater engagement, which results in greater sales, and more sales means more revenue for your business. A great article about how branding impacts revenue explains how branding is directly correlated to the bottom line of a business.
Conclusion
The ultimate goal of a landing page is simple: convert visitors into customers. By eliminating distractions and focusing on a clear, compelling offer, landing pages provide a seamless path from curiosity to action. When designed effectively, they can significantly boost sales, leads, and overall revenue.
If your business isn’t leveraging landing pages yet, now’s the time to start. Simplify your audience’s decision-making process, and watch your conversion rates soar.
