In an ever-evolving digital landscape, your landing page is your golden ticket to making a good first impression that gives you the opportunity to captivate your audience for a few seconds. But not all landing pages are the same, because there are many different types of landing pages.
Some convert very well, but others turn off and don’t allow you to get users to interact with them. In this article we are going to analyze the types of landing pages you have at your disposal, so that you understand which one is best for each situation. This can mean the difference between thriving or simply surviving.
Get ready to enter a world of strategies where, in addition to using persuasive storytelling, you must focus on conversion to trigger your digital success. Let’s get started!
Summary: Types of landing pages and their uses
First of all, I want to show you a summary table where you can get an overview of the different types of landing pages and their most common uses.
This summary will give you a quick guide to understanding the key differences between each type of landing page. However, in the body of the article, I explain each of these types in more depth.
Below, you’ll find a summary table that provides a quick overview of the most common landing page types, a brief description of each one, and their most common uses.
| Type of landing page | Brief description | Common uses |
|---|---|---|
| Lead Capture Page | Page designed to collect contact information from visitors | Lead generation |
| Squeeze Page | Simplified variant of a lead capture page that is focused on collecting e-mails | Capture e-mail addresses |
| Splash Page | An introductory page that the user sees before arriving at the home page of a website | Important announcements, age verification, browsing preferences |
| Click-Through Page | Page that seeks to persuade the visitor to click on a specific button and continue to another page | Typically used in sales funnels to drive the user to the purchase page |
| Sales Landing Page | Page focused on persuading visitors to make a purchase or register | Selling products or services |
| PPC Landing Page | Page specifically designed to receive traffic from pay-per-click advertising campaigns | Attract targeted users and convert them into customers or leads |
| Thank You Page | Gratitude page displayed after the visitor has taken a specific action | Confirm an action taken by the user |
| Pricing Page | Page that lists different pricing plans | Informing users about pricing options and leading them to make a purchase |
| 404 Page | Page displayed when the visitor tries to access a URL that does not exist on a website | Report an error and direct the user back to the main site |
| Coming Soon Page | Temporary page indicating that a web site is under construction or being updated | Inform visitors that the website is temporarily unavailable |
🏆 Best tools for creating landing pages:
- Leadpages – Best for small businesses needing simple drag-and-drop functionality
- Swipe Pages – Landing page builder for creating fast, high-converting pages
- Landingi – Ideal for extensive design customization and analytics
- Instapage – Perfect for team collaboration and advanced A/B testing
- OptimizePress – Great for WordPress sites needing landing page integration
- Unbounce – Outstanding for dynamic content and conversion optimization
List of different types of Landing Pages
Before we dive into the list, it’s critical to understand that each type of landing page is a unique tool, a psychological key designed to unlock your audience’s mind and guide them down the path you’ve mapped out to your goal.
Landing pages are created to drive users to the different stages of any sales funnel, so you need to be prepared to transform casual visitors into customers or leads. Whether you are a marketer or an entrepreneur, I recommend you take a look at the best tools for creating landing pages. Here is my selection:
That said, let’s look at the most common types of landing pages:
1. Lead Generation Landing Page
A lead capture landing page is a specialized web page designed with one goal in mind: to convert visitors into leads by capturing their contact information.
This type of page is more than just a destination: it is a digital handshake, a promise and the beginning of a potentially long-lasting relationship with the audience. This type of landing page usually asks for information such as name, company name, email, job title, industry, etc.
Of course, the volume of fields requested should be directly proportional to the stage the user is at in the sales funnel. If the user is at an early stage, the number of data requested should be reduced, whereas if the person is closer to initiating a business relationship, more data should be requested.
Characteristics of Lead Generation Pages:
- Goal: Convert visitors into potential customers by collecting data
- Clear and persuasive copy: Content should be designed to persuade visitors to act. Explain the advantages of the offer by highlighting its benefits (not features), build trust and create a sense of urgency.
- Strong call to action (CTA): Use a clear and compelling call to action that invites the user to complete the form.
- Trust signals: Include trust signals such as testimonials, reviews or social proof that demonstrate your credibility.
Recommended article: Lead Generation Landing Pages: Examples, Tips & Best Practices
Example: Lead generation page – Salesforce.com
2. Squeeze Page
A squeeze page is a specific type of landing page designed for the purpose of collecting a visitor’s email address.
This type of page is usually created for people who are at the beginning of the sales funnel and is generally achieved by offering something of value, such as exclusive content, early access or special offers, in exchange for their contact information.
The term “squeeze”, which gives this type of page its name, reflects the page’s intention to extract, or squeeze, this information from the visitor, with the goal of converting the visitor into a potential lead for future marketing campaigns.
Characteristics of Squeeze Pages:
- Goal: Get user’s email address
- Simplicity: Squeeze pages are usually minimalistic and simple to reduce user distractions
- Minimal form fields: These pages usually ask for the minimum information (often only the email)
- Visually appealing design: Despite their simplicity, these pages are very well designed in terms of colors and images and are usually very eye-catching.
Recommended article: Squeeze Pages: Examples, Tips & Best Practices to Boost Leads
Example: Squeeze page – Disneyplus.com
3. Splash Page
A splash page is a welcome screen that users see with a message, promotion or advertisement before entering the site. It is not designed specifically to capture leads, but acts as an intermediary page.
Their content is usually brief and attractive so that visitors move quickly to the main website. Welcome pages are used to promote offers, display advertisements or draw attention to urgent information.
Characteristics of Splash Pages:
- Goal: Promote a new product, verify the visitor’s age or set user preferences
- Brief content: These pages display minimal content to avoid overwhelming the visitor and facilitate a quick transition to the main website
- Fast loading: Since they are an additional step before accessing the main site, splash pages should load quickly to minimize the risk of visitor dropout
- Skip option: Sometimes these pages offer the user the option to skip the step and go directly to the main website
Recommended article: Splash Pages: Examples, Tips & Best Practices (Detailed Guide)
Example: Splash page – Beefeatergin.com
4. Click-Through Landing Page
Click-through landing pages are designed to warm up website visitors and bring them one step closer to conversion. Generally, these sites are not intended to directly sell any product or service. Their main purpose is to prepare and educate visitors to start a free trial.
This type of pages try to provide essential information about a product, service or offer, highlighting the benefits and features. The goal is to invite the visitor to ‘click through’ to another page where the conversion (purchase or registration) will take place.
Characteristics of Click-Through Landing Pages:
- Goal: Persuade the visitor to click through to another page
- Detailed information: These pages usually provide detailed information about a product, service or offer to help convince the visitor to click through.
- No navigation: These pages usually do not include site navigation menus to keep the user focused on the objective
- No forms: This page will only have one clickable element which is the call to action (CTA) button. In this type of landing pages there are no forms to collect data.
Recommended article: Click-Through Landing Pages: Examples, Tips & Best Practices
Example: Click-Through Landing Page – Pipedrive.com
5. Sales Landing Pages
Sales landing pages are stand-alone pages designed specifically to promote and sell a product or service. Unlike web pages that usually have multiple objectives, a sales page has one main goal: persuade the visitor to make a purchase of a product or service.
These pages are very common and are used in many marketing campaigns to explain in detail the benefits, features and value propositions of a product or service in order to convince potential customers to make a purchase.
It is very common for these pages to include trust-building elements such as testimonials (often in video format), case studies, frequently asked questions and a strong call to action that is repeated in different areas of the landing page.
The goal of these pages is to establish trust with the user by trying to answer as many objections as possible. They are usually used for high-ticket products or services, where the purchase decision may require more information and persuasion.
Characteristics of Sales Landing Pages:
- Goal: Generate sales by providing detailed information
- Social proof: Testimonials, reviews or case studies are often included to build trust and credibility among potential customers
- Addressing objections: Essential aspect to minimize any concerns the potential customer may have. Frequently asked questions and detailed explanations are used for this purpose.
- Price justification: These typically high-priced products and services often include price comparisons, value propositions or return on investment information to justify the cost.
- Risk reversal: They usually offer guarantees or risk-free trials to reduce the fears and doubts of potential customers
Recommended article: Sales Landing Page: Examples & Best Practices (Tried & Tested)
Example: Sales Landing Pages – Adobe.com
6. PPC Landing Page
A PPC (Pay-Per-Click) Landing Page is a specialized web page that visitors land on after clicking on a PPC advertisement. These pages are specifically designed to convert visitors into leads or directly into customers.
Although many companies use existing pages on their websites to target users in PPC campaigns, it is recommended to create this type of landing pages because of their high focus on conversion and to measure the performance of advertising campaigns.
PPC landing pages play a key role in digital marketing strategies as they optimize conversion rates and maximize the ROI of PPC advertising campaigns.
Characteristics of PPC Landing Pages:
- Goal: Guide users towards a specific action (purchase, sign up, subscribe, complete form, etc)
- Relevance to Ad: The content of the landing page should be highly relevant to the corresponding PPC ad to meet user expectations and improve conversion rates.
- Minimal navigation: It is recommended to minimize or even remove normal site navigation to keep the visitor focused on the expected action.
- Fast loading times: A crucial element is that these pages load quickly to prevent visitors from leaving.
- Conversion-oriented design: Conversions should be encouraged through excellent design, colors and typography
Recommended article: PPC Landing Page: Examples & Best Practices (Tried & Tested)
Example: PPC Landing Page – Wise.com
7. Thank You Landing Page
A thank you landing page is a specific type of page that a user lands on after a user completes a specific action, such as making a purchase, filling out a form or subscribing to a newsletter on a website.
Its main purpose is to express gratitude to the user and to confirm that the action has been successfully completed. It is often a good moment to try to keep visitors interacting with the website or brand, for example, by suggesting other products, services or content.
This landing page plays a crucial role in enhancing the user experience, building customer loyalty and facilitating new conversion opportunities.
Characteristics of Thank You Landing Pages:
- Goal: Expressing gratitude to the visitor after completing a specific action
- Next steps: These usually contain information about what will happen next, such as when a purchase will be shipped or when an email will be sent to a subscriber.
- More engagement: Other actions can be suggested to the visitor, such as viewing other related products or visiting other sections of the website.
- Tracking codes: They are usually added to this page to measure actions statistically and understand user behavior.
Example: Thank You Landing Page – Hubspot.com
8. Princing Page
A pricing page is a very common section of any company’s website that clearly and accurately lists the prices of its products or services.
This type of landing page is especially used by businesses that operate online, to give potential customers a clear idea of what they can expect to pay for a particular product or service. The pricing page usually includes details about different packages or service levels, each with its own features and corresponding prices.
The purpose of these pages is not only to inform, but also to persuade potential customers to make a purchase. It is an opportunity for a company to show the value of its offer and justify its prices.
Characteristics of Pricing Pages:
- Goal: Inform and get the user to buy
- Transparency: This should be the key point of these pages. A pricing page should clearly indicate the cost of the products or services so that the customer does not get unpleasant surprises.
- Tiers or packages: There are usually tiers or packages, each with different features and corresponding prices. This allows customers to choose according to their needs and budget.
- Value proposition: This page should perfectly illustrate the value proposition of each offer, explaining why it is worth the price indicated. It should solve all the user’s doubts.
- Frequently asked questions: In this type of pages it is useful to include a FAQ section or additional information to resolve doubts that facilitate the purchase decision.
Example: Pricing Page – Ahrefs.com
9. 404 Page
404 pages refer to specific pages on a website to which visitors are directed when they try to access a page that does not exist or has been relocated without redirection.
Many times, users arrive at these types of pages by mistyping a URL, clicking on a broken link or trying to access a page that has been removed or relocated. From a marketing point of view, these are landing pages that can be used to avoid losing the visitor.
The goal is for these 404 landing pages to be well designed to turn a negative user experience into a positive one. Therefore, they should be created with the goal of retaining the visitor on the site to “fix” the error that has occurred.
Characteristics of 404 Pages:
- Goal: Retain the visitor on the website
- Opportunity to redirect the user: These pages often include links to the homepage, a search bar or other navigational elements to help the user find what they were looking for.
- Customizable: These pages can be easily customized by adding specific text, graphics, interactive elements, etc.
Example: 404 Landing Page – Freepik.com
10. Coming Soon Page
Coming Soon pages are temporary landing pages that are typically used while a website is being built, major updates are being made, or a new product or service is being launched.
These pages are used to provide preliminary information, build hype and increase users’ interest in what’s coming soon. To name a few key elements that can appear on this type of page, you can include a short text explaining what’s coming up, a countdown, and often a subscription form to keep users informed.
Characteristics of Coming Soon Pages:
- Goal: Provide preliminary information and create expectation
- Countdown timer: many sites include a countdown timer to create hype and indicate to the user how much time is left to be operational.
- Subscription form: To gather early user interest and facilitate lead generation, these pages often include a subscription or signup form for updates.
Example: Coming Soon Page – Tailwindui.com
How to choose the Perfect Type of Landing Page
As we’ve seen, these are the most common types of landing pages, but it’s worth noting that there are other, less commonly used types of landing pages as well.
If you have gone through the detailed list above, it is likely that you are clear on what type of landing page is right for you. The choice of the type of landing page depends on the specific goals you are looking for with your project.
Here are some tips to help you choose the best landing page format:
- Define Your Objective: Why did you decide to create a landing page? Is it for selling a product, collecting e-mail addresses or promoting an event? The answers to these questions will be the compass guiding you through the process. Remember, clarity is power. A precise goal will lead to a precise, effective landing page.
- Know Your Audience: Understanding your audience is crucial. It’s like being a detective, gathering clues about what makes them tick, their needs, their wants, their fears. Once you know this, you can create a landing page that speaks directly to them, resonating on a deep emotional level.
- Consider the Complexity of Your Offer: If your product or service is complex or high-value, a long-form sales page that provides comprehensive information might be appropriate. On the other hand, if your offer is simple, a short and clean landing page may be more effective.
- Test and Refine: Creating the perfect landing page doesn’t happen overnight. It’s a process of trial and error, refinement, and improvement. I recommend that you run A/B tests, track the results and adjust the design to see how conversion rates vary. Then you can choose the most effective format.
Remember that the perfect landing page does not exist. It’s all about testing what is the best landing page that helps you achieve your goals and best suits your audience. Find the right balance between providing valuable information and delivering a compelling and honest pitch to your visitors.
Frequently Asked Questions
No, homepages are not landing pages. They should operate as a starting point to the rest of a website’s content. A landing page is a destination where visitors should end up. That said, you can leverage your homepage to generate more conversions, especially at the top of the page. To do this, you must have a clear objective and a strong call to action.
Choosing the right type of landing page depends mainly on your specific goal. First of all, you should have a clear idea of what that goal is, and then apply a specific type of landing page. The content and design of the landing page should be in line with that goal.
The most common types of landing pages are click-through landing pages and lead generation (or lead capture) landing pages. These pages usually offer something in exchange for the information, such as access to a free e-book, a webinar or a newsletter subscription. Other popular landing pages are squeeze pages, sales pages and thank you pages, each with their own purposes and uses.
Both types of landing pages aim to capture information from visitors, but differ in their focus and scope. A squeeze page is a more simplified and focused lead generation page, often asking only for an email address. It usually offers something in exchange, such as access to a free e-book, webinar or newsletter. A lead capture page, on the other hand, is usually more extensive and attempts to obtain more information from users. It is often used for detailed offers or to generate leads for more complex products or services.
