What is a Landing Page & Do You Need One?
Author: Rebecca Nguyen
April 2025
In today’s digital world, a landing page is a crucial part of any business’s online marketing strategy. It is often the interaction customers have with your business online, introducing them to your services or products.
Why is it so important and why should businesses invest time and resources creating one?
What is a Landing Page?
A landing page is a web page created with the specific purpose of converting visitors into customers, leads or subscribers. It is the page users are directed to when they click on an ad, search engine result or link on social media.
Unlike a homepage that usually offers a broad overview of a business, a landing page has a particular focus and is designed to prompt action from the visitor.
An effective landing pace will direct visitors to a clear call to action (CTA), gaining their interest and turning it into an outcome for your business. This could be asking visitors to sign up for a newsletter, fill out a form, download content or make a purchase.
Two Types of Landing Pages
There are two main types of landing pages and while both serve different purposes, they are essential in driving conversions.
- Click-Through Landing Page: This landing page serves as a warm-up before taking visitors to a final destination where the conversion happens. These are typically used in ecommerce or advertising campaigns to guide visitors to a sales page, product details or a registration page.
- Lead Generation Landing Page: These pages often include a form as the primary CTA, asking for visitors’ information such as name, email address, phone number or other details. This captures data to develop a relationship with follow-up emails, offers or newsletters.
The Importance of an Effective Landing Page
The power of a landing page lies in its ability to convert. By creating a focused, streamlined experience, landing pages help businesses maximise digital marketing efforts.
- Higher Conversion Rates: Landing pages push a user toward a single action, making them more effective than general website pages. With the right focus, landing pages can significantly increase conversion rates, turning casual visitors into customers.
- Improved Marketing Campaigns: Landing pages allow for a targeted experience, especially when linked to specific advertising campaigns. Directing traffic to a tailored landing page ensures the user sees content directly related to their search or ad click which increases the chance of conversion.
- Better Lead Collection: If your goal is to gather leads, a lead generation landing page with a simple form can be incredibly useful. Once you’ve captured contact information, you can continue nurturing those leads through automated email communication or follow-ups.
- Clear Tracking and Analytics: Landing pages make it easier to track user interactions and measure performance. With analytics tools like Google Analytics integrated into your landing page, you can monitor which campaigns or offers are performing best, allowing you to fine-tune your strategy where needed.
What Makes a Great Landing Page?
An effective landing page is designed with the user in mind.
- A Strong, Clear Headline: Your headline is the first thing visitors see, so grab their attention and immediately let them know they’re in the right place. A good headline should be concise, explaining exactly what the visitor can expect.
- Engaging and Relevant Visuals: Including high-quality images or videos can help convey your message more effectively. However, don't overdo it and use visuals to enhance your message rather than distract from it. A product shot or an image demonstrating the value of your offer can make a significant impact.
- A Clear and Prominent Call to Action (CTA): A CTA is arguably the most important part of a landing page. It tells visitors what to do next, whether that’s “Download Now”, “Get Started” or “Sign Up for Free.” Your CTA should be noticeable, clear and lead visitors directly to the next step of the conversion process.
- Minimal Distractions: Eliminate unnecessary navigation menus, side bars or links that might lead visitors away from the desired action. A simple design helps keep visitors focused on the goal.
- Use of Testimonials: Testimonials or reviews on your landing page can build trust and credibility. People are more likely to convert if they see others have benefited from your products or services. If you can include notable clients, statistics or endorsements, it’ll make your offer more convincing.
- Mobile-Friendly Design: With so many people browsing the web on their mobile devices, it’s essential your landing page is fully responsive, so you don’t risk losing valuable leads.
- Simple, Focused Copy: Copy should be direct and concise. You want to provide just enough information to convince the visitor to take action without overwhelming them with excessive details. Bullet points, short paragraphs and headings help break up the content and make it easier to scan. Put the most important information at the top of the page and make them want to scroll down to find out more.
- Trust Signals: For users to feel comfortable submitting personal information, they need to know that your website is secure and trustworthy. Adding security badges, guarantees or privacy statements can reassure visitors their data will be safe.
Testing Your Landing Page
Always test your landing pages to ensure they work to your advantage. Using a good website content management system (CMS) will make it easy to test and optimise. Creating different versions of your landing page will enable you to see which one converts better. You can test headlines, CTAs, images and the layout to determine what resonates with your audience.
Additionally, monitoring the data and performance of your landing page can help identify areas for improvement. Continuous optimisation ensures your landing pages remain effective.
How to Create a Landing Page
Creating a landing page is a straightforward process.
- Choose a Page Builder or CMS: Choose from the simple, yet powerful and easy to use Continuum CMS platform, with handy tools for creating landing pages. Other platforms include Adobe Commerce, BigCommerce and Shopify, allowing you to create landing pages that work for you.
Otherwise, you may prefer to explore a dedicated landing page platform such as Unbounce, that lets you create and publish your own landing pages regardless of your technical expertise. The professional website designers at Web Force 5 can find the right solution.
- Design the Page: Focus on creating a simple, visually appealing page. Use a clean layout, a compelling headline and a clear CTA and always make the page mobile-friendly.
- Set Up Tracking: Integrate tools like Google Analytics to track the page’s performance. This allows you to monitor conversions, see where visitors are coming from and make adjustments based on data.
- Launch and Test: Once your landing page is live, start testing different elements to optimise its effectiveness. Track the performance and make necessary adjustments to increase conversions. Use feedback, user behaviour and data insights to continually improve the landing page to make it even more effective.
A well-designed landing page is one of the most powerful tools in digital marketing. Whether you want to generate leads, drive sales or increase sign-ups, a landing page focused on a single goal can significantly improve your conversion rates and ROI.
Remember, it’s not enough to create a landing page and forget about it. Regular testing, optimisation and analysis will help ensure your landing pages always deliver results. Get started today and speak to a specialist consultant at Web Force 5 for a free no obligation chat. Your next successful digital marketing campaign could be just a landing page away.
