What is a landing page?

What is a landing page?

A landing page is a stand-alone web page which appears in response to clicking on an online advertisement or any search engine optimized result, created specifically for the purpose of marketing and attracting visitors. It is basically a page where a user ‘lands’ when he clicks on a Call-to-Action (CTA) or marketing links. It is made with the sole intent of converting visitors into potential customers.

Traits of a good landing page

A good landing page is always target audience oriented to attract a particular group of visitors. It must contain essential contact information of the company, like phone number or email address, so that the visitors can contact them directly and hence be converted into leads. If the purpose of the landing page is to increase sales of a product, it would generally contain a link which would direct the user to the shopping cart or checkout area. Excellent landing pages are those that convert a high percentage of visitors into leads or sales.

Features / Benefits

  • Converts site visitors into leads and customers.
  • Boosts SEO for the site with the addition of an extra indexed page to the website.
  • Makes it easy for the visitors to find offers and campaigns, hence bringing potential business opportunities.
  • Long term benefits are obtained on making landing pages for evergreen content (content that is valid for a long period of time with little or no upkeep)
  • Tracking of return site visitors – potential customers who visit your website time and again, even though they have not made any purchase yet.

Tips for designing an excellent landing page

  • Use an eye-catching heading and compelling content. Use clear and concise subheadings which explain why the offer is beneficial.
  • Use a minimum number of links. Having fewer links has proven to increase conversion rates as there are fewer available distractions.
  • A landing page should not contain navigation to any other page on the website, as it may distract from the call-to-action.
  • The call to action button should be big and well positioned. One can use directional cues (like arrows or animations pointing towards the button) to draw attention towards the CTA.
  • Show the product or service to be publicized with high quality imagery and visuals.
  • Use videos. They have proven to increase the conversion rate to about 80%.
  • Provide essential contact information like phone number, email address etc. to allow the visitors get in touch with the company directly.
  • Use bullet marks to simplify your design and make it interesting. Cut short unnecessary content.
  • Provide a free trial. “Try it before you buy it” is a feature that always builds trust among your clients.
  • Include privacy policy and social proof to ascertain visitors’ trust.

Choosing a company for designing your landing page

  • Check for the company’s portfolio.
  • Analyze customer reviews on their work.
  • Look for companies that promise long term relationship and technical support in the future.
  • Check for other graphics based projects accomplished by the company.
  • Make sure the company tests every element of the landing page before publishing it.
  • Ensure that the company provides editing and updating services after the landing page has been created. Something that attracts customers today, might annoy them tomorrow. Hence timely editing and updating is very essential.

So, aside from at least one good, colorful image, and not-too-short-but-not-too-long text, what else should your landing page contain?

An eye-catching headline: If your landing page is linked to an email marketing campaign, the page headline should mimic if not repeat the email’s subject both for consistency and to avoid confusing page visitors.

At least one good image: A colorful image that echoes the page’s theme or simply shows the product or item the page is about. Images should be large enough to see clearly, but not so large that they displace text, or add to too much scrolling.

A clear call to action: Whether you’re asking for donations, or encouraging readers to sign up for a newsletter, webinar, what have you, your CTA should not be at all vague. Include at least one of those powerful conversion words, and you’re in business.

Clarity and focus: This doesn’t just apply to the CTA, but to all your text. Make it very clear to your visitors what the page is about, what its purpose is, and what you expect them to do there. Don’t make them have to figure it out, or choose between way too many options.

Types of Landing Pages

When, where, and how you use a landing page can determine the sub-genre of landing page you might use. Don’t worry; we won’t get too much into complicated definitions here. But it’s worth noting that what we refer to as landing pages can also be called one of the following.

Splash Page

A common type of landing page is a splash page (also occasionally called a splash screen or a welcome gate). Splash pages are often used as an introductory page on a website, which is why the term “welcome gate” gets used as well. Essentially, it’s a single page visitors see before they can enter your site.

You can think of it as an introductory page for a website that provides valuable information or is designed for common lead collection purposes as well. Business owners often use a splash page so they can immediately ask new visitors to join their email list.

Squeeze Page

A squeeze page is just another word for “landing page.” It’s called that because this type of landing page is designed to squeeze information out of visitors—specifically an email address. Squeeze pages are like landing pages, in that their purpose is—you guessed it—lead generation. However, they often feature a wide variety of shapes, sizes, lengths, and content types.

When you see the term squeeze page, you can more than likely interchange the words landing page. Sometimes, squeeze pages feature a progression of information, testimonials, and context, which are all designed to “squeeze” a visitor into converting or making a purchase.

Capture Page

Another industry term you might see frequently in reference to landing pages is the term capture page (or more formally seen as a lead capture page). Once again, this is basically a synonym for a landing page (and the aforementioned squeeze page). Just like with squeeze pages or landing pages, capture pages are designed to (you guessed it) capture leads.

There’s nothing specific you really need to know beyond that—just keep in mind that these phrases are interchangeable.

Sales Page

Ideally, you will want to provide value to your website visitors before you ask for them to purchase from you. However, in some circumstances,, you might want to start selling your product or service to first time visitors. For that, you’ll want a sales page. A sales page is a landing page that uses copy, testimonials, videos, or other elements to sell your products or services instead of focusing on lead generation.

Mobile responsiveness: If your website is mobile responsive—which it should be—then it follows your landing page will also be easily viewed on mobile devices. 

Click Through Landing Page

This is a very simple form of landing page whose sole purpose is to provide the necessary details about an offer, explaining the benefits and context of use in such a way as to convince a prospect to progress to the point of purchase. Here, one can only read about the offer and click through to the website of the company to complete the transactions.

Lead Generation Landing Page

The purpose of these pages is to gather personal data from the visitor, starting from their name and email address. It consists of absolutely no navigational pages or exit paths, but only a submit button to submit the details provided by the visitor. The main purpose of such pages is to build an email list of potential customers, which can later be used to market.


A micro site is a small but complete supplementary website used for comparatively larger campaigns. They will normally have their own URL related to the timing and relevance of the campaign. Even though it’s more than a single page, it’s still classified as a landing page as it’s a destination where customers are driven from paid online ads or even print and TV advertising.

Infomercial Landing Pages

These landing pages have typically larger amount of scrolling, with a lot of information about a specific product or service. However, these infomercials are so strategically formatted that as the user reads down the page, he gets further sucked into the sales message and eventually reads the entire infomercial with all the details about the product.

Creating landing pages using the Source Editor

Using Global Era InfoTech , you can build your landing page using the HTML Source Editor. Using the Source Editor, you use a combination of HTML code and standard Global Era Infotech shared content such as images, forms, field merges, and so on. Learn more about creating a landing page using the Design Editor or uploading an HTML landing page.

Layering elements, Grouping, and Locking

If you have more than one element on your landing page that you would like to superimpose over another, you can use the Move to Front and Send to back functions on the right-click context menu. Right-click the object you want to move and select either Move to Front to layer it over another object, or Send to back to have it lay beneath another object.

Grouping objects in landing pages

You can group the objects on your landing page together; this allows you to move all Grouped objects at once, while maintaining their relationship and relative position to oneAnother. After objects are grouped, they can also be locked, giving you further control Over how the elements in your landing pages will be positioned and formatted on the Canvas.

Previewing landing pages

Global Era InfoTech provides a rich suite of tools that you can use to build, preview, and test your landing pages before you publish them. The preview feature lets you view your page as Your contacts will see it, including any field merges and dynamic or cloud content. This Way, you can be sure that the personalization features you’ve used in your landing pages will display properly when a contact visits the landing page. The preview window also lets you view the asset as it will display in a desktop/laptop browser, on a tablet, or on a smart phone, letting you test responsiveness across device types.

Changing the visibility of landing pages

You can prevent an Global Era Infotech landing page from being accessed by changing the visibility of the landing page. For example, after an event completes, change the visibility and prevent visitors from signing up. Or change the visibility if you are drafting a landing page and are not ready to make the information publicly available. Before you begin: After you change the visibility of a landing page, note the following:

The landing page remains available in Global Era Infotech and no dependencies are impacted. You can no longer access the landing page from its URL. Message displays instead indicating the page is unavailable. The landing page’s redirect settings are no longer used. Message displays instead indicating the page is unavailable. You cannot change what is displayed to a landing page visitor in place of the landing page.

Landing page examples

Give your visitors a good impression with a crisp, professional design and efficient, valuable information that builds trust and compels them to move through your campaign. It is important that your landing pages are persuasive and informative without wasting the viewer’s time. Here are some examples highlighting the features of a good landing page. Gating content behind a simple form this page acts as a gateway to content that was advertised in the email or PPC as that drove the visitor to this location. The strengths of this page lie in its brevity: the page gets straight to the point without too much textual or visual flare, and the visitor must fill in only a few fields before they can access the desired content. Event registration and context-specific presentation.

The following examples provide an idea as to how you can strategically measure the value of your content against the type of service being provided, and then stage your information accordingly. In this first example, the goal is to drive RSVPs for a semi-informal, social networking event. The strength here lies in how the type of event is appropriately framed by an informative yet enthusiastic tone. The page invites potential guests using a language that is appropriate to the type of event. Conversely, this next example aims to drive event registration for a panel discussion and luncheon with industry leaders. While the event description is much more concise than the previous event, brand recognition, trust, and overall importance are fostered by featuring multi-organization partnerships and personable or recognizable identities.