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This artistic freedom is both a blessing and a curse. With so many different types of landing pages out there, it can be overwhelming when you sit down and try to figure out which one is right for you.
So where do you start?
That’s where we come in. This post looks at some of the more common types of landing pages, how they’re best used, and examples of each–so you can find the option that’s best for you.
Best practices for any landing page
Before we jump into landing page examples, let’s quickly take a second to look at some best practices (regardless of what the landing page is used for.)
Effective landing pages do three common things:
- Leverage clean, cohesive design. Compelling landing pages are clean, simple, and attractive and align with your brand. They catch the eye with graphics that pop and then hold the visitor’s attention with persuasive copy.
- Include social proof. Most impactful landing pages include elements of social proof like testimonials, reviews, and quotes related to the product or service you’re promoting.
- Stay focused. Focused landing pages get the best results, so make sure your landing page focuses on a single message with a singular call to action that minimizes distraction.
If you follow those three basic guidelines, you can use a landing page for almost anything. Whether you need to promote a free ebook or an event, to hold the place of a soon-to-be-launched website, or to get more subscribers to your podcast or newsletter, a tailored landing page is the thing you need.
But that’s not all when it comes to landing page best practices. Let’s also look at a few extra tips from some conversion optimization experts to see what they recommend when creating a landing page.
“Survey/interview your customers. It's hard to build a landing page when you don't know 100% what your customers care about, what questions they have, and what makes them hesitate. Research enables you to prioritize.” -Raphael Paulin-Daigle, Founder of Splitbase and CRO Specialist
“Create the story arc that shows how the reader will go from here to there. Lead with emotion and address the objections. Use problem, agitate, solve — or an equally effective copy formula. Make the next step clear and show them what happens after that.” -Claire Emerson, Freelance marketer
“Tie in contextual social proof. If you make a bold claim, back it up with a testimonial that parrots what you just said.” -Josh Garofalo, CRO Copywriter at SwayCopy
Pretty simple, right?
Next, let’s look at some of the different types of landing pages, along with real-world examples.
Which type of landing page is right for you?
From ebook landing pages to webinar landing pages and beyond, you have some options to consider.
Are you ready to leverage your social media following for your business? Link Pages are the new way to send your followers directly to your website.
With ConvertKit Link Pages you can create a simple page full of links to send your audience to your top content. Hollie from Black & White Studios customized her Link Page to her branding colors for a sleek Instagram bio Link Page.
You can also create Link Pages with a gallery of images that link out to your products, content, or anything else you want your audience's eyes on. We created a gallery of our Instagram images for our Link Page that links out to each article we published on Tradecraft.
Ebook landing pages
Offering a high-quality ebook gives your audience something of value in exchange for their contact information. Using a landing page to promote your lead magnet, whether it’s a free ebook, a branded white paper, or a relevant case study, allows you to collect email addresses and grow your list while providing your audience with a value-packed resource they can reference again and again.
The thing is: No one wants to give out their information to someone they think will spam them or provide them with useless information. That’s why your ebook landing page should entice readers by clearly communicating the value of your ebook (or other gated content) and positioning the resource in a way that convinces visitors to sign up.
Webinar landing pages
Want to garner more registrations for the webinar you’re hosting? Create a landing page that advertises the highlights and focus of your webinar while capturing your attendees’ information.
The right webinar landing page paired with the right elements can boost signups and makes it easier to promote your offer to subscribers following the webinar.
A brief synopsis of the webinar makes for great content, but what works even better is a preview clip from the webinar (if it’s pre-recorded) or a promotional video. Be sure to include critical information such as the date and time of the webinar as well as anything else that’s important for attendees to know beforehand.
Event landing pages
You want your event to be a success, but for that to happen, you have to actually get people in the door. One surefire way to get registrations for your event is to create (and promote) a landing page for it.
When you develop a landing page for an event, include details about the who, what, when, and where so that potential attendees can determine if they can and should attend before registering. Keep the content benefit-focused and straightforward, and don’t go overboard with the promotional language—let the value of your event speak for itself through the facts.
Newsletter landing pages
There’s a lot of inbox chatter, so how do you position your newsletter as a valuable resource that will stand out amongst the noise? Create a landing page that highlights the benefits of subscribing to your email newsletter.
When you design and promote an effective newsletter landing page, potential subscribers get information that explains exactly why they should provide you with their email address. You can even build a landing page for your newsletter prior to launching to help you create buzz about it before it goes live.
Video landing pages
Using video is a great way to grab (and hold) attention on a landing page. In fact, data from Aberdeen Group shows that brands who incorporate video into their marketing campaigns experience 34% higher conversion rates.
When you embed a video onto a landing page, you’re maximizing the real estate available to you. You can welcome your guests, provide more information about your offering, or hold a demonstration of your product. Plus, videos are great for conversions, so you’re further optimizing your landing page for sales by adding one in.
Make sure to include enough detail in the copy to give those that can’t watch your video the details about what they’re signing up for. For even greater impact, you can (and should) embed a video onto another type of landing page, such as one for a newsletter or an event, that highlights the reasons to attend or subscribe.
Podcast landing pages
You work hard to produce your podcast, so why not build a landing page that showcases it properly?
Entice visitors to subscribe to your show by coordinating the feel of your episodes with the feel of the podcast landing page. Serious topics demand serious landing pages and playful topics lean to playful pages, so dress yours up accordingly. Keep in mind that 80% of users are more likely to read content that’s combined with bold, attention-getting imagery.
From there, add content that clearly introduces the topics you discuss on the podcast so that visitors can decide whether or not it’s for them. Consider including details like when new episodes drop and at what frequency. Be persuasive with your copy, but don’t try to be everything to everyone—instead, target only your ideal audience for more strategic conversions. If you have an opt-in freebie, include it as a bonus to entice new listeners to offer up their email addresses.
Coming soon landing pages
When you’ve got a brilliant idea but you’re not quite ready to launch, a coming soon landing page is a great way to build up hype and momentum around your product or brand.
Sure, you might have a social media following built up, but for more impact, convert them to email subscribers using a coming soon landing page.
You can combine your coming soon landing page with other types of landing pages, such as those for ebooks (or other gated content), videos, or newsletters. The more benefits you can offer your potential audience for subscribing, the more eager they’ll be to sign up and in anticipation of your launch.
Product landing pages
You’ve seen your product through from ideation to creation, and it’s time to share it with the world. Now you need leads (and sales.) Use a product landing page to generate them, whether it’s through a free trial, a product demo, or simply a discount for new enrollees.
There are two types of product landing pages: Click-through pages and lead generation pages. Click-through product landing pages are often used to introduce a new product or offer, while lead generation landing pages (which have an information collection form embedded) are used to get leads and drive conversions.
If your audience is completely unfamiliar with the product you’re offering, a click-through landing page might work best. On the flip side, if people are already familiar with your product or service and are ready to take the next step in interacting with your brand, a lead generation landing page is a better choice.
Profile landing pages
If you’re in need of a way to draw traffic to your personal website and subsequent offerings, create a profile landing page. This type of landing page works well when you’re trying to convert your social media followers to email subscribers. It’s also useful for cultivating a consolidated online presence or directing visitors to your portfolio.
Again, keep this page focused. A reach that’s too broad may result in you not seeing the results you’re looking for. A narrow scope helps you curate a more responsive audience, leaving you with a healthy email list that’s not bloated with unresponsive subscribers.
Create these landing pages for free with ConvertKit
A well-designed landing page is functional, focused, and easy on the eyes–and it’s an extremely versatile tool that you can use to your benefit.
Whether you’re working to grow your following or to cultivate a more focused audience, a well-designed landing page can help–but you need the right tools to get there. That’s where we come in. You can sign up for free ConvertKit account now and get started building your landing page today.
Many of the examples you saw in this article today were created with ConvertKit's landing page builder. Check out the video below to see how you can create your own customized landing page in just minutes!