4 types of landing pages and when to use them

When used properly, landing pages can prove to be game-changing tools in your marketing strategy. The greatest thing about landing pages is that they are extremely versatile. They can be used in various ways depending on the nature of your campaign and business.

The average internet user comes across several landing pages on a daily basis, but not all landing pages capture their attention. Meaningful design, relevant content, and attractive elements can give you a successful landing page. Well, almost.

There's one more thing you need to know to perfect the landing page recipe: Picking the right landing page software and using the right style of landing page that suits your business goals. 

Whether you want people to buy your product, give you their email address, or just get to know your brand better, choosing your goals and the right landing page for them is crucial!

Let's explore the various types of landing pages commonly used by businesses

Lead generation pages

For any business, lead generation is the first and most important step in the sales process. Lead capture landing pages are one of the most cost-effective methods to get quality leads. These pages encourage customers to subscribe to a newsletter, sign up for your mailing list, or request a demo by providing their contact details. This also helps create brand awareness and build credibility with new customers.

When and how to use lead generation pages

Lead capture pages are generally used at the top of the sales funnel to gather new leads and grow your mailing list. Once you collect the information, you can nurture the deals until they are ready to make a purchase. This is especially useful for businesses with long sales cycles where you have to engage customers consistently until the sale is closed.

Squeeze pages

The bottom line of any marketing effort is to increase conversions. With squeeze pages, you can have a win-win situation for businesses and potential customers. These pages can be designed expertly with a landing page builder to provide customers with a lead magnet or gated content—an incentive in the form of exclusive videos, e-books, reports, and checklists—in exchange for their contact details.

When and how to use squeeze pages

Squeeze pages are generally used at the top of the sales funnel to gather new leads and grow your mailing list. The agenda of these pages is to collect details and add potential leads to the marketing list by offering users a relevant lead magnet. Businesses can then use the collected information to learn more about their audience and improve the accuracy and effectiveness of their marketing strategies.

Click-through pages

Unlike lead generation landing pages that have forms to collect visitor data, click-through pages are created to provide information about a product or service in detail without a prominent call to action. When potential customers click on an advertisement, they are redirected to a click-through page that explains the features of the particular product or service.

When and how to use a click-through page

Click-through pages are generally used to explain your unique selling proposition to visitors and encourage them to take action further into the buyer's journey (for example, making a purchase or registering for a demo). The persuasive information, videos, and other elements warm them up before they are ready to make a purchase.

Sales landing pages

Sales landing pages are where all the action takes place. All marketing efforts ultimately end up on a sales landing page that converts visitors to paying customers. Getting potential customers to spend money definitely needs more effort than getting their email addresses. Sales pages are often more detailed than other types of landing pages and have a clear call to action that provides the next steps for user.

When and how to use a sales landing page

Sales landing pages are typically used after the initial discovery and warm up when you want to start seeing conversions for your product or service. Since this is where users finally make a purchase, these pages take a persuasive approach by using compelling language, intriguing visuals, and social proof—some even evoke a sense of urgency or scarcity to help make the conversion.

Choosing the right landing page

Each landing page is created with a specific purpose or goal. The goal can be anything from improving brand awareness to building a mailing list. Effective landing pages have a few common traits such as clean design and attractive visual elements, apart from a laser-sharp focus on the goal.

Strategically placing these optimized landing pages in your marketing campaigns improves conversions significantly. The type of landing page that is best suited for your business, however, depends on the campaign goals and position of the user in the sales funnel.