Before you start building landing pages of your own, you need to know what types of landing pages exist and how to choose one that will achieve your goals and maximize gains.
You’ve read about the benefits of landing pages and decided that it is time to deploy some of your own.
The question now is what kind of landing pages are there? And how should you choose which type of landing page to use?
Categories of Landing Pages
According to Unbounce, there are three categories of landing pages you need to know about.
- Standalone landing page: They are separate from your website’s architecture. They are accessed externally (e.g. by clicking on an ad or a link in an email) and not via the website’s navigation or internal links.
- Microsite: A multi-page website that is smaller than regular websites and that may even only be temporary. You use them as a supplement to the main website, normally to promote specific products / services or as part of a campaign. You’ll normally find them as a subdomain but they can have their own domain entirely.
- Internal website landing page: These are landing pages within your regular site such as the homepage or product detail pages.
Please note that when I refer to ‘landing page’ on this blog, I am normally referring to post-click standalone landing pages.
Types of Landing Pages
In this section we’ll take a look at the most common post-click landing pages, i.e. the landing pages that a visitor arrives on after clicking on an ad or link.
A squeeze page is used to collect a prospect’s email address at the earliest stage in the marketing / sales process. Visitors aren’t sure you’re what they want / need. You aren’t sure if this is a qualified lead.
When it comes to squeeze pages, less is more. They are short-form (have minimal copy) and ask for very little personal information. At most, it will ask for a name and email address.
Squeeze pages are normally deployed as popups. That means visitors must interact with them.
To clear the screen of the popup, the visitor can either close the squeeze page via the “X” button or decline the offer via a text link alternative (e.g. “no thank you, I don’t need this”) to the call-to-action button.
Pro Tip: To capture more leads at this early stage, don’t ask for too much information. An email address is all you need to start fostering a lead.
Splash pages are essentially intermediary pages that you have chosen to redirect people to. In other words the visitor has to get through the splash page first before arriving on the ‘actual’ page desired.
For this reason alone, marketers must have a very good and valid reason for using them. For example: To confirm a user’s age or to allow visitors to select a region or preferred settings.
As you can see, splash pages aren’t always used for conversions. You can use them to make announcements, to confirm something, or so that visitors can indicate their preferences.
Pro Tip: If your splash page is purely ‘decorative’ or has no added value, don’t use it. You want to get a visitor to your content as quickly as possible—minimize the reasons for them to leave or navigate away.
Lead capture page
Since they are incredibly adaptable, these are the most widely used landing pages. You can use them throughout the marketing funnel, i.e. from beginning to end.
Lead capture pages typically offer some kind of incentive to the visitor in exchange for the user’s personal information.
These types of landing pages should be distraction-free. Therefore, they do not have navigation options or links. And unlike squeeze pages and splash pages, there is no exit path—just the call-to-action and lead capture form.
Click through landing page
These types of landing pages can also be used throughout the marketing funnel. But they are best used at the bottom, i.e. where the prospect has decided to take action. For example: To make a purchase or enroll in a course.
Click through landing pages tend to come before the payment page, as a way to lessen resistance towards parting with money.
To do that, the page contains persuasive information to prepare and guide the user towards the point of payment.
Note that these types of landing pages do not have a form. Once prepped, visitors are taken straight to the shopping cart.
Sales landing page
Whether it’s to capture new leads, make a sale, or secure a sign-up for your product / service, there’s a lot that you need to get right on a sales landing page.
To develop a successful sales landing page, you must think like the customer and ‘speak’ in a way that the customer can easily understand.
You are using this page for your online sales pitch, to tell a story, to highlight every benefit, and overcome every objection or resistance to your product / service. That’s why sales landing pages tend to be long-form.
Simply put, sales landing pages are perhaps the most challenging to master.
Pro Tip: For higher-converting landing pages, don’t just focus on design. Pay extra attention to your copy.
How to Choose a Landing Page
At this point, your next question might be “what kind of landing page do I need?”
To choose the right type of landing page, you want to make sure you’ve thought of the following.
- What do I want to achieve with this landing page?
- How are my competitors achieving the same goals?
- What do my visitors want to achieve when they arrive on this page?
- How will they land on this page? For example: Where did they come from? What did they click on?
- What do I want them to do on this page?
Once you’ve considered these points, you can start brainstorming ideas for how to use landing pages for your business.