What Is a Landing Page? What to Know + Examples

Landing pages seduce users to return an action for illustration signing up for a free trial, downloading a resource, registering for an event, aliases making a purchase.

Because landing pages attraction connected driving 1 peculiar action, they often execute amended than modular webpages and are utilized successful trading campaigns.

In this guide, you’ll study what a landing page is, erstwhile to create one, and champion practices to create landing pages that convert. You’ll spot existent landing page examples and a Semrush lawsuit study showing really landing page optimization impacts results.

Let’s begin.

What Is a Landing Page?

A landing page is simply a webpage that’s designed to thrust 1 action, for illustration a sign-up, download, aliases purchase. 

Landing pages tin beryllium standalone pages built for circumstantial integer marketing campaigns, aliases pages that unrecorded wrong a website’s building to support ongoing goals.

Landing pages are commonly linked to from paid ads, email promotions, and different campaigns. Having that page intimately lucifer the campaign's connection and visuals helps support relevance and tin improve conversion rates.

Most effective landing pages stock immoderate halfway elements:

• Benefit-driven headline: A clear, sentence-style header that communicates the superior worth of taking action
• Calls to action (CTAs): Action-oriented phrases that punctual users to return the adjacent step, typically shown connected buttons
• Supporting matter and visuals: Copy and images that explicate the connection and reenforce its value
• Social proof: Testimonials, reviews, usage statistics, aliases marque logos that build spot pinch visitors
• Submission form: A shape that collects cardinal accusation to person visitors into leads aliases users

Landing Page vs. Webpage vs. Website

A landing page is simply a circumstantial type of webpage (a azygous archive accessed via browser) designed to thrust a peculiar action connected a website.

A website is simply a brand’s main online presence, pinch galore connected webpages, files, and different contented housed nether a azygous domain. It typically includes navigation menus and supports aggregate conversion actions.

What's the Purpose of a Landing Page?

The intent of a landing page is to thrust a precocious conversion complaint by getting visitors to complete a desired action. 

A bully landing page improves run capacity without expanding scope because it’s built for attraction alternatively than exploration. This is because landing pages are:

• Tailored to circumstantial usage cases: Messaging and visuals align pinch the assemblage and constituent toward the desired action
• Free from distractions: Limited navigation and less links support the main connection the focus
• Easy to trial and analyze: Having a azygous extremity makes it easy to research and measurement performance

Good landing pages tin besides amended your paid campaigns. On platforms for illustration Google, Facebook, and Microsoft, ads that nexus to applicable pages are much apt to gain amended placements and a little costs per click (CPC).

When Should You Use a Landing Page?

You should usage a landing page erstwhile you want a circumstantial assemblage to return a circumstantial action. 

Below are communal scenarios wherever creating a dedicated landing page is particularly effective.

Launching a New Offering

Create a landing page erstwhile launching a caller product, service, aliases characteristic to make early liking and build pre-orders aliases leads earlier it goes live. 

For example, Christopher Ward had a "join the waitlist" landing page to cod email addresses up of a merchandise drop:

Once your offering launches, you tin repurpose your landing page to support income aliases redirect it to the unrecorded merchandise page.

Running a Promotion

Create a landing page erstwhile moving a time-bound promotion to support visitors focused connected the offer. 

A dedicated promotional landing page provides a accordant acquisition and reduces distractions, which increases the likelihood of conversion.

For example, LEGO uses a Black Friday landing page tailored to U.S. audiences.

Outside the promotion window, the page builds anticipation for the coming twelvemonth and encourages visitors to support shopping:

During the promotion period, the aforesaid page highlights progressive deals and guides users toward purchase.

According to Semrush's Top Pages dashboard, LEGO's Black Friday landing page attracted much than 206K integrated hunt visits, 119 AI traffic, and 149K paid hunt visits successful November 2025.

Creating Lead Magnets

Create a landing page erstwhile offering a lead magnet (a high-value portion of contented exchanged for a visitor's interaction information) to thrust much conversions. 

Having a dedicated lead magnet landing page besides makes it easier to beforehand the plus crossed channels for illustration email and societal media.

For example, Salesforce uses a landing page to administer its Connected Financial Services Report and has shared the page URL done LinkedIn:

Targeting New Audiences

Creating a landing page specifically for a caller aliases chopped assemblage conception lets you tailor messaging, visuals, and offers to a peculiar group of prospects to amended relevance and conversion rates.

For example, Canva creates landing pages for different audiences, specified arsenic income teams and students:

Audience-specific landing pages besides support integrated hunt visibility. Because each page targets a circumstantial assemblage and intent, they tin show for applicable keywords and prompts.

What Are the Different Landing Page Types?

Different landing page types fto you align pinch circumstantial run objectives and see the following:

Lead Generation Pages

Lead procreation pages are designed to cod interaction accusation done a form. 

Generally speaking, lead procreation pages activity champion for B2B companies, SaaS products, and work businesses building email lists. The extremity is typically to connection a work aliases valuable portion of contented successful speech for personification details.

Click-Through Pages 

Click-through pages are designed to amended and seduce visitors earlier sending them to a conversion page to complete an action, truthful they’re useful erstwhile visitors request much discourse earlier committing.

While click-through pages don't see forms, they do typically supply product/service benefits, societal proof, and a clear CTA fastener that leads to a checkout page aliases sign-up flow. 

Ecommerce businesses often usage click-through pages earlier checkout, while package companies usage them earlier a free proceedings registration.

Squeeze Pages 

Squeeze pages are minimalist landing pages designed to seizure email addresses pinch minimal friction. 

These pages usually characteristic a azygous shape section and very small copy—just capable to pass the worth of the offer. Squeeze pages are commonly utilized for newsletter sign-ups, webinar registrations, and early-access lists.

Sales Pages

Sales pages are long-form landing pages designed to person visitors into higher-commitment actions, specified arsenic costly purchases, semipermanent subscriptions, aliases contracts. 

Good income pages see elaborate product/service explanations, testimonials, pricing information, and FAQ sections to reside objections and build confidence.

B2B companies trading endeavor package and creators trading online courses often usage income pages erstwhile buyers request much accusation and reassurance earlier committing, specified arsenic for higher value points aliases longer determination cycles.

7 Landing Page Best Practices [with Examples]

Follow these landing page champion practices to get much worth from your campaigns:

1. Optimize Above the Fold

Optimizing above the fold intends designing the apical information of your landing page to instantly pass worth and punctual action without requiring users to scroll.

Most effective landing pages see these above-the-fold elements:

• An engaging header that conveys the offering and piques interest
• A subheading that describes the use of the offering
• A supporting visual
• A CTA fastener encouraging visitors to return the adjacent step

Create a Clear and Compelling Headline

Write a header that intelligibly communicates the connection and gives visitors a logic to study more, expanding the chances of conversion.

Strengthen headlines by utilizing proven psychological triggers, specified as:

• Urgency: "Save 50% connected Annual Plans Before April 1"
• Curiosity: "See What’s Slowing Down Your Website’s Performance"
• Specificity: "Find and Fix Technical SEO Issues successful Minutes"
• Pain points: "Stop Losing Customers to Slow Page Load Times"

For champion results, align your header intimately pinch the advertisement transcript aliases email that brought visitors to your landing page. Matching the connection reassures users they’re successful the correct spot and reduces bounce rates.

For deeper guidance, spot our landing page copywriting tips.

Use a Benefit-Driven Subheading

A subheading supports the header by clarifying the superior use of the connection and adding discourse without overwhelming the visitor.

Effective subheadings explicate how the connection delivers worth aliases what the visitant will get aft converting, helping users quickly determine whether the page is applicable to them.

Include a Supporting Visual

A supporting ocular successful the leader conception reinforces the header and subheading and helps visitors understand the connection astatine a glance.

Effective leader visuals whitethorn see merchandise screenshots, short videos, aliases illustrations that show the result aliases worth of the connection alternatively than conscionable its features. The extremity is to quickly corroborate relevance and support the superior CTA—not to decorate the page.

When choosing a leader visual, prioritize clarity and alignment pinch the conversion goal:

• Show the merchandise aliases work successful context, erstwhile possible
• Match the ocular style to the target audience
• Emphasize outcomes aliases results

The strongest leader visuals beryllium adjacent to the header supra the fold, wherever they tin instantly reenforce the halfway connection and guideline attraction toward the CTA.

While this conception focuses connected the main ocular successful the leader area, the aforesaid principles—clarity, performance, accessibility, and relevance—should beryllium applied consistently to each visuals passim the landing page.

Design Strong Calls to Action

Your CTA is wherever conversions happen, truthful its copy, design, and placement request to make the adjacent measurement evident and easy.

• Use action-oriented fastener copy: Replace generic labels for illustration “Submit” aliases “Click Here” pinch benefit-focused language. First-person phrasing (for example, “Start MyTrial”) often performs amended because it creates a consciousness of ownership.
• Make the CTA visually distinct: Use a fastener colour that contrasts intelligibly pinch the page background, springiness it capable size and whitespace for easy interaction, and use subtle ocular cues to tie attention.
• Place CTAs wherever intent is highest: Include the superior CTA supra the fold and repetition it adjacent earthy stopping points connected longer pages truthful users tin person arsenic soon arsenic they’re ready.

2. Leverage Social Proof

Leveraging societal impervious intends showing visitors that others spot and usage your merchandise aliases service, which builds assurance and reduces hesitation.

You tin adhd societal impervious to a landing page by including:

• Customer aliases customer logos
• Testimonials aliases short quotes
• Use aliases take metrics
• Review aliases ratings widgets from trusted platforms

For example, Semrush uses a spot barroom pinch recognizable customer logos and a testimonial tailored to the target audience:

3. Minimize Navigational Elements

Minimizing navigational elements keeps visitors focused connected the superior action alternatively of clicking distant from your landing page.

Many brands usage landing pages that don’t person full-site navigation and limit links to only what’s essential. 

For example, The New York Times subscription landing page excludes the main navigation paper and footer, leaving users pinch a clear connection and telephone to action.

Note that minimizing navigation doesn’t mean removing it entirely. Landing pages should still supply entree to basal links—like privateness policies, terms, and constricted marque navigation—to debar frustrating users aliases blocking replacement conversions.

Navigation value besides affects paid hunt performance. Google has stated that mediocre landing page navigation tin trim advertisement visibility aliases summation costs because it creates a anemic personification experience.

4. Run A/B Tests

A/B testing compares 2 versions of a landing page by showing each type to a information of visitors and measuring which 1 performs amended to pass your landing page optimization.

In a emblematic test, users are divided arsenic betwixt a power (original version) and a version (modified version). The winning type tin past go the main page.

You tin A/B trial elements specified arsenic headlines, assemblage copy, visuals, layouts, CTAs, and shape design. Just instrumentality pinch testing 1 constituent astatine a time—this attack replaces guesswork astir what really impacted performance.

Even erstwhile you’re not actively A/B testing, show cardinal landing page performance metrics. Ongoing monitoring lets you spot if landing pages execute arsenic expected. And helps you place issues early.

5. Apply SEO Best Practices

Using SEO champion practices connected landing pages makes it imaginable for them to look successful hunt motor results and AI strategy answers.

Plus, strategies that are bully for SEO thin to beryllium bully for conversions.

Key SEO considerations for landing pages include:

• Crawling and indexing: Make judge landing pages aren’t accidentally blocked by robots.txt, “noindex” tags, aliases crawl rules if you want them to look successful hunt results. An objection whitethorn beryllium highly time-sensitive run pages that won’t beryllium reused aliases redirected aft the promotion ends.
• Duplicate content: Landing pages that intimately lucifer different pages tin harm hunt visibility if hunt engines can’t find which type to rank. Use canonical tags to bespeak the preferred type and debar competing URLs.
• Page speed: Faster load times amended rankings, usability, and engagement
• Internal links: Use soul links intentionally to support discoverability, but debar adding unnecessary links that distract visitors from the superior conversion goal
• Mobile SEO: Landing pages should execute reliably connected some desktop and mobile devices
• Accessibility and security: Pages should beryllium accessible to each users and served securely, including due contrast, readable text, and HTTPS
• Thin content: Even conversion-focused pages request capable meaningful contented to fulfill users and hunt systems. Each conception should intelligibly explicate the worth of the offer, supply discourse aliases proof, and support the superior conversion goal—without padding aliases irrelevant detail.
• Content clarity for extraction: Structure contented truthful each conception tin guidelines connected its own, pinch clear headings, short paragraphs, and a azygous focus. Lead pinch the superior benefit, furniture successful supporting specifications arsenic users scroll, and usage progressive disclosure to present complexity without overwhelming readers aliases hunt systems.

Use Site Audit to Review Landing Page SEO

Semrush’s free SEO checker, Site Audit, tin thief place galore of these issues crossed your landing pages.

A applicable workflow looks for illustration this:

1. Ensure landing pages are included successful the crawl: Configure crawl settings to see circumstantial folders, URLs, aliases subdomains wherever landing pages unrecorded truthful they’re evaluated alongside the remainder of your site

2. Review issues that impact visibility and performance: Use Site Audit reports to place problems specified arsenic blocked pages, copy content, slow load times, aliases mobile usability issues that whitethorn effect some rankings and conversions

This attack helps guarantee landing pages meet SEO requirements without sacrificing their superior conversion focus.

For much elaborate guidance, spot our SEO for landing pages guide.

6. Optimize Form Design for Maximum Completion

If your landing page includes a form, optimizing it to beryllium arsenic unintrusive arsenic imaginable makes it easier for visitors to convert.

Minimize overwhelming users by:

• Asking for basal accusation only: If a telephone number aliases institution size isn’t required immediately, don’t petition those details
• Using progressive profiling: Collect basal specifications first, past stitchery much accusation during onboarding aliases follow-up
• Consider multi-step forms: Breaking agelong forms into 2 aliases 3 steps tin amended completion by reducing perceived effort

You tin besides make forms consciousness easier to complete by using:

• Clear correction messages: "Please participate a valid email address" is much adjuvant than "Error successful section 2"
• Privacy reassurances: Add microcopy adjacent delicate fields, for illustration "We'll ne'er stock your email pinch 3rd parties"

7. Ensure Mobile-Friendly Design

Mobile-friendly creation is basal because galore landing page visitors are utilizing mobile devices.

To optimize landing pages for mobile users:

• Use responsive design: Ensure the page automatically adjusts to different surface sizes truthful content, images, and CTAs stay readable and usable
• Make elements touch-friendly: Buttons and links should beryllium ample capable to pat comfortably, pinch capable spacing to forestall misclicks
• Prioritize readable text: Use font sizes and spacing that support contented legible connected mini screens without requiring pinch-zooming
• Simplify layout and navigation: Mobile landing pages should region unnecessary elements and stack contented vertically to support focus
• Optimize forms for mobile input: Use due section types, specified arsenic email keyboards for email fields and numeric keypads for telephone numbers
• Optimize page speed: Mobile users often person slower connections, truthful minimize ample assets and unnecessary scripts to support load times fast

Test landing pages connected existent mobile devices to corroborate that layouts, forms, and CTAs behave arsenic expected.

Use devices for illustration Google's Mobile-Friendly Test to place mobile usability issues.

Case Study: Semrush Landing Page

This lawsuit study examines a Semrush landing page designed to beforehand the Site Audit characteristic and promote free proceedings sign-ups.

Rather than focusing connected a circumstantial campaign, this illustration highlights really Semrush applies landing page champion practices—such arsenic clear worth messaging, focused layout, and spot signals—to guideline visitors toward a azygous action.

The Hero

The leader is the above-the-fold conception of the landing page, and is designed to instantly pass worth and guideline visitors toward a azygous action.

On the existent Semrush Site Audit landing page, the leader includes:

1. Minimalist header: A simplified header pinch the Semrush logo, keeping distractions to a minimum
2. Benefit-driven headline: A clear header that communicates the superior worth of the tool
3. Supporting subheadline: Additional discourse that clarifies what the personification gets without adding friction
4. Interactive merchandise preview: A ocular constituent that lets visitors research the tool’s functionality
5. Primary CTA button: A clear telephone to action that directs users to commencement a free 7-day trial

Mariana Clavel, the Content Strategist astatine Semrush who worked connected this landing page, says

“The linked logo is location for marque nickname and to springiness users a acquainted measurement to research much of the tract if they want to.”

“The header is bold and benefit-driven, truthful visitors instantly cognize what they’ll get. We kept the subheadline elemental to support the main connection without overwhelming the reader.

“Finally, the merchandise demo adds credibility and makes the page much engaging.”

The Social Proof

Below the leader section, the landing page features a “Trusted by” conception displaying logos of well-known Semrush customers.

These recognizable brands thief found credibility early, particularly for visitors unfamiliar pinch the product.

“When personification lands connected the page from an ad, they mightiness beryllium unfamiliar pinch the Semrush brand,” Mariana says. “Displaying recognizable institution logos helps america build spot and show that different reputable businesses are utilizing the product.”

Near the bottommost of the page, Mariana’s squad leverages societal impervious again by displaying Semrush awards and accolades.

“This other dose of societal impervious is useful for hesitant users who request 1 past spot of validation earlier clicking the CTA. Think of it arsenic a assurance boost correct earlier the decorativeness line.”

The Solution

The mediate conception of the landing page expands connected the halfway worth proposition by explaining really the Site Audit instrumentality helps users place and hole website issues.

This conception uses short, scannable transcript paired pinch supporting visuals to make the accusation easy to absorb. Headlines break the solution into clear steps, while visuals reenforce really the instrumentality useful and what outcomes users tin expect.

Here are immoderate side-by-side mobile screenshots:

“This portion of the page explores the benefits successful much detail, truthful practically minded users tin make an informed determination earlier taking action,” Mariana says.

“We placed eye-catching CTA buttons astatine cardinal points passim this conception to punctual conversions, utilizing different CTA transcript successful an effort to maximize engagement.”

A/B Testing Insights

The squad uses A/B testing to measure really mini changes to elements connected cardinal landing pages impact results that tin beryllium scaled crossed different pages.

Here are a fewer things Mariana’s squad learned from moving A/B tests connected the Site Audit-focused landing page:

• CTA: “TryFor 7 Days” drove much proceedings sign-ups than different variants
• Visual supra the fold: The interactive merchandise demo drove much proceedings sign-ups and payments compared to fixed visuals and GIFs 
• Social proof: Incorporating trust-focused messaging beneath the CTA and merchandise demo drove much sign-ups 

“We’re besides presently testing a video supra the fold to further optimize first-screen engagement,” Mariana says.

Create Landing Pages that Convert

Anyone tin create landing pages that person pinch Semrush’s Landing Page Builder, which allows you to:

• Build fast, mobile-friendly pages pinch a drag-and-drop editor
• Publish landing pages straight to your domain
• Monitor conversions and different metrics done an analytics dashboard
• Integrate pinch trading devices for illustration HubSpot and FreshMail
• Set up and show A/B tests

All without immoderate request for coding.

This station was updated successful 2026. Excerpts from the original article by Rachel Handley whitethorn remain.