BEFORE YOU BOARD FAQ
Q: WHAT IS A LANDING PAGE?
Not just a page, but a first impression. Think of a landing page as your brand’s best sales pitch, but online. It’s built for one thing: getting people to take action!
Q: WAIT…ISN’T THAT WHAT A HOMEPAGE IS? WHAT IS THE DIFFERENCE BETWEEN A HOME PAGE AND A LANDING PAGE?
No, but you’re not the first person to get the two mixed up. A lot of people tend to use the two terms interchangeably. According to Wix Encyclopedia, a homepage “acts as a starting point for new and returning visitors, providing an overview of everything the brand offers”. Think of your homepage as the directory, and your landing page as your conversion machine with no distractions!
Q: OKAY, GOT IT. SO WHAT ARE LANDING PAGES USED FOR?
Landing pages are designed to promote limited-time offers, upcoming events, specific goods or services, special announcements, or anything where you want to guide a user to take a specific action. In short, they tell people exactly why they’re here and what to do next. For example, that action could be signing up for a newsletter, making a purchase, or registering for an event.
Q: WHAT MAKES A WELL-DESIGNED LANDING PAGE SO POWERFUL?
A: An optimized landing page can make all the difference when it comes to moving users through your sales funnel. Two out of three marketers report that their average landing page conversion rate is less than 10%, with a whopping 48% of visitors leaving the page without even engaging with any of the content! If your landing page isn’t grabbing attention fast, you could be losing potential customers before they even consider converting. That’s why it’s crucial to strike the right balance between technical performance (like load times and speed), strategic design, and a clear call to action—all working together to create a meaningful, memorable experience for your target audience.
YOUR LANDING PAGE, DECONSTRUCTED: THE PIECES THAT DRIVE PERFORMANCE
Now that you understand the basics, let’s deep dive into the anatomy of a landing page. Remember, the key is to keep things simple and focused on one clear action while still including enough detail and design elements to keep it engaging and build social proof.
Let’s break down the key components:
THE “HERO” SECTION
This is the first section right above the fold. Here you want to clearly state your offer or value proposition. Explain “why is this awesome?” By declaring how the page’s relevance to your visitor, they will immediately know why they are here, and feel encouraged to keep scrolling!
Image credit: Apple
CALL-TO-ACTION (CTA)
Providing a clear and concise message will guide your users to a defined endpoint. 77% of top landing pages have a clear call-to-action, and in order to craft messages that drive results and encourage users to fly directly to your brand with no layovers, a strategic CTA is key.
When writing a CTA, use action-oriented language that motivates people to click. For example, “Contact Us” gets the job done, but something like “Let’s Get Started” feels more inviting and energizing. Both are effective, but the second option adds personality and a sense of momentum through its word choice. If you need data proof, it’s been found that personalized call-to-actions on landing pages can improve performance by 202% — that’s a whole lot of action!
Image Credit: LDANR
TRUST SIGNALS
Trust signals are the subtle but powerful elements that build credibility with your audience. Think reviews, testimonials, or a logo lineup of past clients – anything that shows real people have had real success with your product, service, or event. These signals are key to establishing social proof and positioning your brand as trustworthy and authoritative.
Image Credit: Canva Create
KEY MESSAGING
Constructing a landing page allows you to identify a single goal or pain point among your audience. This is your chance to expand on your brand’s purpose and explain which problems you can SOLVE. The average conversion rate of a landing page is 26%, which is why it is crucial to explain the benefits of landing at this destination, using search-optimized language, of course.
Image Credit: Beats
NAVIGATING THE SKIES: DIFFERENT TYPES OF LANDING PAGES (WITH EXAMPLES)
By this point, you’ve got a solid grasp on what a landing page is (and isn’t), along with the key components that make it effective. So, let’s take it a step further and explore the most common use cases—and how different landing pages serve different goals.
PRODUCT-BASED LANDING PAGES
As it says in the name, a product-based landing page built to drive sales, showcasing product benefits, high-quality visuals, and trust signals – perfect for online stores launching new products or running limited-time promotions.
Image Credit: Telsec
SERVICE-BASED LANDING PAGES
Designed to capture high-intent leads, this conversion-focused page features compelling CTAs, persuasive copy, and strategically placed forms. Ideal for businesses looking to increase inquiries and bookings.
Image Credit: Alpine HVAC Service
EVENT-BASED LANDING PAGES
Developed to maximize event sign-ups with a clear value proposition, engaging visuals, and an intuitive registration flow – ideal for webinars, conferences, and local workshops. Event-based landing pages not only make the viewer aware of the event but also enable them to receive a preview of the experience and what they will gain from it by enrolling or registering.
Image Credit: Grandmother’s Voice
LEAD-BASED LANDING PAGES
Built to educate and constructed to collect information, such as emails or phone numbers, in exchange for a service or resource. The majority of brands use landing pages for lead generation, which is why it is critical to clarify the purpose and encourage users to want to learn more.
Image Credit: Moyer Consulting Group
LANDING PAGE BEST PRACTICES: KEY TIPS TO AVOID TURBULENCE
Before you launch, follow these best practices to optimize your landing page performance, engage your audience, and convert more leads:
- Prioritize Fast Load Times: Speed matters because no one waits around for a slow site. Improving loading speed by just 0.1 seconds can lead to an 8.4% increase in conversions.
- Clear language is key for conversion: Complicated copy doesn’t convert. Unbounce found that in 2024, complex language hurt conversions 62% more than it did in 2020. To keep it on track, ask yourself: how would I explain this in just a few sentences?
- Use Short-Tail Keywords in the Header: Short-tail keywords boost SEO and signal relevance right away. Keep your header simple and aligned with what your audience is searching for.
- Use a Single, Clear Call-to-Action (CTA): Including multiple offers on a landing page can negatively impact conversions by 266%. Too many choices = no choice at all. A streamlined, single-focus landing page keeps visitors on track and guides them toward action—no distractions, just results.
- Capture Attention with Stunning Visuals & Video: Bright, professional visuals instantly grab attention and reinforce your brand. Video content has been shown to boost conversions by up to 86%. Keep it sharp, on-brand, and focused on engaging your audience.
- ABA: Always Be Testing: A/B Test Everything — Headlines, imagery, and CTA phrasing should be tested regularly to refine what works for your audience.
CLEAR FOR TAKEOFF: LAUNCH AN OPTIMIZED LANDING PAGE TODAY
You’ve got the essentials: what landing pages are, how they work, and what it takes to optimize them for real results. When you’re ready to put it into action, we’re here to build landing pages that check every box: on-brand, visually strong, and built to convert. Whether it’s lead gen, e-commerce, or event sign-ups, we tailor every page to your goals and get your brand cleared for takeoff.
Ready to take flight? Complete our inquiry form and let’s make your next launch a successful one.
