Landing pages are a powerful tool in any online marketer’s arsenal. They’re the first step to collecting leads, driving traffic to your website, and converting visitors into customers. But there are many different types of landing pages – so which one should you use for your campaigns? And when is it best to use them? Let’s take a look at some of the most common landing page types and when they might be best used:
#1 The Splash Page
A splash page is typically used as an introductory page for content or services on a website. It can also include branding elements like logos or colors that tie together with other parts of the site. This type of landing page is often seen as the “welcome mat” to introduce visitors to what the site is about – it can set the tone for what visitors will experience on your website, but there are many page differences to look out for. Hopefully, you will learn more about this as you continue reading.
When to use it: Splash pages are used mainly as branding tools, to provide an introduction or welcome mat to content or services that aren’t immediately available. You’ll want to use them if you’re building a brand around a new software application, or if you’re linking to blog topics that are related but not directly available for purchase.
#2 The Brochure Site
When people think of landing pages, they often recall brochure sites. These are designed to give potential customers detailed information about a product or service without ever having to leave the page. They feature plenty of high-quality images, data and explanatory text. Brochure sites are often used to sell expensive products or services that require more reading before visitors can make a buying decision.
When to use it: Good candidates for brochure sites are high ticket items like software applications, courses and training materials, digital downloads (like eBooks) that require additional info before being purchased. They’re also great for promoting events where you have content that can be downloaded after purchasing a ticket.
#3 The Sales Letter Landing Page
If you want to convince visitors to buy your product or service, there’s nothing quite as persuasive as the sales letter landing page. These are designed to look like longer articles with plenty of descriptive and persuasive content. They’ll usually include the offer and a “call to action” to buy the product or service, as well as plenty of social proof (examples of people who have already purchased the product) and testimonials from past customers.
When to use it: Sales letter landing pages are great for selling low ticket items like eBooks, online software programs (like web hosting), and digital downloads that require additional user info (like e-commerce stores). They’re also great for promoting low-cost events where the ticket price is the main selling point of attending.
#4 The Squeeze Page
The name “squeeze page” comes from its original purpose – to simply “squeeze” visitors into providing their contact information, usually through a form. They’re stripped-down landing pages with a single purpose – to collect leads.
When to use it: Squeeze pages are an essential part of any online marketer’s toolkit. They can be used for a variety of purposes from collecting leads to promoting upcoming events, but they’re most commonly used as conversion tools for selling online courses or digital downloads.
#5 The Lead Magnet Landing Page
A lead magnet landing page is typically a squeeze page that offers a high-value download to visitors in return for their email address. The name refers to the fact that you’re “giving away” a very valuable piece of content in exchange for the contact info you need to market to your list.
When to use it: Lead magnet landing pages are a great way to build an email list, but they’re also a good conversion tool for selling online courses or digital downloads. Once you have the visitor’s email address, you can follow up to the market to them through email, either directly or via autoresponder.
#6 The Product Landing Page
If you have an eCommerce store, you know how important it is to promote your products in order to drive sales. Product landing pages are designed to showcase your products in the best possible light, usually with high-quality images and descriptive text. They also include price information and a call to action that drives visitors towards making a purchase.
When to use it: Product landing pages are great for selling any type of product where you can display media.
The types of landing pages you use will depend on the product or service that is being sold, but there are some general guidelines to follow. For higher-priced items like software applications, courses, and training materials, digital downloads (eBooks) which require additional info before purchase brochure sites may be ideal. Sales letter landing pages work well for low ticket items like e-commerce stores, online software programs (web hosting), and digital downloads that require additional user input.
