Landing Page

a comprehensive breakdown


A landing page, sometimes known as a “lead capture page,” “single property page,” or “static page,” is a standalone web page created specifically for a marketing or advertising campaign. It’s where a visitor “lands” after they click on a link in an email, or ads from Google, Bing, YouTube, Facebook, Instagram, Twitter, or similar places on the web.

Purpose of a Landing Page

Unlike web pages, which typically have many goals and encourage exploration, landing pages are designed with a single focus or goal, known as a call to action (or CTA, for short). This focus makes landing pages the best option for increasing the conversion rates of your marketing campaigns and lowering your cost of acquiring a lead or sale.

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Elements of a Landing Page


A brief statement that communicates the unique selling proposition (USP) of the product or service.


This further elaborates on the headline and USP.


Visual content that communicates what the product or service is, and how it works.


Lists or bullet points explaining the advantages of the product or service.

Call to Action (CTA)

A button or link that directs the visitor to take some action, such as making a purchase or filling out a form.

Social Proof

Testimonials, reviews, or statistics to build trust and validate the product or service.

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Types of Landing Pages

There are two main types of landing pages: Click Through and Lead Generation.

Click Through Landing Pages

Click Through Landing Pages are used to encourage visitors to click through to another page (typically to complete a transaction).

Lead Generation Landing Pages

Lead Generation Landing Pages are used to capture user data, such as a name and email address.

Landing Pages and SEO

While landing pages can play a role in your SEO strategy, they’re primarily designed for conversion rate optimization. The focused nature of landing pages often means they’re not as content-rich as other site pages, which can limit their discoverability on search engines.

For a deeper dive into the related concepts, please follow the links below:

Call to Action (CTA)

Conversion Rate Optimization (CRO)

Search Engine Optimization (SEO)

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Design Principles of an Effective Landing Page

Design plays a critical role in the success of your landing page. Here are some design principles that can help you create a more effective landing page:

A clutter-free design makes your page easy to navigate and keeps your visitors focused on your call to action.
Visual hierarchy
A well-structured layout helps guide your visitors towards your CTA. This can be achieved through the use of different sizes, colors, and placements.
Color and contrast
The colors of your landing page should complement your brand and the contrast should draw the visitor's attention to your CTA.
Whitespace, or negative space, gives elements on your page room to breathe, making your content easier to comprehend.
Mobile optimization
With the prevalence of mobile browsing, it's crucial that your landing page is optimized for mobile devices to provide a seamless experience.

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Landing Page Best Practices

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Landing pages are a central part of digital marketing campaigns. When executed correctly, they can significantly improve your conversion rates and help you get more value from your advertising spend.

Match the content

Ensure your landing page delivers on what your ad or email has promised. This keeps your bounce rate low and your conversions high.

Speed is key

A slow-loading page can frustrate users and lead to high bounce rates. Always optimize for speed.

Use compelling visuals

Eye-catching images or videos can increase user engagement.

Limit the number of choices

The more choices you offer, the harder it is for visitors to make a decision. Limit the options to increase conversion rates.

Test and optimize

Use A/B testing to figure out what works best on your landing page. Constantly optimize your landing page based on the insights you gain.

Related concepts

A/B Testing

Bounce Rate

Conversion Funnel

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