September 10, 2021

What is a Landing Page?

Have you ever wondered what page you land on after clicking on an Instagram ad or a product demo request link? They’re called landing pages—the ultimate destination for all marketing campaigns. 

Think of it as the final pit stop in your marketing funnel—where visitors convert into leads and become a part of your sales funnel for nurturing and closing. 

Once a user visits your landing page, the combination of persuasive copy and intriguing structure and design convinces the visitor to take the predetermined action (such as fill out a form) in exchange for a free resource—like an ebook, whitepaper, or a free consultation. 

You can decide the call-to-action (CTA) for your page and ask the users to sign up for your newsletter, take a product demo, or fill out a survey.

A landing page’s real value lies in the fact that every one out of 10 visitors will turn into a prospect. This blog will take a deep dive into the concept of a landing page, its purpose, and its benefits so you can leverage it to take your campaigns and business to the next level.

What is a landing page?

By definition, a landing page is a standalone web page that acts as a final destination for leads who are entering the funnel via ad campaigns.

A landing page should typically include some of the following:

  • Compelling copy that addresses your customers’ pain points to attract their attention. All landing pages should rely heavily on copy as this is why a prospect will (or won’t) convert.
  • Social proof or data points to display how effective the resource, product, or consultation has been for your customers.
  • Conversion-centric layout with colors and graphics that appeal to your target market.
  • Clear and persuasive call-to-action that showcases the value the prospect will receive when they complete the CTA.

It’s easy to get confused between a landing page and a web page. Are they the same? Somewhat. Let’s get to it.

A landing page differs from a standard web page in many aspects—primarily in its objective. While a landing page aims to collect leads by convincing the visitor to act on the CTA, a standard web page informs the visitor about the business. Unfortunately, many businesses make landing page mistakes when they fail to make this distinction. 

Let’s understand the difference by analyzing Miro’s homepage:



And let’s compare it to one of Miro’s landing pages:


  • Content: The landing page focuses more on one primary offering—Miro’s online brainstorming tool in this example, while the homepage broadly covers all of Miro’s features. A landing page copy is more specific to the marketing campaign with one goal related to one offering—a product demo, content offer, customer feedback through surveys, and so on.
  • Goal: The landing page addresses the target audience for the campaign specifically, while the homepage speaks to multiple target groups for the brand in general.
  • CTA: The landing page encourages the visitor to act on a single conversion point, whereas the homepage is meant to direct the visitor to other pages.

Why use a landing page?

Increase targeted conversions

A landing page essentially works towards influencing your audience.

This page convinces your visitors to take the desired action with a clear and strong CTA, converting them into leads. Instead of directing your leads from social media, emails, and ads to a homepage, you can send them to a targeted landing page, offering a useful resource in exchange for their information.

Test offers and campaigns

A landing page complements all your marketing campaigns. Before launching a full-fledged campaign or offer, it’s best to understand the demand for the offering to validate it. This is where you can use a landing page. Have two conflicting ideas? A/B test your campaigns and let the results guide you forward. 

Create a clear and concise page with compelling copy and a single strong CTA. Measure the page’s success based on the results and your KPIs to align it with your goals.

Measure and analyze business metrics that matter

A landing page can generate loads of insights for your marketing campaigns. It allows you to:

  • Analyze the success of each campaign
  • Review the traffic from every channel
  • Track user behavior
  • Better understand the target audience

Some of the most helpful metrics a landing page can gather for your business include:

  • Conversion rate: to understand the effectiveness of your CTAs
  • Users by source: to understand which medium is bringing the highest traffic

Enhance brand value and credibility

Ultimately, a landing page is crucial for customers to build trust in your business—and multiple elements on the page can fulfill this objective.

Together with a simple design and copy that resonates with buyers, your landing page contains social proof about your brand along with being a free resource for visitors. These factors collectively convey your brand’s value and build the visitor’s trust in what you offer.

A landing page serves as a bridge between customers and sales. Creating a targeted and optimized page lets you grip the user’s attention and convert them into qualified leads.

If you’re looking to create a landing page to level up your lead generation game, remember to make it informative and persuasive instead of sales-y. It should tap on the customer’s most triggering concerns and present your product or service as the ultimate solution.

Use this blog to understand the value a landing page can bring to your business and build a solid one for your campaign to maximize your lead generation efforts.  


Unbounce, The 2021 Conversion Benchmark Report.