A landing page, also known as a lead capture page, is a single web page that is optimized to convert visitors into customers. Landing pages are often linked to from social media, email campaigns or search engine marketing campaigns.
The general goal of a landing page is to convert site visitors into sales leads. It could be any page on your site, it could be your only page, or it could be a page that’s optimized and isolated from the rest of your site to reduce visitor distraction.

There are three different types of landing pages:

  1. Sign up landing pages are designed to capture sales leads.
  2. Click through pages are optimized to make a sale as a next step.
  3. Reference pages are used as either single page web sites for small businesses or single pages designed to share information in return for pulling in visitors from search engines.

Sign Up Landing Pages

A sign up landing page is a page where the user completes a form and signs up for a product or service. A good sign up landing page provides the visitor with enough context to make them want to sign up.

Below you’ll see an image of a landing page that is designed to capture leads for a new business. The page creator could advertise this page online and capture the email addresses of potential customers that they could then sell to.

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A sign up landing page designed to capture leads

Click Through Landing Pages

A click through landing page is designed to convince the page visitor to follow a “call to action” link that takes them to a next step. That next step is typically a purchase something. The goal of the landing page here is to “warm up” the visitor to product enough so that they complete the transaction.

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A click through landing page designed to sell an app in the App Store.

Reference landing pages

Surprise… this is a reference landing page! It’s been designed to share information, add context to our business, and pull you in from Google. Lets be honest… you didn’t find us on Bing.