Whether or not you’re a blogger, social media marketer, or paid marketer — you will have a wholesome relationship with the touchdown web page. Generally, you may undergo tough patches the place you marvel why touchdown pages exist. However they’re all the time there for you, rising conversions, netting new leads, and driving visitors to the presents you’ve labored so laborious to create.
However, to be trustworthy, there are a variety of several types of touchdown pages, and never all of them serve the identical objective. Fortunately for you, we’re not solely going to interrupt down every kind of touchdown web page, however we collected new information that can assist you choose the one that can make your subsequent marketing campaign profitable.
We surveyed 101 advertising and promoting professionals to study which touchdown web page components and techniques have been only.
When requested, “What are you mostly attempting to generate with touchdown pages?” the highest three responses have been to realize:
- Leads by potential buyer contact info (44%)
- Clients or direct purchases (38%)
- E mail subscribers (10%)
Companies wish to hook up with prospects and achieve the power to both information them on to buy or so as to add them to a subscription the place curiosity might be progressively constructed. However it’s essential to contemplate {that a} touchdown web page by itself might not be sufficient to transform — the weather on the web page contribute to that success.
Surveyors additionally shared that multimedia components like movies (39%), photographs or graphics (36%), and social media sharing icons (31%) positively impression conversion charges with current on a touchdown web page. The extra interactive or participating that you just make a web site, the extra probably guests will wish to spend extra time on web page and digest extra of the knowledge, product, or service you are providing.
This survey not solely confirmed the totally different outcomes that advertising and promoting professionals may achieve from a touchdown web page, however that relying on your small business want, you’ll be able to embrace components particular to your technique if you happen to use the correct kind of touchdown web page to get there.
As we undergo every kind of touchdown web page, keep in mind this info to make sure you’re leveraging the correct one on your subsequent marketing campaign.
Forms of Touchdown Pages
- Squeeze Web page
- Splash Web page
- Lead Seize Web page
- Click on-Via Touchdown Web page
- ‘Get Began’ Touchdown Web page
- ‘Unsubscribe’ Touchdown Web page
- Lengthy-form Gross sales Touchdown Web page
- Paid Promoting Touchdown Web page
- 404 Touchdown Web page
- ‘About Us’ Touchdown Web page
- ‘Coming Quickly’ Web page
- Pricing Web page
- ‘Thank You’ Touchdown Web page
Whereas there are numerous fantastic landing page examples so that you can try, not all touchdown pages serve the identical objective, a lot of them obtain a wide range of goals.
1. Squeeze Web page
A staggering 90% of B2B entrepreneurs say e mail advertising is both very efficient or considerably efficient for reaching their objectives, in line with 2022 HubSpot Blogs report. So it’s not stunning that squeeze pages are some of the essential and efficient touchdown pages on the market.
A squeeze web page is one wherein the aim is to seize the consumer’s e mail tackle. After you have the tackle, you’ll be able to start to nurture that lead with related content material and different presents.
The commonest kind of squeeze web page is gated content material or a immediate to enter your e mail tackle to obtain a e-newsletter, e-book, whitepaper, or different content material supply.
Be certain your squeeze web page is easy, your CTA is tempting sufficient to get your consumer to surrender their e mail tackle, and also you make it simple for customers to click on out of the web page and onto the content material that introduced them to your web site.
2. Splash Web page
A splash touchdown web page doesn’t all the time have lead seize as the principle aim. These pages are sometimes used when somebody clicks a social media or content material hyperlink. As an alternative of being despatched on to the article or social media vacation spot, the consumer is shipped to an middleman web page: the splash web page.
This web page may share an announcement with the consumer, equivalent to “We’ve simply unveiled new dates for our advertising convention!” It may also ask your consumer for a language choice or to enter their age. The splash web page may also current an advert, which the writer advantages from, if the consumer clicks on the advert.
The splash web page above does two issues rather well: First, it presents a countdown to the tip of the advert and the power to simply click on to the article as soon as the advert is finished. Second, it serves a transparent objective — to indicate the consumer an advert.
3. Lead Seize Web page
A lead seize web page is much like a squeeze web page, however usually sources extra info. Title, enterprise title, e mail tackle, job title, and business are just some issues these touchdown pages search to earn.
The knowledge you request will depend on the objectives for the web page and people of your gross sales and advertising groups, in addition to the place the shopper is within the funnel. In case your lead seize web page is high of the funnel, step away from the eight-lined type, please.
If, nevertheless, your buyer is touchdown in your lead seize web page after demonstrating actual curiosity in your product/service (i.e., they downloaded two case research) it is best to be capable of ask for extra info to assist qualify and direct them.
4. Click on-Via Touchdown Web page
Each marketer is aware of you will need to present worth to your buyer earlier than asking them for cash. A click-through touchdown web page supplies that worth with out pummeling your buyer with a “Purchase Now” button earlier than they’re prepared.
Typically, this appears to be like like a touchdown web page that shares the advantages and options of your product/service with a CTA button encouraging your buyer to strive a free trial. As soon as they click on on that button, they’re taken to a different touchdown web page which supplies pricing particulars and requires cost info to start the trial.
By the point your buyer lands on this web page, nevertheless, they’re primed and educated on why they need to transfer ahead with the trial. Within the examples beneath, you see the click-through touchdown web page, after which the cost touchdown web page prospects are despatched to after they determine to embark on a free trial.
5. “Get Began” Touchdown Web page
A “Get Began” touchdown web page ought to lead along with your supply above the fold. Take this web page, from Mailchimp, which explains their overarching advantages: instruments that flip viewers information into insights that can information campaigns.
Hooked already? Nice, as a result of a “Get Began” button awaits. Want extra convincing? Properly, the main points comply with as you scroll a feature- and benefit-laden touchdown web page.
Get started with HubSpot’s Campaign Assistant yourself
6. “Unsubscribe” Touchdown Web page
Clearly, you’re not going to construct a marketing campaign round your unsubscribe web page, however it’s essential to not neglect it. Be certain it efficiently unsubscribes your customers, presents them an opportunity to handle their preferences or modify the cadence, and contemplate together with hyperlinks to different areas of your web site, like this instance from Complete Meals.
In any case, simply because they don’t wish to obtain your emails, doesn’t imply they won’t wish to browse your web site. Think about including a “second probability” button that prompts customers to resubscribe in case they get chilly toes.
7. Lengthy-form Gross sales Touchdown Web page
On a long-form gross sales touchdown web page, brevity just isn’t your good friend. You wish to consider each query your buyer may need for you, each barrier to buy they could face, and each profit they’ll get pleasure from by making a purchase order after they scroll to the underside of the web page.
Take this instance, from Seth Godin’s altMBA. 
It begins with an informative video that tells you why now’s the correct time to use. Then you definately see the names of firms and footage of scholars who’ve benefited from the course.
Quotes comply with, together with hyperlinks to hitch mailing lists, study extra about this system, and browse testimonials. Lastly, on the backside of the web page is a CTA button for the appliance, and program dates that add a way of urgency.
A gross sales touchdown web page needs to be detailed and lack the minimalism of, say, a squeeze web page, just because your aim for the web page is to shut enterprise.
8. Paid Promoting Touchdown Web page
When you’re not sending prospects who click on in your paid adverts to the correct touchdown web page, you’re throwing cash away. Typically, you wish to generate leads from these adverts — not essentially gross sales.
For instance, whereas scrolling by Instagram, I clicked on this advert from HubSpot’s coming INBOUND conference.
Once I clicked on the advert, I used to be taken to this squeeze web page:
The advert didn’t take me to a web page filled with element overload, it landed me strategically on a web page that introduced tickets.
It additionally featured a brief description of the itinerary with visuals that immediately seize my consideration and exhibits worth slightly than tells me why INBOUND is totally different and worthwhile.
9. 404 Touchdown Web page
404s are by no means look, however it’s essential you make them look nearly as good as potential — and be just right for you slightly as effectively. Get inventive with 404s, use humor to offset the error, and all the time direct your viewers to your homepage or different impartial touchdown web page.
Then, put your 404 touchdown web page to work as a lead technology instrument. Take our personal 404 web page, right here at HubSpot. We provide the consumer three choices: go to our weblog, study extra about our software program, or join a free demo.
10. “About Us” Touchdown Web page
Your “About Us” web page doesn’t need to be a lifeless finish. Make this touchdown web page a lead technology web page as effectively. Take this instance from make-up firm, Glossier.
They pack their “About Us” web page with loads of historical past, imaginative and prescient, and mission, however additionally they let the reader know how you can transfer ahead. The underside of the web page presents a reminder (and hyperlinks) to buy, comply with, e mail, and be a part of the corporate, and an e mail subscription supply captures emails.
Picture Supply: Glossier
11. “Coming Quickly” Web page
Launching an thrilling new product quickly however aren’t fairly able to reveal the complete supply — or the unfinished touchdown web page? Arrange a easy “Coming Quickly” touchdown web page as an alternative.
Tease your supply, present a launch date when you’ve got one, and add a CTA that asks them for his or her e mail tackle in trade for an e mail notification when your services or products is reside.
Picture Supply: MiEvent
12. Pricing Web page
When you’re unveiling new pricing or product tiers, you may contemplate pushing prospects to your pricing touchdown web page. Regardless, your pricing web page needs to be some of the closely optimized pages in your web site. Take this one, from Wistia, which clearly outlines their three tiered packages, with hyperlinks to extra info or to get began.
What I actually love about their pricing web page, nevertheless, are the 2 bins proper after a listing of options and earlier than a carousel of testimonials. They provide particular callouts for events who won’t fall inside the wants of one of many three boilerplate pricing templates.
And if even these extra CTAs don’t converse to your wants, scroll all the way down to the underside and discover a CTA that provides prospects the power to “Select your individual journey.”
13. “Thank You” Touchdown Web page
Too usually, a “Thank You” web page serves no actual objective. It tells you what you already know, “You’ve downloaded the best whitepaper on the planet! Entry it right here.” Put your “Thank You” web page to work by together with extra presents or items.
You’ve been given an unimaginable alternative to offer extra worth to a extremely motivated, already-interested buyer. Don’t waste it.
Take this instance — one other one from HubSpot. I downloaded the 2023 State of AI Report, and the “Thank You” web page allowed me to take a look at HubSpot’s new AI instruments to scale my advertising efforts.
The shape I fill out to obtain this recommendation asks for various, extra detailed, details about my enterprise wants, permitting HubSpot to higher craft the following supply they ship my manner.
Learn how to Select the Proper Touchdown Web page for Your Marketing campaign
Now that you just perceive the most typical forms of touchdown pages, the query stays: What are some best practices for choosing the right LP on your subsequent marketing campaign?
Start by asking your self these questions:
- “What are the enterprise objectives I’m attempting to realize with this touchdown web page?“
- “How are my rivals attaining these objectives?“
- “What are my viewers’s objectives after they land on this web page?”
- “How did my viewers get to this web page (i.e., what motion or motivation introduced them right here)?“
- “What do I need my viewers to do after they go away this web page?“
When you perceive the web page’s objectives, contemplate whether or not it needs to be a short- or long-form touchdown web page.
Brief-form touchdown pages lend themselves effectively to squeeze touchdown pages, “Thank You” touchdown pages, and “Unsubscribe” touchdown pages. These pages require a small ask or present a small service to the shopper.
Lengthy-form touchdown pages are finest reserved for gross sales touchdown pages, click-through touchdown pages, and pricing pages. You probably have an enormous ask of your buyer, it is best to most likely design a long-form touchdown web page.
So, what does this appear like in follow? Let’s say I’m making a brand-awareness marketing campaign for my new startup that facilitates pet snuggles for drained workplace staff (a lady can dream, proper?). My enterprise objectives for this marketing campaign are to seize new leads (e mail addresses) and drive impressions.
My rivals are working social media campaigns driving prospects again to a gross sales touchdown web page. However since impressions and leads are my aim (not purchases), I’d select to run social media adverts that includes huge photographs of snuggling puppies.
When prospects click on my adverts, they’re questioning what these cute puppies are about, so I’ll take them to my “About Us” web page to inform them extra about SnugglePups Inc. As a result of I’m additionally hoping to drive e mail signups, I’ll embrace a hyperlink to our weekly e-newsletter, which guarantees a roundup of one of the best pet pics out there.
Select the Proper Touchdown Web page for Your Subsequent Marketing campaign
So are you able to put all of this information to make use of? Not all touchdown pages are the identical or serve the identical objective. It is as much as you to determine what you need prospects to see and work together with, so make sure that they land on a web page that captures their consideration, will get them in your pipeline, and retains them wanting extra.
Editor’s be aware: This text was initially printed in June 2019 and has been up to date for comprehensiveness.
