landing page types

5 Different Types of Landing Pages (and How to Choose the Right One)

landing page typesGuest post by Amanda DiSilvestro

Landing pages are always going to be important because it is the first thing your users see. You want to make that good first impression; however landing pages aren’t all about looks. There are quite a few other aspects to the landing page that will impact its effectiveness — things like navigation, optimization and relevancy.

In 2013 understanding the different types of landing pages it going to be more important than ever because the competition is stiffening, and people are going to be expecting relevant results more than ever.

Top 5 Different Types of Landing Pages

It’s first important to understanding what a landing page is, and it isn’t just your homepage. A landing page is the page that someone lands on when they click on one of your ads (whether it be banner, Google result, lick in a guest post, etc.). Therefore, your landing page will change based upon the link or ad that someone is clicking—it has to be specific. You have to set your landing pages for all of these different ways of online advertising to be something relevant to the specific ad.

Below are five of the most popular and most general types of landing pages:

  1. Click Through. This is the most basic type of landing page and is therefore one that is usually considered first. This landing page has general information about a product—why you should buy the product, when it’s available, etc.—and has a button for a user to press to take him/her to the page where the item can be purchased.
  2. Viral. These types of landing pages are trying to generate buzz amongst a large group of people, so they are full of social sharing buttons and great content. Websites that typically have a landing page full of blog posts and cool photos and videos are considered viral.
  3. Lead Capture. There is no exit route when it comes to a lead capture landing page. The company wants someone to come to the page and fill out his/her information so that the company can use this information to send email marketing campaigns, connect with on social media, call with special offers, etc. Below is one example of a lead capture landing page:
  4. Mobile. Setting up a mobile landing page is all about keeping in mind the small device. You don’t want a ton of little content, but you don’t want an image taking up the entire screen, either. You want to have a colorful and catchy headline with a nice big button that helps users navigate through the site.
  5. Homepage. Sometimes companies will just link to the homepage, and this isn’t usually a good move. Your homepage is likely full of different options and choices, when in fact someone clicked on a specific link to get something specific. Therefore, you need to be giving them something specific when they arrive. Sometimes the homepage is it, but usually you’ll want to go with one of the above choices.

It’s true that different landing pages look different, but the different types are really all about goals and what the landing pages can accomplish.

How to Know Which Landing Page Is Right for You

When it comes to “types” of landing pages the first thing you need to ask yourself has to do with your goals. What do you want to accomplish when users hit your landing page? How much money are you willing to put into your landing page? It’s all about asking those basic questions first before sitting down to analyze the different options.

In general, the different types of pages work well for different types of companies. For example, if you are an Ecommerce company and aim to sell things online (as opposed to educate or entertain), then it makes sense to have a click through landing page. If you aim to educate, having lots of cool content with the viral type of page makes sense. It’s all about asking yourself those questions and seeing which option works, even if it means taking features of a few different types and coming up with something on your own.

Have you spent some time fixing up your landing page? Which type did you think worked best for your company and why? Let us know your thoughts in the comments below.

Amanda DiSilvestro gives small business and entrepreneurs SEO advice ranging from keyword density to recovering from algorithm updates. She writes for the professional SEO company HigherVisibility

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Siegfried
Guest

I need to implement some landing page soon, but i am not sure what should be first: landing page or decent traffic? 😉

Amanda DiSilvestro
Guest

Definitely optimize your landing pages before worrying about traffic. Traffic won’t get you anywhere if your pages aren’t optimized (and in fact, this could turn a lot of people off)!

Michael
Guest

Hey Amanda – great points about the homepage. At my last company, we never had landing pages even though I pushed for them for several months. All traffic always hit the homepage (which was incredibly well optimized for conversions).

Amanda DiSilvestro
Guest

I do think that that is the next best thing, and it IS possible to optimize a homepage. Still, landing pages can be better optimized because they are more specific, and so I always push for them as well. Thanks for reading!

Amanda DiSilvestro
Guest

Thank so you much for reading! I think you all make great points and I’m really glad that you can find this article useful. I think that this is something businesses push to the side, yet it’s so important if you want your visitors to really convert. To Michael’s point, I do think that that is the next best thing, and it IS possible to optimize a homepage. Still, landing pages can be better optimized because they are more specific, and so I always push for them as well. Siegfriend, definitely optimize your landing pages before worrying about traffic. Traffic… Read more »

Paul Shapiro
Guest

Hi Amanda, I would love to see some example landing pages if possible.

Amanda DiSilvestro
Guest

I often link to landing pages in my author bios, but this particular time I linked to my company’s homepage for various different reasons. However, one example of a click-through landing page would be this: http://www.highervisibility.com/local-seo-company/ In this case, I might submit a guest post somewhere and link “local SEO company” to this link. It takes users to a page that explains the service and gives them a huge button they can press to take them to a page where they can convert. It’s not the homepage, but a page specific to that “local SEO company” link. If you’d like… Read more »

Amanda DiSilvestro
Guest

You’re definitely correct. Mobile is going to be HUGE in 2013 and landing pages are one thing that shouldn’t be overlooked!

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