What is a Landing Page?

A landing page is a standalone web page that potential customers can see when they click through from an email, ad, or other digital location. It aims to capture information from contacts in exchange for something of value, such as a retail offer code or business-to-business (B2B) insights in the form of a white paper. Landing pages are different from other web pages in that they don‚Äôt live in a website’s evergreen navigation. They serve a specific purpose at a specific moment in an advertising campaign for a target audience.


Let’s consider an example of a landing page for a subscription-based meal delivery service:

Key Elements:

  1. Headline and Subheadline: The landing page features a compelling headline and subheadline that highlight the service’s key benefits, such as “Enjoy Delicious, Chef-Prepared Meals Delivered to Your Doorstep.”
  2. Call-to-Action (CTA): A prominent CTA button is displayed prominently above the fold, prompting visitors to “Start Your Free Trial” or “Sign Up Now.” This button stands out visually and is easily clickable.
  3. Visuals: High-quality images of delicious meals are showcased to entice visitors and create a desire to try the service. These visuals help reinforce the value proposition and make the offering more appealing.
  4. Features and Benefits: Concise bullet points or sections highlight the unique features and benefits of the meal delivery service, such as customizable meal plans, fresh ingredients, and convenient delivery options.
  5. Social Proof: Testimonials, reviews, or user ratings from satisfied customers are included to build trust and credibility. Positive feedback from real users helps reassure visitors and encourages them to take action.
  6. Form or Opt-In: A simple and user-friendly signup form is provided, requesting basic information such as name, email address, and dietary preferences. Visitors can quickly and easily submit their details to start their free trial.
  7. Limited-Time Offer: To create a sense of urgency and encourage immediate action, a limited-time offer or incentive may be included, such as “Try Your First Week Free” or “Limited Spots Available.”
  8. Footer Navigation: The landing page typically lacks extensive navigation options to minimize distractions and keep visitors focused on the primary call-to-action. However, a footer navigation menu may be included for additional information or legal links.

By focusing on a single objective and providing a clear path to conversion, the landing page maximizes the likelihood of visitors taking the desired action and ultimately becoming customers of the meal delivery service.

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