Did you know that 44% of marketers consider landing pages one of the most effective lead-generation channels? It’s second only to email marketing, which still reigns supreme.
But it can get tricky. Different types of landing pages suit different goals, so how do you know which one fits your strategy?
That’s exactly what we’ll cover in this article. We’ll break down 11 essential types of landing pages every marketer should know about and show you how to use them effectively.
Let’s start.
Why different types of landing pages work best in different scenarios
Each landing page has a specific marketing goal, and it considers where your visitors are in their buying journey.
For example, a short landing page with a single call-to-action (CTA) can work well if you need to grab attention fast. But if your goal is to educate or nurture leads, it might not be enough.
Also, some landing pages are built for quick conversions, while others focus on sharing information your audience might need to commit to a sale.
The right landing page meets both your goal and your visitor’s expectations.
11 types of landing pages marketers should know about
As marketers, familiarizing yourself with the different types of landing pages can give your campaigns a serious boost.
To help you do that, we’ll cover 11 types that marketers often use, break down their purpose, and give tips to help design yours effectively. Plus, I’ve included some real-life examples to show you how they perform in the wild.
Note: We’ll only discuss landing pages that are relevant to your marketing strategy. We’re not covering operational landing pages like unsubscribe landing pages and 404 error pages.
1. Lead generation landing pages
Also known as “lead capture pages,” these landing pages help you gather personal data—names, email addresses, and other key details that can help you qualify leads—after offering them something in return.
You’ll often see lead generation landing pages in the following industries:
B2B SaaS: Often in the form of requesting free trials, demos, and case study access.
Salesforce, for example, uses this lead capture page to nudge potential customers further down the funnel. They asked for critical information like job title and company name.
Source: Salesforce
Finance and Insurance: Quote requests, mortgage calculators, and financial assessment forms enable companies to capture leads and offer value upfront.
Coaching and consulting businesses: Lead magnets like guides and discovery calls work well here.
Sarah Noked, an online business manager, features a detailed intake form on her discovery call page to gather essential client info.
Source: Sarah Noked
Lead generation landing pages should be simple and match your objective. If you want to add highly qualified leads to your list, ask for more details. That usually filters out tire-kickers.
On the other hand, if you need more sign-ups, reduce friction by keeping the form short and simple. (Or you might want to scroll to landing page type #6 to see if it’s a better fit.)
When to use a lead generation landing page: Use a lead gen page if you have something valuable to offer in exchange for their contact info. It’s a great option for customers who are familiar with your offer or consider you a thought leader, but still need the extra nudge and nurturing to convert.
2. Click-Through Landing Pages
A click-through landing page doesn’t push for immediate action like a lead generation page, but it works toward the same goal: conversion.
Instead of collecting details upfront, you describe your offer in detail, ramping up your visitors’ excitement along the way. Once they get to the CTA, taking action feels like the only way forward.
In the SaaS and software industry, click-through pages help promote product features before the signup page. See how event management software Eventbrite details one of its key features here:
Source: Eventbrite
For ecommerce brands, a click-through landing page can explain product benefits before checkout. Affiliate marketers, on the other hand, use it to warm up reader interest before sending them to a partner site.
While click-through pages can be packed with information and CTAs, they should stay focused. Practice one product, one offer, one action when designing yours.
When to use a lead generation landing page: Use a click-through page when you need to educate, excite, and eliminate objections before asking for a conversion.
3. Sales Landing Pages
A long-form sales page goes into detail about your offer. The length isn’t just for show. It’s about giving readers all the information they need to make a confident choice.
These landing pages work well for any business selling high-ticket products or services, long-term commitments, or anything that requires a detailed explanation, such as:
Online Courses and education: Course enrollments, certification programs, membership-based learning platforms. Erica Schneider’s landing page breaks down her copy editing course and includes heaps of testimonials — it made me press “get instant access.”
Source: Content Editing 101
Consulting and coaching: High-ticket services, mastermind groups, and exclusive memberships. Rachel Meltzer offers a micro-community to freelancers and she details what’s in store for you if you sign up:
Source: Meltzer Seltzer
Health and Wellness: Fitness coaching, supplement subscriptions, wellness retreats, and personalized meal plans.
Sarah Beth Yoga presents key information above the fold, then goes into detail about what to expect during the retreat:
Source: Sarah Beth Yoga
Other useful elements to include on your sales page are competitor comparison tables, FAQs, bonus incentives, and money-back guarantees.
And don’t forget to optimize for skimmers. Not everyone reads every word. Organize your sales landing page with clear columns, white spaces, compelling images, and bold headers.
When to use a long-form sales page: Use a sales landing page when your offer requires a detailed explanation. Long-form pages solidify trust and address hesitations before the buy button.
4. Product Landing Pages
Confused customers don’t convert. As a matter of fact, 60% of them will leave a poorly designed ecommerce site without a second thought. Among the sources of this experience is a weak product landing page.
Product landing pages are built to sell, so they should describe your products in detail, particularly their features and benefits. Think of them as a more conversion-optimized form of product pages.
Here’s an example from Google Pixel:
Source: Google Store
As you can see, high-quality visuals and accurate descriptions are essential to making these pages a hit.
When choosing images to include, go for those that will allow potential customers to visualize the products in their own lives.
Top it off with social proof like testimonials, user-generated content, or industry recognition (think “Best of the Year” awards from Vogue, GQ, or other major publications).
When to use a product landing page: Use a product landing page to highlight the key benefits of a single product without distracting visitors from the rest of the site navigation.
5. Event Registration Landing Pages
Hosting a special event? You need to prepare a standalone landing page for that.
Event registration landing pages encourage visitors to participate in your online or offline event. GetResponse reports that these types of landing pages, particularly those with webinar invites, have the highest conversion rate (22.3%).
Industry events are typically hosted by software companies, coaching and educational services, and finance or business. In other words, any organization that can provide knowledge or expertise on a subject.
Here’s tax compliance software Avalara’s most recent webinar for Shopify users:
Source: Avalara
When designing a landing page for your events, include:
- Topics
- Agenda
- Date, time, and location (physical or platform)
- Organizer details
- Presenter/Speakers’ information
- Sponsors (if any)
Highlight key information that can pique your audience’s interest, and tie in some FOMO elements to hook them in.
When the event is over, you can swap the contents of the page with a summary of what took place.
See how we designed our own webinar landing page using these principles:
When to use an event registration landing page: Use a registration landing page when promoting an event, online or in person.
6. Squeeze Pages
A squeeze page works much like a lead generation page (see #1). They both use incentives to persuade your audience to give you their personal data.
The difference is that squeeze pages are a lot more direct, typically asking only for a name and email address (sometimes, just the latter). In fact, the term “squeeze” comes from its ability to “squeeze out” this little info by eliminating navigational obstacles and confusion.
These landing pages target visitors near the top of the marketing funnel, whereas lead generation pages cater to those in the middle.
You see squeeze pages quite often as a gateway to a newsletter. Here’s a Mailerlite-designed sign-up page from One Lit Place that appears as soon as you click the download button for one of their mini-courses:
Source: One Lit Place
For affiliate and service-based brands, it also works well for providing free guides or reports. Smart Blogger uses this squeeze page to introduce their headline hacks cheat sheet:
Source: Smart Blogger
Just click the button to bring up this pop-up:
A squeeze page is as simple as it gets. No links and navigation. Just a short pitch, a two-field form, and a button.
Because there’s so little to work with, every word needs to pull its weight. Focus on communicating the value of your incentive and what makes it a must-have.
When to use a squeeze page? Use a squeeze page if your main goal is to grow your email list fast. Lead magnets go well with it, like peanut butter and jelly.
7. Coming Soon / Pre-Launch Pages
Coming Soon pages, also known as pre-launch landing pages or waiting pages, are a great way to build excitement for any new offering. If you have a good amount of web traffic and an engaged social media audience, having a pre-launch page helps you catch some eyeballs for your big reveal.
For example, software and SaaS companies invite users to register before unveiling new features or programs.
See how SMS marketing tool Postscript leveled up their pre-launch page by turning it into a live event for BFCM:
Source: Postscript
E-commerce and DTC brands also use coming soon pages to announce new product drops. DTC brand Away Travel has a dedicated landing page for showcasing what's new:
Source: Away Travel
Whenever possible, include sign-up forms in these teasers, so prospects know how they can stay in the loop. You can also offer perks to early birds to make sure they show up for the big day.
Don’t forget to place social sharing buttons, so your audience can share the word in just a few clicks.
When to use a Coming Soon page? Use a Coming Soon page if you have a big announcement, offer, or exciting new info to share.
8. Thank You Pages
A “Thank You” landing page pops open after a web visitor completes an action, like making a purchase or signing up for a newsletter. It can also be the place to include a link to the lead magnet they’ve registered for.
This note of gratitude also presents a valuable engagement opportunity. Since you already have your audience’s attention, engage them further and keep the interaction going with thoughtful elements like:
- Newsletter sign-ups: If your download isn’t gated, invite users to subscribe for more valuable insights.
- Discount codes: A small token of appreciation after a purchase can encourage repeat business.
- Social media links: Make it easy for users to stay connected and engaged in real time.
- Helpful content: Provide instructions or links to relevant blog posts, tutorials, or guides to keep them hooked. After downloading this guide from One Lit Place, I was redirected to a page explaining how to proceed:
Source: One Lit Place
These simple gifts go a long way, particularly if you want to build strong relationships with your prospects.
When to use a thank you page? Use a thank you page to continue the conversation after a visitor completes an action. It’s a great partner for your conversion-focused landing pages.
9. PPC (Pay-Per-Click) Landing Pages
Pay-Per-Click Ad landing pages have a very specific goal: convert ad traffic into leads or customers.
They’re a dedicated landing page for curious shoppers to find after clicking on your advertisement on Google, social media, or any other platform.
Here’s an example from DTC brand NutriPaw. Clicking on NutriPaw’s Instagram ad for a flash promotion redirected me to this page:
Source: NutriPaw
Aside from retail, industries like financial services, insurance, and local service providers also use this landing page.
For example, when I searched for plumbing services in Arcadia, LA, Blackmon Plumbing’s sponsored ad directs me to this landing page:
Source: Blackmon Plumbing
Effective PPC landing pages need to be laser-focused. The message should mirror whatever you’re promoting in your ad, be it a particular product, a specific campaign, or a compelling reason to go with your service.
When to use a PPC landing page? Use a landing page for PPC if you’re running an ad on any platform.
10. Referral Landing Pages
A referral landing page expands your reach by clearly outlining the perks (for example: discount codes or free gifts) visitors receive for spreading the word about your offer.
Almost any type of business can benefit from this type of landing page. Got a newsletter? It’s a sure way to get more subs.
Want to increase your sales? Hosting a referral program calls for a dedicated landing page. For example, mattress brand Casper uses theirs to explain what’s in it for you and your friends if you encourage them to make a purchase.
Source: Casper
Referral landing pages are often short but pack a lot of persuasive punch. With the right imagery, copy, and offer, you can convince your visitor to pass this offer on to their closest pals.
When to use a referral page? Use a referral page when you want to incentivize your audience to share your offer.
11. Splash Page
Splash pages fill up your homepage, making a “splash” along the way. They look more like pop-up windows than a landing page.
Unlike most of the landing pages on this list, splash pages aren't usually designed for conversions. Instead, they serve as introductions or requests for information before visitors can venture onto your site.
They’re great for obtaining demographic information about website visitors. For example, the female sportswear brand Oysho asks for your location first to create a more personalized shopping experience.
Source: Oysho
Age-gated websites, such as those selling alcoholic beverages, also use this strategy, asking for the visitor’s age or birth date.
Splash pages are also used to pull the visitors’ attention towards a discount code or a membership program. When you head over to Levi’s website, for example, this landing page pop-up will take over the homepage:
Source: Levi's
Lastly, you can use splash pages to share information, like a privacy policy.
To design a good splash page, consider user experience. Use simple and visible text and keep it to a minimum. The background image (or color) should match your brand, so visitors can recognize that they’re on the right page. You should provide a clear way to exit the page and ensure that it loads quickly.
When to use a splash page: Use a splash page when you want to make a strong first impression, capture attention, or gather quick information without disrupting the user experience.
How to choose and design a successful landing page
Here’s what we’ve established: Different landing pages serve different goals. Just look at the list above.
If you’re still not sure whether you’ve made the right choice, or how to proceed, ask yourself the following question:
- “What do I want to accomplish with this landing page?”
Are you trying to secure a sale or showcase new industry research? These two goals require two different landing pages. For example, product landing pages and PPC landing pages can promote purchases, while a lead capture page and a squeeze page display your authority while generating leads.
- “What are my competitors doing?”
A little competitive research goes a long way. Search for direct and SERP competitors to see how they design their landing pages. If you see something you like, or you think will fit your goal, use it as a jumping-off point. Say, if you admire the way Oysho’s splash page makes an entrance, check how it fits into your strategy.
- “What do visitors expect from this landing page?”
Let’s say you have gated content, and couldn’t decide between a squeeze page or a lead capture page to pair it with. Take a look at your gated content first. Is it top-of-the-funnel stuff? If this is the case, keep things simple for your new audience and provide them with quick access to your freebie.
- “What action do I want my prospects to take?”
This question goes back to your core objective. It could be making a purchase, signing up for a webinar, or exploring related content. Whatever the case, your CTA should be concise and easy to follow.
These questions will help you figure out what type of landing page is best and how to design them well.
Also, keep in mind: We may have covered 11 different landing pages here, but they all need the following elements to be effective:
- An engaging headline that piques the interest of the reader
- Persuasive copy that speaks directly to your visitor’s needs, concerns, and objections
- Clear CTAs that make it clear what visitors should do next
- Eye-catching visuals to support your message
- Mobile-friendly design for easy access, no matter the device
Remember these building blocks when designing your landing page for your next campaign. You can also follow our landing page checklist to make sure you don't forget a key step.
Final thoughts
Now that you know which landing page to choose and how to design a high-converting one, there’s one more thing to consider—do you have the right tool to execute what you learn?
If not, it might be time to explore your options.
Here are a few resources to help you find the best fit:
- Best Free Landing Page Builder in 2025: 16 Top Options
- The Best Landing Page Builder Top 10 Tools on the Market
Email Marketing Ebook: Beginner's Guide
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21 Mar 2025 - Added video walking through webinar landing page design
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This article has been written and researched following our EmailTooltester methodology.
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