What Is a Landing Page: What It Is For, What It Consists Of and Examples
A landing page is a single-page website created for one action: a lead, a call or a purchase. We explain what a landing page is, what it consists of, how it differs from a corporate website and when a business needs one.
A landing page is a single-page website created for one goal: to make a visitor leave a request, call, buy or subscribe. Everything on the page works for that action, and there are no unnecessary clicks. One thing matters: a landing page is not a “small website” but a tool for a specific offer and a specific audience.
How a landing page works
A landing page is built around three things: one offer, one target action and the traffic that comes to it. A person arrives from an ad, search or social network, immediately sees what is offered and can take a step: leave contacts or place an order. That is why a landing page is often set up after launching ads such as Meta Ads or search advertising.
What a landing page consists of
The structure depends on the niche, but it usually has these blocks:
- First screen. A headline that explains the offer, a short subheading and an action button. If it is unclear here how you are useful, most visitors will leave.
- Benefits. What the client gets, in the language of results rather than a list of features.
- How it works. Simple steps from request to result to remove the fear of the unknown.
- Proof. Reviews, case studies, numbers, client logos, certificates.
- Answers to objections. A block of questions and answers about price, timing and guarantees.
- Form or action button. A short request form without extra fields.
- Contacts. Phone, messengers, address, so the client can get in touch in a convenient way.
Types of landing pages
- Service landing page. Explains one service and leads to a request: repair, consultation, training, legal help.
- Product landing page. Presents one product with benefits, specifications and an “Order” button.
- Event or promotion landing page. A webinar, an event or a seasonal offer with a limited term.
- Lead-capture landing page. Offers a useful resource (a guide, a checklist) in exchange for an email or phone number.
If you need a landing page for a specific offer, see our landing page development service.
Landing page or corporate website
These are different tools that solve different tasks:
| Parameter | Landing page | Corporate website |
|---|---|---|
| Goal | One target action | Presenting the company and all its services |
| Scope | One page | Several pages and sections |
| Main traffic | Ads and targeted channels | Search, brand, direct visits |
| Launch time | Usually shorter | Longer, depends on the structure |
| Search optimization | Limited options | Wider options |
We wrote about how to choose in the article “Landing page or corporate website”. If you need a presentation of the whole company, see the corporate website service.
When a business needs a landing page
- you launch ads for one service or product and want to test demand;
- you need leads fast, without building a full website;
- you enter a new market or test a new offer;
- you have a seasonal promotion, an event or a limited offer;
- your main audience comes from ads, not from search.
How much a landing page costs and how to create one
There are two main ways: build the page yourself with a builder or order development from a studio. A builder suits simple hypothesis tests, while a studio is the choice when you need a thought-out structure, a design that fits your brand, fast loading and set-up lead tracking. The cost depends on the number of blocks, the complexity of the design, the need for copy and visuals, and integrations with a CRM or messengers. That is why we name the price after assessing the task, and the consultation is free.
Common landing page mistakes
- Several goals on one page. When you offer to buy, subscribe and download at the same time, a person does nothing.
- A weak first screen. An unclear offer in the first seconds means the visitor will close the page.
- No proof. Without reviews, case studies and numbers it is hard to believe the promises.
- A long form. The more fields, the fewer leads: ask only for what you need.
- Slow loading. A heavy page loses visitors before the first screen appears. Our website speed service explains how to fix it.
- Leads are not tracked. Without analytics it is impossible to understand which traffic source works.
