What Is a Landing Page? – A Complete Guide [2025]

Landing pages are one of those things everyone knows they need, but very few actually build right.

And it’s not always your fault. There are different types of landing pages, and each one works best for a different goal. But most guides just throw all the “best practices” into one giant checklist and leave you guessing what to use and when.

That’s why I put this together.

Fun fact: Businesses that increase their number of landing pages from 10 to 15 see a 55% increase in leads, but only when they match the page type with the right intent.

So, in this guide, I’ll break down the basics & the main types of landing pages, how they work, and when to use each.

Let’s clear things up.

What Is a Landing Page?

Before you pick the type of landing page you need, you’ve got to understand what it actually is.

A landing page is a standalone page built with one goal in mind: getting someone to take action. That action could be

• signing up for your newsletter,
• buying your product,
• downloading a freebie,
• or booking a call.

Whatever the goal is, the page is designed to drive that one thing without distractions.

You’ll usually create landing pages when you’re running paid ads, sending email campaigns, offering lead magnets, or promoting a specific product.

In all of those cases, the landing page keeps your visitor focused and pushes them toward the next step.

Landing Page vs Homepage vs Website

Now, before you build your first landing page, you’ve got to understand how it’s different from your homepage or any other page on your site. Because using the wrong page for a campaign can kill conversions fast.

Here’s how they compare:

Page Type	Purpose	Structure	Traffic Intent
Homepage	Give an overview of your brand and offerings	Links to multiple pages, menus, footers	Broad—branding, awareness, navigation
Website Page	Share specific info like About, Services	Full layout, navigation, multiple links	Mixed—SEO, navigation, discovery
Landing Page	Get people to take one action	One goal, no distractions, focused copy	Targeted—paid ads, email, promotions

A homepage is where people learn about you. A website page adds context. But a landing page pushes one clear action.

That’s why you don’t send ad traffic to your homepage. You send them to a landing page that talks about exactly what they clicked for.

What Are Landing Pages Used For?

Now that you know how landing pages stack up against homepages and full websites, let’s talk about what people actually use them for.

Landing pages are built for action, and that action depends on what you’re offering and what your audience needs at that moment.

Here’s how most marketers, and probably you too, use landing pages in real campaigns:

1. Promoting a free ebook

If you’re offering a lead magnet like an ebook, you don’t want your audience browsing away. A landing page makes sure all the attention stays on the ebook itself—what it’s about, why it’s helpful, and where to download it.

2. Webinar registrations

When you’re hosting a webinar, a landing page gives people the what-when-why upfront. They see the speaker, the topic, and how to register—all without clicking around.

3. Launching a new product

For product launches, landing pages give you a space to show off benefits, visuals, and pricing without any other pages getting in the way. It’s all about helping people understand what you’re offering and how to buy it.

4. Enrolling in a course

Whether it’s a mini workshop or a full-blown program, you can use a landing page to share what the course includes, who it’s for, and what results they’ll get. No unnecessary clicks just details and a clear enrollment button.

5. Offering a free trial or demo

If you’re pushing a SaaS tool or service, a focused page helps people understand the value of trying it. You show them what they’ll get in the trial or demo, then guide them to sign up nothing else to distract them.

6. Growing your email list

Landing pages also work great for newsletter signups. You can quickly explain what kind of emails you send, how often, and why it’s worth joining then make it super easy to subscribe.

Each of these use cases has one thing in common: they give people a single action to take, which usually means more conversions for you.

What Are The Types of Landing Pages

Now that you know where and why landing pages come into play, it’s important to recognize that not all landing pages are built the same. Different goals call for different types of pages.

Let’s break down the main types you’ll use and how each fits into your marketing strategy.

i. Lead Generation Landing Pages

Lead generation landing pages are specifically built to collect information from your visitors, typically their email addresses.

Imagine you’re offering a free guide or checklist. This type of page clearly explains the benefit of the offer and includes a form where visitors can submit their details. These pages usually connect with your CRM or email marketing system, so you can follow up with your leads automatically.

ii. Click-Through Landing Pages

Click-through landing pages act as a bridge between your visitors and the final action you want them to take, like completing a purchase or signing up.

For example, if you’re promoting a subscription, this page presents the main benefits and prepares your audience for the next step. It’s all about building confidence and reducing hesitation before they reach the checkout or signup page.

iii. Webinar Landing Pages

Webinar landing pages focus on driving registrations for your webinars, whether live or on-demand. They provide clear details about what the webinar will cover, who should attend, and how to register.

By keeping the information straightforward and focused, these pages make it easier for people to decide to sign up.

iv. Ebook Landing Pages

Ebook landing pages are designed to offer a gated ebook in exchange for contact information. Think of it like giving away a valuable resource, but asking for an email address first. These pages clearly explain what the ebook covers and why it’s useful, encouraging visitors to sign up and download it. This method is a proven way to grow your email list while providing value upfront.

v. Book Landing Pages

Book landing pages focus on promoting a specific book, whether digital or physical. These pages are ideal for authors or publishers who want to reach a targeted audience.

They highlight the book’s key points, who it’s meant for, and how to buy or download it. Keeping the page focused helps readers understand why this book matters to them.

vi. Newsletter Landing Pages

Newsletter landing pages are all about growing your email list by clearly explaining the value of subscribing.

You tell your visitors what kind of content they’ll receive, how often, and why it’s worth their time. A focused landing page with a simple signup form makes it easy for people to join your list without distractions.

Each of these landing page types serves a clear purpose. Using the right one for your goal helps you keep your message focused and improves your chances of turning visitors into leads or customers.

Key Elements of a High-Converting Landing Page

Now that you’ve seen what types of landing pages you can use, let’s break down what actually makes those pages work.

No matter the type, every landing page needs a few core elements. These aren’t just nice-to-haves—they’re what help you turn visitors into leads or customers. So if you’re building or optimizing a page, here’s what you need to focus on:

1. A Clear and Benefit-Driven Headline

Your headline is the first thing someone sees. If it doesn’t clearly say what you’re offering or how it helps, they’re gone. Keep it short, direct, and focus on the benefit.

Think “Start Building Funnels in Minutes”, not something vague like “Your Next Step.”

2. Concise, Focused Copy

This is where you explain what your offer is and why it matters, but keep it tight. Avoid long paragraphs or buzzwords. Just say what it does, who it’s for, and why they should care.

3. A Strong CTA

Your call-to-action should be specific. Generic buttons like “Submit” don’t tell people what they’re doing.

Say exactly what happens when they click. “Download the free template,” “Book your strategy call,” or “Start your free trial”, those work because they’re clear.

4. Optimized Form

Use the fewest number of form fields needed. If you only need an email, don’t ask for name, phone number, and job title.

Fewer fields usually mean more conversions, unless you have a reason to qualify your leads.

5. High-Quality Visuals

People scan before they read. So use visuals that help them understand your offer quickly.

This could be a mockup, a quick demo video, or even a product photo—whatever supports your message and makes it feel real.

6. Trust Signals & Social Proof

You can say your offer is great, but it means more when someone else says it.

Add real testimonials, client logos, star ratings, or money-back guarantees. These tell people it’s safe to take the next step.

7. Mobile-First Design

Over 61.5% of traffic comes from mobile devices. So your landing page has to look good and work smoothly on small screens.

Make sure buttons are tappable, text is readable, and forms aren’t annoying to fill out on mobile.

How to Create a Landing Page from Scratch in WordPress

You already know what goes into a good landing page. Now, the next step is actually building one.

And no, you don’t need to mess with code, hire a designer, or spend hours trying to figure out clunky tools. You just need something that’s easy to use but still gives you full control.

In this case, you can use WPFunnels, the easiest sales funnel builder, which is made for people who don’t want to deal with complicated tools, and you’ll still have full control over how everything looks and works.

Step-by-Step Process Using WPFunnels

Here’s how to create your first landing page in WordPress using WPFunnels:

1. Install the WPFunnels plugin

In your WordPress dashboard, go to Plugins > Add New, search for “WPFunnels,” then install and activate it.

2. Create a new funnel

Once activated, click WPFunnels in your dashboard menu and hit Create New Funnel to start building.

3. Pick a landing page template start from scratch

You’ll see a library of ready-made templates. Choose one that fits your offer, or start with a blank canvas if you want full control.

4. Customize your landing page

Click on any text or image to start editing. Update the content, adjust the layout if needed, and make sure everything speaks directly to your audience. Keep it focused and action-driven.

5. Add your lead form or CTA

Add optin form or next step button from the WPFunnels tab for the next action.

If you’re using Mail Mint, it’s already built to work with WPFunnels.

6. Set up funnel steps

Decide what happens next, maybe it’s a thank you page, a product checkout, upsell/downsell, or a follow-up email flow. Map it out inside your funnel.

7. Preview, test, and publish

Check how it looks on mobile. Click through the CTA and form to make sure everything works. When you’re happy with it, hit Save.

That’s it! You’ve now built a working landing page in WordPress using WPFunnels.

WPFunnels gives you sales funnel templates for different industries, with high-converting landing page layouts built in.

Explore the landing page templates now and pick one that fits your niche. Just customize the content and launch.

Common Landing Page Mistakes to Avoid

You’ve seen what makes a landing page effective.

Now let’s make sure you’re not doing the opposite. These mistakes are more common than you’d think, and they silently kill your conversions.

1. Too many CTAs

Your visitors don’t know what to do when you give them too many options. Stick to one clear CTA per landing page.

2. Long, crowded copy

Too much text without breaks turns people off. Keep it short, scannable, and focused on the outcome they care about.

3. Slow-loading pages

Even a 1-second delay can cost you leads. Optimize images, use caching, and test your page speed.

4. Weak or generic headlines

Your headline should tell the reader exactly what they’ll get. Avoid buzzwords—focus on clarity and benefit.

5. Not mobile-friendly

Most visitors browse on mobile. If your layout breaks or text is too small, they’ll leave.

6. No clear value

If people don’t immediately see what’s in it for them, they won’t stick around. Highlight the benefit early.

7. Using low-quality images

Pixelated or generic stock photos make your page look untrustworthy. Use clean, relevant visuals.

8. No social proof

If you’re not showing testimonials, reviews, or stats, people might hesitate. Add at least one trust signal.

9. Asking for too much info

Only ask for what’s necessary. Fewer form fields usually means more signups.

10. Not tracking performance

If you’re not measuring bounce rates, scroll depth, or clicks, you’re guessing. Use tools like Google Analytics or WPFunnels analytics to know what’s working.

How to Drive Traffic to Your Landing Pages

Once your landing page is ready, you need people to see it. Where your traffic comes from depends on your offer and your goal, whether that’s getting leads, selling a product, or growing your list.

You’re not limited to one channel. You can test multiple sources at once and double down on what works. Here’s a breakdown of the most common ones:

i. Paid Search (Google Ads, Bing)

Start with high-intent keywords. If you’re promoting a service or product that solves an urgent problem, paid search helps you show up when someone’s already looking.

Make sure your ad copy lines up with your landing page headline—this keeps your Quality Score strong and lowers cost per click.

ii. Paid Social (Meta, LinkedIn, X)

If your goal is to raise awareness or build interest, run visual-first ads with clear headlines and call-to-action buttons.

Use Meta for broad targeting, LinkedIn for B2B, and X if your audience is more active there. Don’t just boost posts—set up real campaigns that drive to a single, focused landing page.

iii. Email Campaigns

This is for segmented traffic. If you already have a list, send targeted emails with clear links to your landing page. Use tags or segments to match the message with the right audience.

These campaigns work best when the landing page continues the message from the email.

iv. Organic Search (SEO)

If you’re playing the long game, optimize your landing pages for search. Use one main keyword per page and add related terms in the subheaders and paragraphs.

Make sure your title tag, meta description, and content are aligned. This helps your page rank, even if you’re not running ads.

v. Retargeting Campaigns

Not everyone converts the first time. Set up retargeting ads to bring back visitors who showed interest but didn’t act.

This works well when your landing page stays consistent with the offer they already saw.

Landing Page Metrics You Should Track

You’ve seen what not to do. But if you’re not tracking the right data, you won’t even know what’s working or what needs fixing.

Here are the core landing page metrics you should track regularly:

Conversion Rate

This shows the percentage of visitors who complete your desired action, like submitting a form or making a purchase.

Benchmark: 2%–5% is considered a healthy range for most industries. Below that, you likely have issues with your offer, CTA, or overall page clarity.

Bounce Rate

This reflects how many people land on your page and leave without taking any action.

Benchmark: A bounce rate under 40% is strong. Anything above 60% often points to weak messaging, poor user experience, or slow page load times.

Average Time on Page

This measures how long visitors stay on your page.

Benchmark: More than 60 seconds typically indicates users are engaging with the content. Less than 30 seconds suggests they’re skimming or losing interest.

Form Abandonment Rate

Tracks how many users start filling out a form but don’t complete it.

Benchmark: A form abandonment rate over 70% suggests friction in your form design, like too many fields, unclear instructions, or a lack of trust indicators.

Track these numbers consistently. That’s how you make real, measurable improvements instead of guessing.

Final Thoughts – Ready to Build Yours?

You’ve seen what actually matters on a landing page—clear goals, solid structure, and the right metrics to measure performance. None of it has to be complicated. But every part needs to be intentional.

Start with one page. Focus on a single offer. Set up your tracking so you know what’s working. And use the examples we linked earlier if you need a head start.

If you’re using WordPress, tools like WPFunnels make it easier to build conversion-focused landing pages without relying on a bunch of third-party tools.

No need to wait. Pick one offer. Build a simple page. Test it. Iterate. You’ll get results faster than trying to perfect it from day one.

FAQs

1. What is a landing page on a website?

A landing page is a standalone page created for one specific goal—like getting signups or downloads. It’s designed to remove distractions and focus on driving action. Unlike regular web pages, it doesn’t include menus or multiple links.

2. What is the difference between a website and a landing page?

A website is made up of multiple pages that share information, products, or services. A landing page is a single, focused page meant to drive one action, like a purchase or lead capture. It’s built for campaigns, not general browsing.

3. What is the difference between entry page and landing page?

An entry page is the first page someone visits on your site—it could be any page. A landing page is purpose-built for a specific campaign with one clear CTA. Not all entry pages are landing pages.

4. What is a landing page example?

A webinar signup page with a headline, quick benefits, and one form is a landing page. Another example is a lead magnet page offering a free guide in exchange for an email address. The key is that it has one goal and no distractions.

5. What is a landing page builder?

A landing page builder is a tool that lets you create conversion-focused pages without needing to code. Tools like WPFunnels let you choose templates, drag and drop content blocks, and publish fast. They’re built to help you launch pages that drive results.