What is a landing page?

If your campaigns are sending traffic to a homepage, you're doing it wrong. Homepages are for browsing. Landing pages are for converting.

Landing pages don't just look good on a strategy deck — they deliver real results. On average, a small but meaningful share of visitors who land on one become leads.

In this guide, we'll break down what makes a landing page effective, how to create high-converting pages and how to use Adobe Marketo Engage to build them at scale.

In digital marketing, a landing page is a stand-alone webpage that visitors land on after clicking a link from:

• Email marketing campaigns
• Search engine results
• Social media advertisements

Google defines a landing page as the first page viewed in a session. But in digital marketing, it has a more specific purpose: to convert visitors into qualified leads.

Landing pages typically fall into two categories:

1. Lead generation pages — designed to capture user information in exchange for a resource.
2. Click-through pages — designed to drive users directly to a purchase or next step without requiring a form.

Landing pages are critical for campaigns focused on conversions. They eliminate distractions and focus on a single, clear call to action (CTA).

Marketers often confuse homepages with landing pages. The distinction is essential for improving conversion rates.

A homepage is the main navigation point for a website. It provides access to multiple sections and supports a broad range of user needs.

A landing page is laser-focused on driving a specific action. It has minimal navigation, a targeted message and a clear CTA.

Think of it this way:

• Homepage = browsing
• Landing page = action

Failing to make this distinction leads to missed conversion opportunities.

Without landing pages, your campaigns are missing critical conversion points. Here's why they matter:

• Meeting user expectations: If someone clicks an ad promising a report, they expect to land on a page with that report — not your homepage.
• Promoting action: Landing pages are focused on one specific goal, encouraging visitors to take action.
• Boosting performance: Landing pages improve ad relevance and can lower acquisition costs by improving conversion rates.
• Generating leads: By gating valuable content behind forms, you capture contact information and nurture prospects through the funnel.

Landing pages help marketers:

• Automate lead generation: Marketers can quickly create landing pages for different personas and segments.
• Personalise campaigns: Marketers can tailor messaging to specific audiences for better engagement.
• Manage content at scale: Teams can break complex campaigns into manageable pieces.

When done right, landing pages create a win-win situation. Visitors get valuable content. Brands get new leads.

What are the key elements of a high-converting landing page?

A high-converting landing page has three core elements:

1. The message: Your headline and copy must be clear and relevant. Address your customer's pain point immediately.
2. The offer: Provide something valuable in exchange for the visitor's details — a report, webinar or discount.
3. The CTA form: Keep forms simple and frictionless. The goal is to make conversion as easy as possible.

What are the main types landing pages?

Different campaigns require different landing pages. Here are three common types:

1. Lead-gen landing pages: Designed to capture user information in exchange for gated content such as eBooks or webinars.
2. Single-offer landing pages: Focused on one asset or action. These pages are ideal for prospects deeper in the funnel.
3. Click-through landing pages: Used by ecommerce brands to drive visitors directly to a product or checkout page without a form.

Landing pages play a critical role in increasing conversions across various campaign types:

1. Paid campaign landing pages.

Online advertising platforms like LinkedIn, Google and Meta require tailored landing pages to maximise ROI. Pay-per-click (PPC) campaigns with low-quality landing pages often see poor Quality Scores, driving up costs. For paid campaigns landing pages:

• Stay hyper-relevant to the ad message.
• Be clear about the next step visitors should take.

2. Email campaign landing pages.

Email marketing generates a high return on investment. To increase conversions:

• Align landing pages with email messaging.
• Personalise offers based on past interactions.

3. Organic campaign landing pages.

SEO-focused landing pages drive traffic from search engines. Unlike homepages, these pages are optimised for specific keywords and user intent. To optimise organic landing pages:

• Address common questions prospects have.
• Include keywords naturally in the copy.
• Regularly update the page to keep it relevant.

Here's how to create high-converting landing pages:

• Write strong headlines: Use concise, action-orientated language to capture attention.

  

• Keep copy concise: Get to the point quickly. Avoid long paragraphs and complex jargon.

• Use eye-catching visuals: Choose images that evoke emotion and support your message.

• A/B test regularly: Experiment with different headlines, images and CTAs to see what performs best.

• Focus on above-the-fold content: Key information and CTAs should be visible without scrolling.

Creating a landing page involves three key steps:

1. Research your audience: Understand what your potential customers want and craft your message accordingly.
2. Choose a template: Use a content management system (CMS) like Adobe Experience Manager Sites to streamline landing page creation.
3. Customise your page: For high-profile campaigns, consider creating unique landing pages with tailored imagery and messaging.

There are three main ways to optimise landing pages:

1. Personalisation.

Tailor the experience based on what you know about the visitor. Personalisation improves relevance and conversion rates but requires careful consideration to avoid feeling invasive.

2. A/B testing.

Test different versions of your landing page to identify what resonates best with your audience. This includes testing headlines, CTAs and even button colours.

3. Accessibility.

Ensure your landing page is accessible to all users, including those using screen readers. Consider voice UX as well as visual design.

Landing pages are shifting from stand-alone, isolated pages to more integrated parts of a broader user experience. Marketers are moving beyond focusing solely on conversion rates to consider the overall journey.

Future trends include:

• Deeper personalisation using unified customer profiles from tools like Adobe Real-Time Customer Data Platform.
• Greater integration with websites, providing seamless navigation beyond just the landing page.

Landing pages are essential for generating leads and lowering acquisition costs. But the key to success is ongoing iteration.

Adobe Marketo Engage provides the tools to create, personalise and optimise landing pages at scale. With insights from a range of enterprise customers, Marketo Engage has tested hundreds of landing page variations to find what works best.

See Adobe Marketo Engage in action and schedule a demo to learn more.