The ultimate guide to landing pages
Types of landing pages
Chapter 05
Landing pages typically fall into three main categories, each with its own unique strengths and strategies: splash pages, squeeze pages, and sales pages. A single marketing campaign may include one or multiple types of landing pages, depending on the calls to action that move a visitor forward.
Let’s go through a few landing page examples to debunk how and when you should be using these types of landing page templates for your marketing.
Make a splash (page)
A splash page is an introductory page that customers typically see before diving into the primary content of your website. Also called splash screens or welcome gates, these pages ‘welcome’ the visitor immediately upon arrival. They can appear as standalone pages or full-screen pop-ups when a visitor is about to land on your website (homepage, blog, etc).
Splash pages are extremely popular and effective in capturing a visitor’s attention and generating leads at key touchpoints. This is because they do the heavy lifting to attract your prospect before they even hit the main page.
Splash pages are often the first or second encounter someone has with your brand, so you may want to include a low-cost ‘ask’ with a high reward. For example, first-time visitors are more likely to give their email addresses in exchange for a free ebook, but less likely to opt into a $200 training program without prior experience with your brand.
The right way to use a splash page
The objective of a splash page is (typically) to collect leads. It does this by providing initial information about the brand paired with a direct, low-barrier call to action.
Splash pages usually have three elements: an engaging header, a call to action, and an exit button.
Here’s an example: Let’s imagine that a visitor found your yoga-related blog on Google. They click on it, and they’re about to land on that blog post when the splash screen pops up first. The splash screen is offering a free downloadable ebook “The Ultimate Guide to Your At-Home Yoga Practice.”
You can assume that your visitors are already interested in yoga because they clicked on the blog, so you know that this free content would also be relevant to them. This pre-qualified interest means the visitor is more likely to input their email address to receive the free ebook, even though it’s one of their first touchpoints with your brand.
If they’re not interested, though, they might click on the button on the bottom that reads, “No, I’m not interested in being stronger and healthier…” and continue on their way—no worse for wear. They’ll still have access to the blog post (where you’ll then have more opportunities to convert them into a lead).
The scoop on squeeze pages
Squeeze pages, sometimes called a lead capture page, are the most common types of landing page. They’re designed to “squeeze” contact information out of the visitor, such as a first name and email address.
How to craft a squeeze page
Squeeze pages vary in content, length, and design depending on the page’s objective and call to action. They’ll also differ based on where the visitor is within their customer journey. Most often, a squeeze page will include the following components:
- Headline that matches what was clicked and supporting copy providing additional information
- Logo for brand recognition
- Image or video to show what you’re offering
- Call-to-action and a lead capture form (either directly on your landing page or within a pop-up)
- Benefit statements that address ‘what’s in it for your audience’?
- Description of your features
- Social proof in the form of customer testimonials, reviews, and customer images or logos
- Reinforcing closing argument and repeated call-to-action
Learn the essentials for creating a successful landing page here.
Close the sales (page)
While splash and squeeze pages are designed to generate leads and collect emails, sales pages focus on making sales (cha-ching!). This means that while splash pages and squeeze pages are typically directed at new prospects, cold traffic, or visitors, sales pages usually target warm leads that have already engaged with your brand to some degree.
How to use a sales page
Because the objective is to make a sale, the page’s persuasive copywriting and content should focus on the benefits of the product or service, the lifestyle of the brand, and the offer or discount.
- Logo for brand recognition (should not link out)
- Headline that matches what was clicked and supporting copy providing additional information
- Image or video to show what you’re offering
- Call-to-action and a lead capture form (either directly on your landing page or within a pop-up)
- Benefit statements that address ‘what’s in it for your audience’?
- Social proof in the form of customer testimonials, reviews, and customer images or logos
- Reinforcing closing argument and repeated call-to-action
Although you’ll usually use sales pages with people you’ve already built a relationship with, you can still use sales pages with new visitors if designed appropriately. Because sales pages are high-stakes revenue generators, don’t be afraid to test different headers, offers, and CTAs until you see the conversion rate you want. Find other landing page best practices here.
Bottom line: Splash pages collect emails before a new visitor lands on your website. Squeeze pages generate new leads with a strong offer or benefit. Sales pages encourage sales and a deeper relationship with the customer. It’s time to use these landing page examples to launch your own effective marketing campaign.
