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13 Types of Landing Pages: How and When to Use Them

Marketers use all types of landing pages to make their marketing campaigns successful. Be it for lead generation, webinar registrations, or any other purpose, specific landing pages are present for all types of advertising. All different types of landing pages have their advantages based on the final CTA.

Landing pages are an essential part of any digital marketing plan. They persuade visitors to take action, such as buy something or fill out a form. A landing page, when done correctly, can result in a new lead or, even better, a conversion.

But, choosing the right landing page for your campaign can be challenging. In this article, you will learn about the most crucial 14 types of landing pages and how and when you can use them in your campaigns.

Let’s first understand our main topic.

What Are Landing Pages?

Landing pages are the best way to raise the conversion rates of your marketing campaigns and minimize the cost of gaining a lead or sale.

A landing page is a separate web page designed specifically for a marketing or advertising campaign in digital marketing. It’s the location where a visitor “lands” after clicking on a link in an email or ads from Google, Facebook, YouTube, or any other website.

Most landing pages have a single emphasis or goal, referred to as a call to action (CTA), whereas web pages usually have multiple aims.

Marketers use different types of landing pages to make impactful advertisements. You can decide which kind of landing page will work best for your advertising campaign by ensuring that the page and the main message complement each other. You can only do it when you know about all the different types of landing pages used for marketing.

14 Types of Landing Pages

Here’s a list of the thirteen landing page types I’ll be covering:

Landing pages are a vital part of any marketing strategy, and that’s why it’s important to know the differences between them. It will help you pick the right page for the right intent.

1. Squeeze Landing Page

Squeeze Pages are great for gaining contact information and even for appointment booking. It is an effective landing page because it provides gated content or a prompt asking for a visitor's email address or appointment details to receive a newsletter, eBook, whitepaper, or book a specific time slot. The purpose is to squeeze emails or schedule appointments out of visitors, these pages are short, sweet, and direct.

Squeeze Landing Page

Here are a few examples of how a squeeze landing page might be used:

  • To offer a free e-book or whitepaper: Use to offer a free e-book or whitepaper on a relevant topic in exchange for the visitor’s email address. This allows them to capture leads and build their email list while providing value to the visitor.
  • To promote a webinar or online event: It can be used to promote and sign up for a webinar or online event. The page could offer a free ticket or access to the event in exchange for the visitor’s contact information.
  • To build an email list for a newsletter: It can be used to build an email list for a newsletter by offering a free subscription in exchange for the visitor’s contact information. This allows us to stay in touch with potential customers and build relationships over time.

2. Splash Landing Page

A splash landing page is almost like a squeeze page but doesn’t always have lead capture as the primary goal.

Instead of sending visitors directly to a web page, splash pages are great for warming them up, or if you want to share an announcement of a new feature, then splash pages are ideal. Think of them as welcome mats outside your house.

Splash Landing Page

Here are a few examples of how a splash landing page might be used:

  • To promote a new product or service: It can inform people about the features and benefits of a new product or service, which generates interest and drives sales.
  • To provide information about an event: This is an effective way to generate interest and sign-ups for an event, such as a conference or workshop.

3. Lead Generation Landing Page

A lead capture page is similar to a squeeze page but generally captures more information like Name, Email, and Phone number. Lead Generation landing pages are great for generating marketing-qualified leads that have shown genuine interest in your produce or service.

Lead Generation Landing Page

4. Video Landing Page

From the moment someone loads a video landing page, their attention gets locked on the video. Typically, the video has no play/pause buttons, so visitors are exclusively locked to watch the video.

With some clever tactics, you can show up the form or button after the visitors watch 30%, 50%, and 90% of the video.

Video Landing Page

There are several ways a video landing page might be used:

  • Showcase a product or service: It can be used to showcase a product or service and provide information about its features and benefits The video could demonstrate how the product works or highlight customer testimonials.
  • Provides educational content: Helps to provide educational content, such as a tutorial or how-to guide. The video could teach the visitor a new skill or provide information on a specific topic.
  • Drive conversions: It can be used to drive conversions by including a CTA to take a specific action, such as making a purchase or signing up for a trial. The video could showcase the product or service's benefits and encourage the visitor to take the desired action.

5. Click Through Landing Page

A click-through landing page is a page that provides detailed information about an offer to persuade the visitor to “click-through” to a conversion focus page like a sales page or lead generation page. These pages are great to warm up visitors, build trust and qualify traffic.

Click Through Landing Page

Here are some potential advantages of using a click-through landing page.

  • Increased conversions: It allows the visitors to focus on a specific action and only showcases the form when the prospect is ready to fill it. It helps in giving a cleaner and clearer look to the landing page by making it more focused on winning consumer trust through relevant content and following up with a form.
  • Better tracking and analysis: It can be designed with tracking and analysis tools, such as Google Analytics, allowing the business to track the page’s performance and make data-driven decisions.

6. Sales Landing Page

A sales page is a landing page designed to convert your website visitors into customers. These pages are great for the bottom of the funnel, where customers are in the last stages of the buyer’s journey.

These pages mimic direct mail sales letters; hence, they are rather long and detailed.

Sales Page Structure

  • Eye-Catching Headline with Big idea + Strong CTA (above the fold)
  • How it works (illustrations) + description
  • Reviews from medias
  • US vs THEM section
  • All Benefits + illustrations
  • Reviews
sales landing page

7. Advertorial Landing Page

An advertorial page is a landing page that’s designed to look like an organic news story. These pages are great for warming cold traffic because advertorial pages match the native channel; they feel very similar to the content of the channel.

This way, a reader gets value from the page and is in the right mindset to buy before they land on your sales page.

Advertorial Landing Page

8. Lead Magnet Landing Page

A lead magnet is a valuable offer you provide to your prospects in exchange for contact information such as name and email. Lead magnets such as a newsletter sign-up, a coupon or discounts, or webinar signups are all great examples of lead magnet landing pages.

Lead Magnet Landing Page

Here are two ways in which a lead magnet landing page might be used:

  • Capture Warm leads: A lead magnet landing page can be used to capture leads by offering a valuable offer in exchange for the visitor’s contact information.
  • Segment leads: It can be used to segment leads by offering different lead magnets for different audience segments, allowing the business to tailor its marketing efforts to the specific needs and interests of each segment.

9. Pre-Launch Landing Page

Pre-launch landing pages are great for generating early signups or building a list that you can market later. These pages pique interest with your early adapters and persuade them to sign up.

Pre-Launch Landing Page

Here are a few ways in which a pre-launch landing page might be used:

  • Generate leads: It is used to generate leads by offering a valuable offer, such as early access to the product or service, in exchange for the visitor’s contact information.
  • Creates a sense of exclusivity: Marketers used this to create a sense of exclusivity by offering early access or special perks to those who sign up for the email list.
  • Gathers feedback: It can be used to gather feedback from prospects by providing a way for them to sign up for beta testing or to provide their input on the product or service.

10. Thank you Page

Thank you pages are great to build up a rapport with your new leads or subscribers. You can use thank you for landing pages to push MQLs into SQL by embedding an appointment calendar on the page.

Another idea is to show the next steps when a lead signs up. This is great for future pacing. And finally, you can also use thank you pages as a way to showcase resources or embed a video thanking your new sign-up.

Thank you Page

11. Unsubscribe Landing Page

When your lead or subscriber clicks that unsubscribe link you have one final push to keep them on your list. Unsubscribe landing pages can help subscribers choose the frequency at which they receive your emails.

You can also think of using them to offer personalisation so subscribers can pick n choose the topics they prefer. You could also use it to show an optional survey asking subscribers why they unsubscribed.

Unsubscribe Landing Page

12. Referral Landing Page

As the name suggests referral landing pages are great for welcoming visitors from your referral sources. You can share this page with your clients or strategic partners to get business referrals.

Since referral landing pages won’t be otherwise visible to the general public, you can only share the link with your trusted sources. These are great for generating high-quality qualified leads.

Referral Landing Page

13. 404 Landing Page

A 404 page is a landing page that tells your site viewers that the requested page is unavailable or, in some cases, doesn’t exist. Although this is more of an error page, you can come up with creative ways to either surprise or delight your visitors.

404 Landing Page

Here’s a Table To Understand 13 Types of Landing Pages

Landing Page Type Purpose
Squeeze Landing Page Focuses on gaining visitors’ contact information.
Splash Landing Page Great for announcing new offers, arrivals, and discounts.
Lead Generation Landing Page Generally captures MQLs and info like name, email, phone number, job title, etc.
Video Landing Page Push visitor attention towards a single element: video.
Click Through Landing Page Provides detailed information about an offer to persuade the visitor to “click through”.
Sales Landing Page Specifically built for bottom-of-the-funnel prospects.
Advertorial Landing Page Designed to look like an organic news story and are great for warming new visitors.
Lead Magnet Landing Page Perfect for sharing gated content with target audience in exchange for contact info.
Pre-Launch Landing Page Great for generating early sign-ups or building list brands can market later.
Thank You Landing Page These pages are an excellent segway from securing a lead to nurturing them.
Unsubscribe Landing Page Before unsubscribing from the mailing list, share the right questions and links with leads.
Referral Landing Page Only to be shared with clients and strategic partners for business referrals.
Product Landing Page To educate users about a specific product. 
404 Page Landing Page Though an error page, marketers can turn this into an opportunity with the right links.


Understanding the popular types of landing pages empowers marketers to tailor their strategies to specific goals and target audiences. Whether capturing leads, driving sales, promoting events, or enhancing brand awareness, selecting the appropriate landing page type is crucial for maximizing conversions and achieving marketing success.

By leveraging the strengths of each landing page type, marketers can create impactful campaigns that engage visitors, deliver value, and drive meaningful results.

Download our landing page checklist to maximize conversions and get more leads off of your landing page.

If you want to make your marketing strategies more powerful, you can check out my other blogs on Why and When to Use Landing Pages, Essential Principles of a Landing Page Design.

Here’s related content on landing pages:

Landing Page vs Website: What’s The Difference?
Mobile Landing Page Best Practices
Beginner’s Guide To Landing Page A/B Testing Framework
How To Build Webinar Landing Page That Get More Sign Ups

Waseem Bashir
CEO of Apexure
Waseem Bashir
CEO of Apexure
Waseem Bashir
CEO of Apexure
Waseem Bashir
CEO of Apexure

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