Lead Generation

What is a Landing Page? (With Excellent Examples)

9 Minute Read

Perhaps you’ve heard this term, and not sure what a landing page is. You may be even thinking, “why do I need a whole different page, when I already have a website?”.

In digital marketing, a landing page is a standalone web page that is designed for a specific purpose: to encourage users to take your one desired action – and nothing else.

It’s simply different from other pages, like your home page, or your service page, or even your contact page.

What is a Landing Page - Digital Marketing Toronto - JP Marketing

Landing pages are a game-changer. If you’ve ever wondered how to seamlessly guide your potential clients from click to client, you’re in the right place.

In this comprehensive guide crafted specifically for small businesses and real estate professionals, we’ll unravel the mysteries of landing pages, showcasing not only what they are but, more importantly, how they can revolutionize your marketing efforts, elevate your brand, and turn curious visitors into devoted clients.

Let’s take a look at what a landing page is, how landing pages work, and some landing page best practices.

Let’s get into it.

What is a Landing Page Exactly?

A landing page is a standalone web page designed for a specific marketing or advertising campaign.

Unlike a website’s homepage, which serves as a general entry point, a landing page focuses on a single objective, such as lead generation or product promotion.

There are different names for landing pages, sometimes they can be used interchangeably, but they may have different meanings, which I’ll detail later.

They can be called splash pages, a squeeze page, lead gen pages, or a lead capture page – for your reference in this article.

Landing Page - What is a Landing Page Exactly - JP Marketing

Home Page vs Landing Page: What is the Difference?


One key distinction is the focus. While a homepage provides an overview of the entire business, a dedicated landing page is laser-focused on a particular offering or goal.

It directs visitors toward a specific action, reducing distractions. Maybe you want it to be a lead capture page, or a product page.

In my experience, we’ve had clients that had been driving ad traffic to their main website, like their home page or service page; however, once we build a new landing page that was focused, the conversion rate of the campaigns skyrocketed.

In some cases, their pages offered too many options and distractions – and their conversion rate reflected that.

In those cases, refining the landing pages to be laser-focused made all the difference.

Creating separate landing pages for different purposes is the key to convert visitors, as different offers require different landing pages.


Designing landing pages allow for tailored content and design, aligning precisely with the campaign’s theme, and the branding of other web pages.

This is your chance to simplify your language across the entire page, have a singular call to action, use relevant keywords, and a compelling hero image and headline.

Add a compelling headline. Add social proof, like testimonials. Make it as easy as humanly possible to take your desired action – especially for lead generation landing pages.

We actually specialize in building highly targeted landing pages that have converted 1,000s of leads for our clients in small business niches, like lawyers, chiropractors, and real estate.

And truthfully, this customization enhances the user experience and increases the likelihood of conversion in a persuasive landing page.

Landing Page - What is a Landing Page - Audience Targeting - JP Marketing

Audience Targeting

Landing pages enable precise targeting, speaking directly to the audience interested in the campaign.

If you have multiple client segments, I would recommend crafting different landing pages for each, because each segment may have different needs.

Thus, this targeted approach often results in higher conversion rates compared to a generic homepage.

I’ve found that the best way to start, even before you begin designing landing pages, is to brainstorm the goals, needs and desires of your prospective customers.

What do they need? Why do they need it? Also, why do they need it right now?

If you can provide that relevant content and a landing page experience that completely aligns with your target audience’s needs, you’ll find it much easier to craft highly targeted landing pages.

Conversion Rate

Conversions Rate is the amount of leads your landing page gets, divided by the amount of visitors to your landing page.

That means if you lead data shows you converted 10 leads out of 100 sales page visitors, you have a 10% Conversion Rate.

Landing pages are finely tuned for this conversion. With a clear call-to-action (CTA) and minimal distractions, visitors are more likely to take the desired action, whether it’s filling out a form or making a purchase.

You must look at the data and analytics of your marketing campaign, and the landing page itself.

If people are visiting your page, but aren’t converting visitors into leads, that means there is something wrong with your landing page.

However, if your ads aren’t even getting clicked and driving people to your landing page in the first place, then that means there is something wrong with your ads.

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Google PPC Launch Checklist For Small Business

Use this powerful tool while sending paid Google traffic to your landing pages.

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Choice – Or Lack There Of!

Unlike a website with multiple navigation options, a landing page minimizes choices. This simplicity guides visitors toward the intended conversion path, reducing decision fatigue.

No navigation. No where to go, except taking your desired action, like filling out the data capture form.

There are no distractions or other elements on these sales pages.

Landing Page - Benefits of Landing Pages - JP Marketing

The Benefits of Using an Effective Landing Page

Improves Your Conversion Rates

As discussed, a well-optimized landing page significantly improves conversion rates. By presenting a clear and compelling offer with a focused CTA, visitors are more likely to take the desired action.

In our experience, having multiple landing pages to segment your traffic instead of all traffic going to one will improve your conversions.

Simplifies Campaign Measurement

Landing pages simplify campaign measurement by providing a dedicated space to track specific metrics.

This focused approach enables marketers to analyze the success of individual campaigns with precision.

You’ll need different types of landing pages for different offers and different marketing campaigns.

Focused and Targeted Messaging

Landing pages allow for tailored messaging that resonates with the target audience. A good landing page must address the goals, needs, and challenges of the the potential customer.

This customization enhances engagement and builds a connection with potential customers.

Allows Room for Experimenting

Landing pages provide an ideal environment for A/B testing. Marketers can experiment with different elements, such as headlines, images, and call to action buttons, to determine the most effective combination.

Landing Page - Anatomy of a High-Converting Landing Page - JP Marketing

The Anatomy of a High-Converting Landing Page

No Navigation Links on Your Landing Page

Landing pages have fewer links than a A high-converting landing page eliminates distractions by removing navigation links.

This keeps visitors focused on the primary goal without the option to navigate away.

In many cases, removing a navigation bar from your landing page can increase conversions by 100%!

Effective Headlines and Supporting Copy on Your Landing Page

Compelling headlines and persuasive copy are crucial. They should clearly communicate the value proposition and encourage visitors to explore further.

An effective way to communicate the supporting copy is to use bullet points as much as possible.

People skim web pages. My recommendation is to ensure your landing pages are big blocks of text that create mental blocks while reading.

A Compelling Call-to-Action Button on Your Landing Page

The Call to Action (CTA) button is the linchpin of a landing page. It should stand out, use action-oriented language, and clearly convey what action the visitor is taking – and quickly, meaning above the fold, as well as throughout the page.

Landing Page - Call to Action Button - JP Marketing Associates

Engaging Images and Media

Visual elements, including a hero image, supporting images and videos, help to capture attention and convey information more effectively than text alone.

Adding media, like a compelling video, to your landing pages can increase conversions by 86% compared to those without.

A Short Opt-In Form

The opt-in form should be concise, requesting only essential information. Long forms can deter potential leads and create more barriers to entry.

Strong Trust Indicators

Trust indicators, such as security badges, certifications, social proof, and customer testimonials, instill confidence in visitors, increasing the likelihood of conversion.


Including testimonials from satisfied customers adds credibility and builds trust. Real-world experiences resonate with potential customers creates that social proof.

Security Indicators

Security is paramount. Clearly display security indicators, assuring visitors that their information is safe.

Statistical Proof

This one is optional and completely depends on what you are offering. But if applicable, use data and statistics to reinforce your claims.

Tangible proof adds credibility and persuades visitors of the value you offer.


If applicable, showcase any industry awards or recognitions your business has received. This enhances your credibility and positions you as an authority.

How to Promote Your Landing Pages

Landing Page - How to Promote Your Landing Pages - JP Marketing Associates

Paid Search Campaigns

Leverage search traffic campaigns by appearing in the top search engine results to drive targeted traffic to your landing pages. Google Ads are a great way to use search engines to your advantage beyond organic traffic from Google.

Utilize carefully selected keywords and compelling ad copy that send prospects to a dedicated landing page.

You may set up multiple ad groups within Google Ads and use different types of landing pages for different purposes, and different search traffic.

How many landing pages you use depends on how many different offers, different audience segments, and your budget.

Creating landing pages with landing page builders, like ClickFunnels, makes building a squeeze page much easier than it has ever been.

RELATED: Online Lead Generation (2024 Strategy Guide)

Paid Social Media Campaigns

Don’t just rely on existing page followers and existing customers. Tap into the power of social media by running paid campaigns on platforms like Facebook, Instagram, or LinkedIn.

For lead generation landing pages, this is a much stronger strategy than simply using organic social media posts.

Social ads have incredible demographic data and can reach specific demographics and psychographics, increasing the relevance of your landing pages.

Social media posts are a strong way to build a following, but about only 10% of your followers actually see your posts on Instagram – that’s why a paid strategy is crucial in modern times.

Free Download

Google PPC Launch Checklist For Small Business

Use this powerful tool while sending paid Google traffic to your landing pages.

Download this resource

Email Campaigns

Incorporate a landing page into your email marketing strategy. Direct recipients to dedicated landing pages for exclusive offers, newsletters, or product launches.

You may even create a landing page that builds your referral machine strategy so that your existing clientele can help build your business.

You can have one landing page for your most engaged client list, and other landing pages for the ones who you haven’t done business with in quite some time.

There are so many ways to use your email list and incorporate landing page marketing campaigns to generate leads.

Strong Landing Page Examples: Who is Doing it Right? (They Worked On Me)

Landing Page - Asana Landing Page Examples 2 - JP Marketing


Asana – A Project Management Tool

Asana effectively uses landing pages for product launches. Their clean design, compelling copy, and clear CTAs contribute to a seamless user experience.

Take particular notice of simplicity of the landing page.

Simple headlines, simple images, and a simple form – it just works. And it doesn’t feel like intrusive or like it needs anything more. There are even trust indicators at the bottom to build that social proof.

This landing page worked on me, and I’ve been using Asana for about 4 years now. This landing page has converted more than 100,000 paying organizations worldwide.

Landing Page - HubSpot Landing Page Examples - JP Marketing Associates

HubSpot – A CRM Marketing Platform

HubSpot employs landing pages for various campaigns. Their landing pages are well-optimized, focusing on lead generation and showcasing the value of their services.

You can see they’re desired action that they want you to take – Get a Free Demo. That’s articulated in the big bold headline.

Popular features are listed in point form for easy readability, and there is even a few trust indicators with that sentence at the very bottom.

Landing page types can vary, as you may notice that the opt in form is a little more robust than the Asana example; but they’ve found success by asking for a little bit more from their leads.

I’m sure they have A/B tested this into the ground over years to finely tune what works.

HubSpot has done such a phenomenal job building their SEO strategy and crafting helpful content, that this landing page converts leads from search engines with both Google organic traffic and paid traffic strategies.

Landing Page - SEMRush Landing Page Examples - JP Marketing Associates

SEMRush – A Keyword Research Tool

SEMRush demonstrates a high-converting landing page. It effectively communicates the value of its product, incorporates social proof, and guides visitors toward the desired action – to enter your desired domain, keyword, or URL.

That way, you can see the power of using the tool for free. They were able to create a landing page that makes it easy to start using their tool right away, while also showcasing that it is trusted by some of the world’s leading brands.

This one did work on me as well, as it has helped me craft compelling content, research the best keywords to find strong blog topics and social media topics to post about.

Overall, it has helped me help my clients build very impressive content and improve their websites.

You can start your free trial here.

The Bottom Line – Ensure Your Campaigns Use Landing Pages

Integrating landing pages into your marketing strategy can significantly enhance campaign effectiveness.

Whether you’re aiming to generate leads, promote a product, or launch a new service, the focused and customizable nature of landing pages makes them a powerful tool for small businesses and realtors alike.

By adhering to best practices and continually optimizing your approach, you can unlock the full potential of landing pages in your online marketing initiatives.

Now that you’ve gained insights into the power of these focused tools, it’s time to take your marketing strategy to the next level.

At JP Marketing Associates, we understand the importance of effective landing pages in boosting your online presence and driving conversions.

If you’re feeling inspired but unsure where to start or if you want to refine your existing landing pages, we’re here to help.

Ready to Transform Your Campaigns? Claim Your Free Strategy Session!

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Effectively build your online presence with a personalized strategy session from JP Marketing Associates.

We’ll discuss your goals, analyze your current strategies, and provide actionable insights to elevate your landing pages.

Claim Your Free Strategy Session Now and let’s embark on a journey to enhance your online success!

Feel free to reach out if you have any questions or if you’re ready to make a positive change in your digital marketing strategy.

We look forward to collaborating with you and contributing to the transformation of your landing pages.

About The Author

Johnny Pomykacz is the CEO & Founder of JP Marketing Associates. He specializes in carefully crafting sophisticated digital experiences for individuals and small businesses in the real estate and healthcare space.

Book a meeting with Johnny to start building your landing pages.

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