What is a Landing Page?

A landing page is a standalone web page designed for a single purpose: to convert visitors into leads or customers. Unlike regular website pages, landing pages have one focused goal and one call-to-action.

Landing Page vs Homepage

Homepage

Multiple goals
Navigation to other pages
General information
Multiple CTAs

Landing Page

Single goal
Minimal/no navigation
Focused message
One CTA

Types of Landing Pages

Lead Generation

Goal: Collect email/contact info
Offer: Free resource, newsletter, trial
CTA: "Get the guide", "Sign up"

Click-Through

Goal: Warm up for purchase
Offer: Product information
CTA: "Learn more", "Start trial"

Sales Page

Goal: Direct purchase
Offer: Product or service
CTA: "Buy now", "Get started"

Coming Soon

Goal: Build waitlist
Offer: Early access
CTA: "Join waitlist"

Landing Page Anatomy

Above the Fold

Headline: Clear value proposition
Subheadline: Supporting detail
Hero image/video: Visual of product
CTA button: Primary action

Below the Fold

Social proof: Logos, testimonials
Benefits: What they get
Features: How it works
FAQ: Address objections
Final CTA: Repeat the action

Best Practices

Headlines

Be specific about the benefit
Address the target audience
Keep it short (10 words or less)

Bad: "Welcome to Our Website" Good: "Save 10 Hours a Week on Scheduling"

CTAs

Use action verbs
Create urgency
Reduce risk

Bad: "Submit" Good: "Start Free Trial - No Credit Card"

Social Proof

Real testimonials with photos
Specific results
Recognizable logos
User counts

Design

Clean, minimal layout
Lots of whitespace
Mobile-responsive
Fast loading

Creating Landing Pages

With Spawned

"Create a landing page for [product] that helps [audience] achieve [outcome]. Include hero section, 3 benefits, testimonials, FAQ, and email signup."

Other Tools

Carrd (simple, cheap)
Framer (beautiful)
Webflow (powerful)

Measuring Success

Key Metrics

Conversion rate: Visitors who take action
Bounce rate: Visitors who leave immediately
Time on page: Engagement level

Good Benchmarks

Conversion rate: 2-5% (lead gen), 1-3% (sales)
Bounce rate: Below 50%

Key Takeaways

Landing pages have ONE goal
Every element should support that goal
Clear value proposition above the fold
Social proof builds trust
Test and iterate

What is a Landing Page? Complete Guide