Types of landing pages and when to use them

From lead generation to click-through landing pages, not all landing pages are created equal. Learn the main types, review examples, and understand how to choose the right one for your goals. When someone clicks on an ad or link, where they land often determines whether they sign up, buy a product, or leave the page. That’s why choosing the right landing page type when setting up a marketing campaign is just as important as the traffic source. In this article, we’ll look at the main types of landing pages, show you where you can use them in your campaigns, and highlight the elements that make each type effective. Why the Right Type of Landing Page Matters Every landing page has one goal: to move the visitor closer to conversion. But not all conversions are the same. Sometimes, you aim for an immediate sale. Other times, the goal is softer: to collect an email, generate interest, or guide potential customers toward a webinar. That’s why a single universal landing page is not enough. Each type of landing page must be designed for a specific role in the sales funnel: Top of Funnel (TOFU): attract attention and capture leads Middle of Funnel (MOFU): nurture interest and provide proof Bottom of Funnel (BOFU): create urgency and close the sale By choosing the right type of landing page for a specific stage of the funnel, visitors feel that the page is made just for them. And when the user experience matches their intentions, they are more likely to become your customers. Types of Landing Pages Now that we understand the importance of different landing page types, let’s review them one by one. Sales Landing Page A sales landing page is the most direct of all types. Its purpose is simple: close a sale or secure a subscription. This type is ideal when promoting something specific, such as: Product launches Seasonal discounts Direct sales campaigns (when the brand sells directly to customers through its own website rather than through Amazon or other retailers) The key feature of sales landing pages is that every element is focused on a specific transaction: Benefit-oriented copy (not just a list of features) explaining not only what the product does but why it matters to the buyer Proof of reliability, such as testimonials showing real results Pricing tables for easy comparison of options Urgency triggers like countdown timers or “Only three left” messages to encourage immediate action Squeeze Page (Single-Page Landing, Capture Page) The main goal of a squeeze page is to obtain the visitor’s contact information, usually an email address. Unlike a commercial landing page, this page does not ask the user to make a purchase. Its task is to encourage the visitor to share their data for further engagement and communication. A single-page landing is especially effective in lead collection campaigns where the offer is light but valuable to the user. Examples include a free e-book, newsletter subscription, or useful checklist. Key characteristics of a capture page: Minimalist design that removes distractions Concise text sufficient to demonstrate the value of the offer A single clear call-to-action (CTA) placed in an expected and convenient location This format simplifies the subscription process and maximizes conversion by focusing the user’s attention on the key action. Splash Page A splash page appears before a user reaches the main site. It is a quick message or “checkpoint” between a click and the content. The purpose of this page is not to sell or directly capture leads but to convey a single important message before accessing the main website. Splash pages are often used for announcements, product presentations, or age verification: Age check on a winery website (“Are you over 21?”) Product launch announcement (“New launch drops Friday. Stay tuned”) Event announcement (“Registration now open for our annual summit”) Typically, a splash page contains one message and vivid graphics, minimal navigation, and is often not indexed for search engines. Microsites and Long-Form Landing Pages Sometimes, a single page is not enough to present all the necessary information. If you are promoting a simple e-book, one short page may be sufficient. But when offering a complex software platform or a luxury product, visitors need more details before taking the desired actionMicrosite A microsite is a mini-site created around a specific campaign, product, or theme. Unlike a standard landing page, a microsite may consist of multiple interconnected pages, such as “Agenda,” “Speakers,” “Registration” for a conference, or “Features,” “Testimonials,” “Pricing” for a product presentation. Microsites are ideal for creating a complete, interactive experience that stands apart from the main website and gives the campaign its own space for audience engagement. They allow you to: Tell the story of a campaign or product in more detail Use different content formats—video, animations, interactive elements Present additional information without overloading the main site Increase user engagement through a sequential and logical presentation of material Long-Form Landing Pages Long-form landing pages remain on a single URL but scroll deeply to fully convey information and the value of an offer. They are especially effective for: Complex products or SaaS solutions requiring detailed explanation Luxury items or premium services where the user needs to see all benefits before purchase Major events or product launches requiring step-by-step engagement The purpose of long-form landing pages is to guide the user step by step through the decision-making process, answering questions like: What is being offered? — clear presentation of the product or service Why does it matter? — demonstrating benefits and value for the user How does it work? — explaining features, mechanisms, or usage processes Why should you trust it? — confirmation through testimonials, case studies, guarantees, and other social proof elements Long-form landing pages are ideal when the user needs more information and evidence to make a decision, with all key elements—from features to CTAs—integrated into a logical page structure. Microsites vs. Long-Form Landing Pages At first glance, microsites and long-form landing pages may seem similar: both allow you to tell a fuller story and build trust. However, the delivery method differs. Lead Generation Pages Purpose: to collect visitor information to continue communication later. Instead of immediately selling, these pages request data (name, email, company) in exchange for something valuable, such as a free trial or product demo. Characteristics: Clear headline explaining the benefit (“Get your free social media strategy template”) Short description of value Form with minimal required fields Click-Through Page A click-through page acts as a bridge. It does not ask the visitor to buy or sign up immediately but prepares them, usually before redirecting to a pricing or checkout page. Purpose: convince the visitor by explaining value, highlighting benefits, and making the offer feel like a natural next step. Key elements: Simple design Persuasive copy focused on one core benefit Clear and prominent CTA Webinar Registration and Product Launch Pages A webinar registration page aims to collect sign-ups for a live or virtual event. Similarly, a product launch page focuses on sign-ups or pre-orders for a new release, such as a software update, gadget, or feature. Unlike other lead generation pages, webinar and product launch pages are tied to a specific timeframe, meaning urgency is built in from the start. These pages provide clear details: what is happening, when it happens, and why it matters, with a strong CTA to secure participation before the event or launch ends. A webinar page typically highlights: Speakers Agenda Learning outcomes A product launch page emphasizes: Product features Visuals Pre-order details Both types of pages aim to convert interest into action quickly. How to Choose the Right Landing Page for Your Campaign Goals Each landing page type has a purpose, but the key is alignment. The page must match both your campaign goals and the visitor’s stage in the funnel. If these factors don’t align, you risk losing visitors before they act. Top of Funnel (TOFU): increase awareness and capture leads At this stage, people are just discovering your brand. They do not yet trust you and are not ready to buy. The best approach is to make the value obvious. Suitable page types: Squeeze pages: remove distractions and focus on a simple exchange—usually an email for a newsletter or free resource. Simplicity reduces friction and makes it easy to say “yes.” Splash pages: effective for announcements (new product or upcoming event) without requiring deep engagement. Middle of Funnel (MOFU): nurture interest and educate Visitors at this stage know their pain points and are comparing solutions. They need proof and reassurance before taking the next step. Suitable page types: Lead generation pages: for more substantial offers, like free trials. Visitors are willing to provide more details for something that moves them closer to a solution. Click-through pages: act as a bridge. Instead of overwhelming visitors with forms or prices, show benefits, visuals, and a clear CTA (“Start free trial”), preparing them for conversion. Microsites and long-form landing pages: ideal for complex offers. A luxury purchase requires explaining features, addressing objections, and proving quality. This depth builds trust and keeps potential customers engaged. Bottom of Funnel (BOFU): convert with urgency At this stage, deals are closed because visitors are almost convinced—they just need a final push. Suitable page types: Sales landing pages: use urgency triggers, testimonials, pricing tables, and prominent CTAs to guide visitors toward the transaction. Product launch pages: turn excitement into action. By showcasing features, visuals, and pre-order buttons, they give buyers all the reasons to act before the launch window closes. SEO Landing Page vs. PPC Landing Page Not all landing pages receive traffic in the same way. SEO landing pages: designed to rank in search results and attract visitors organically over time. PPC landing pages: designed for paid campaigns where every click costs money. At first glance, both look similar—focused, conversion-driven pages—but the strategy behind them differs. Programmatic Landing Pages at Scale So far, we’ve discussed landing pages created individually for SEO or PPC. But what if you need hundreds of pages? This is where programmatic landing pages come in. Instead of creating each page manually, they are generated automatically using templates and a database of variables. Platforms like SEOmatic, Yext, or landing page builders such as Unbounce and Instapage can handle this. Conclusions Choosing the right type of landing page is critical to the effectiveness of marketing campaigns. TOFU: focus on engagement and lead capture through simple, clear pages—squeeze or splash pages. MOFU: visitors need education, proof, and preparation for a decision—lead generation, click-through pages, microsites, and long-form landing pages are ideal. BOFU: urgency triggers, product details, and strong CTAs are crucial—sales and product launch pages perform best. Differentiate SEO and PPC landing pages depending on traffic source, and for a large number of target locations, use programmatic landing pages. The main rule: create a page according to the campaign goal and funnel stage. The right type of landing page increases conversions, reduces visitor loss, and makes the user experience smooth and effective. And we do all of this for you — from selecting the optimal landing page type to full implementation, funnel-specific setup, and campaign launch. You receive ready-made solutions that work and deliver results. Contact us today. Read this article in Ukrainian.