What is a landing page? Definition in 2025

La Landing page plays an essential role in converting visitors into qualified leads. But what is a landing page?

In the universe of digital marketing, in particular theInbound marketing, It is a web page created specifically for a single purpose: to convert a visitor into a customer or lead.

Optimized to capture attention from the very first moment, the landing page directs the visitor to the desired action, whether filling out a form, downloading a document, registering for a service, or buying a product. Its aim is to maximize the conversion rate through a clear, relevant and engaging offer.

Used in targeted marketing campaigns, landing pages are designed with every element, from the catchy title to the call to action button, aimed at encouraging the visitor to take action.

This article written by our Webflow agency will explore landing pages in detail, their types, uses, and how to create and optimize them for your marketing goals.

What is a landing page? Definition

One Landing page, or landing page, is a web page designed specifically for convert visitors into leads or customers. It is often the point of arrival after clicking on a link in a digital marketing campaign, such as Google, Facebook, Instagram, or Twitter. These pages stand out for their ability to Guiding the visitor towards a specific action, such as filling out a form, subscribing to a newsletter, or making a purchase, thanks to adapted content and a call to action (CTA) effective.

They are equipped with key elements such as catchy titles, high-quality images, images, testimonials, trust badges, and videos, which together build credibility and encourage engagement. Unlike traditional web pages, a landing page focuses on a single objective or message to maintain visitor interest and encourage conversion.

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Example of using a landing page

Landing pages serve a variety of marketing purposes and can be used effectively in a variety of contexts. Here are a few examples:

Example 1: The Soulcial Suite — Kristen Bousquet Kristen Bousquet launched a Landing page to “The Soulcial Suite”, its online community. This page is designed to answer the questions of prospects through detailed sections on the offer, including testimonies And success stories. Son user-friendly design and the use of engaging visual elements reinforce the identity of the community. Its creation was carried out with the support of a [Webflow agency], who was able to capture the essence of the brand in the design of the page.

Example 2: Senna Filter created a landing page for its “Online Course Institute” that stands out for its personal storytelling. The page describes the course content in detail, emotionally engaging visitors and encouraging them to buy through a personal tone.

Example 3: The “Happier” app, developed by Derek Haswell and Ben Rubin, has a landing page with captivating visuals, including images, gifs, and videos, as well as testimonies to demonstrate the effectiveness of the meditation and well-being app.

Example 4: Amanda Schonberg designed a landing page for “Baking for Business,” using various forms of social proof to teach bakers how to succeed in business. Clear CTAs and screenshots of available resources encourage immediate enrollment.

Example 5: Matt Barker offers a landing page for his “The Digital Copywriter” course, with a catchy title and a section to clarify the suitability of the course for the needs of visitors. Positive reviews from previous students add an extra layer of credibility.

These examples illustrate the versatility of landing pages in achieving a variety of goals, from generating leads to selling products or services, to building communities. Each page is finely optimized to capture attention and lead visitors to the desired action in an effective and engaging manner.

Landing page vs classic web page

Understand the fundamental differences between a landing page and a classic web page is essential, because they aim at distinct goals and adopt different design approaches.

Objective and Purpose

La Main difference is in the objective of each page. A landing page is specially designed for Convert visitors in leads or in sales, aimed at a specific action. In contrast, a traditional web page, such as the home page, provides an overview of a company's offerings and activities, allowing for broader exploration.

Conception and Design

The design of a landing page is clean and direct, without distractions, focusing attention on the main call to action (CTA). Classic web pages, on the other hand, are rich in information, with navigation menus, links, and various sections for extended navigation.

Navigation and Content

Landing pages often limit or exclude the navigation menu to minimize distractions and guide you to the desired action. Classic web pages offer structured menus, facilitating access to information and navigation on the site.

SEO and Visibility

In terms of SEO, landing pages are generally less efficient because they contain less content and do not target organic search engine traffic. Full websites benefit from a better visibility thanks to their rich and varied content.

Use in Marketing Campaigns

Landing pages play a key role in specific marketing campaigns, such as paid ads and social media campaigns, by directing visitors to the content they want and increasing conversion rates. Classic web pages attract traffic from a variety of sources, including search engines and social networks.

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The different types of landing pages

Les Landing pages play a major role in digital marketing strategies, each of which is designed to meet specific objectives. Let's explore the main types of landing pages and how they work together.

Squeeze Landing Page

La Squeeze landing page is refined, aimed mainly at collecting visitors' email addresses or setting appointments. These pages often offer exclusive content or an attractive offer, such as an ebook or a subscription to a newsletter, in exchange for the visitor's contact information.

Splash Landing Page

La Splash landing page, or home page, appears before the main content and is used to communicate an important announcement, gather basic information, or filter visitors, for example by asking them to choose a language or country.

Lead Generation Landing Page

These pages are dedicated to collecting contact information, in return offering valuable content such as a webinar or discounts, to transform visitors into prospects.

Video Landing Page

Les Video landing pages captivate attention with a video, often without playback controls, requiring viewing until a form or call to action is revealed.

Click-Through Landing Page

These pages, simple and straightforward, provide the necessary information about an offer to encourage the visitor to continue with a more significant conversion.

Sales Page Landing Page

Intended to convert visitors into buyers, these pages highlight benefits and customer testimonials to encourage buying.

Advertorial Landing Page

Simulating news articles, these pages set the stage for visitors who are less familiar with the offer, by providing value before heading to a sales page.

Lead Magnet Landing Page

They promise added value, such as coupons or webinar registration, in exchange for contact information.

Pre-Launch Landing Page

Used before the official launch of a product or service, they generate interest and allow you to build an email list.

Thank You Landing Page

These pages thank the visitor for their action, offering additional instructions or next steps, while strengthening customer relationships.

Unsubscribe Landing Page

They facilitate the management of unsubscriptions, offering options for adjusting email preferences or confirming unsubscription.

Referral Landing Page

Designed to encourage sharing among visitors, these pages offer rewards for successful referrals.

404 Landing Page

Turn a mistake into an opportunity with a personalized 404 page, guiding lost visitors to relevant content or special offers.

Each type of landing page is carefully designed to integrate into different stages of the sales funnel, optimizing conversion rates and helping to achieve marketing goals.

What is the purpose of a landing page?

One Landing page has as its main objective to convert visitors into leads or customers, motivating them to take a determined action. Let's discover its goals and key functions together:

• Conversion of visitors into leads: The fundamental objective of a landing page is to convert web traffic into qualified leads. This can be achieved by encouraging visitors to fill out a form, sign up for a newsletter, download free content (lead magnet), or sign up for an event. These actions make it possible to collect contact information from prospects, facilitating their integration into the marketing funnel for future follow-up.
• Sale of products or services: Landing pages, or sales pages, aim to sell a specific product or service. They highlight benefits, features, and customer testimonials to encourage visitors to make a purchase, thereby helping to convert hot leads into loyal customers.
• Promotion of specific actions: These pages target the promotion of a unique action, such as downloading an eBook, registering for a webinar, or accessing a special offer. By focusing on a single action, they reduce distractions and guide visitors to the desired action.
• Alignment with marketing goals: Landing pages play an important role in supporting marketing goals, whether for a product launch, a lead generation campaign, or a promotional offer. Every element, from design to message, is carefully optimized to maximize results.
• Simplifying the user journey: By eliminating distractions, landing pages offer a clear and simplified journey for users, putting forward a unique value proposition and a compelling call to action (CTA), thus minimizing any barriers between visitor interest and conversion.

In conclusion, the purpose of a landing page is to facilitate the conversion visitors through specific actions, of sell products or services, and of support marketing goals by making the user journey as smooth as possible.

Where to put a landing page?

When you develop a Landing page, it is essential to position it strategically to optimize its visibility and efficiency. Here are some key places where to integrate your landing page links on your website for maximum impact:

• In the Footer: Your site footer is a common space for adding links to your landing pages. This allows visitors, once they have finished browsing your site, to discover your offers by clicking on these links. This is particularly relevant for offers that are not directly visible on the home page.
• On the Resource or Product Pages: These pages are perfect for integrating links to your landing pages, as they often list various products or services. For example, you could add buttons to register for webinars or download specific content.
• In the blog posts: Blog posts are great places to insert calls to action (CTAs) that lead to your landing pages. Placing a CTA at the end of an article allows interested readers to click for more information. Make sure that the CTA and the landing page are closely linked to the topic of the article.
• In the Banners: Banners, and in particular “sticky” banners that remain visible when scrolling the page, offer excellent visibility. They can be placed at the top, bottom, or sides of the page and contain CTAs like “Start my free trial” or “Buy now,” directing visitors to the appropriate landing page.
• In the Pop-ups: Pop-ups are an effective and minimally intrusive method of promoting your landing pages. You can set them to appear after a certain period of browsing or when the user is about to leave the site. These pop-ups may offer special promotions or incentives to encourage visits to your landing pages.
• In Emails and Marketing Campaigns: Incorporating links to your landing pages into your email and social media marketing campaigns can direct traffic directly to your conversion pages, increasing the chances of conversion. Make sure that the links are visible and that the calls to action are compelling.

By positioning your landing page links wisely in these locations, you can increase the visibility of your offers and boost your conversion rates.

Where do you distribute a landing page?

Strategically Distribute Your Landing Page

After designing your Landing page, it is essential to disseminate strategically to reach your target audience and maximize your conversion rates. Here are some recommended channels and approaches to optimize your visibility:

• Online ads (Google Ads, Facebook Ads, LinkedIn Ads)
• Email marketing (newsletters, automated campaigns)
• Social networks (organic posts, stories, sponsored posts)
• Content marketing (blog articles, videos, podcasts with links to the landing page)
• SEO and backlinks for optimal natural referencing

For those who are aware of the importance of Cost of a showcase site, integrate a Landing page directly on the site can represent a economic and effective strategy to attract and convert potential customers.

Online ads

Online advertising campaigns, such as SEA (Search Engine Advertising) on search engines like Google, and SMO (Social Media Optimization) on social platforms such as Facebook, LinkedIn or Twitter, are effective vectors for directing traffic to your landing pages. These ads make it possible to target specific audiences, increasing the chances of conversion by redirecting users directly to your conversion page.

Email Marketing

Including links to your landing pages in your newsletters and email marketing campaigns is a powerful strategy. This targets prospects and customers who are already engaged with your brand, which can dramatically increase conversion rates. Be sure to personalize emails and use CTAs (Call to Action) clear and convincing.

Content marketing

Blog posts, social media posts, and other marketing content are ideal for promoting your landing pages. Include links to your pages to draw readers' attention and encourage them to take action. THEsearch engine optimization (SEO) can also help your pages appear in relevant search results.

Social networks

Social networks offer an excellent means of distribution for your landing pages. Maintaining a regular presence on these platforms helps you build an audience and promote your offers in a targeted manner. Use posts, stories, and groups to share links and encourage conversions.

Site navigation

Integrate links to your landing pages into your website navigation, including in the main menu, footer, or via well-placed pop-ups. These links should be visible and easily accessible to allow visitors to find your landing pages effortlessly.

Partnerships and influencers

Collaborating with other websites or influencers can be an effective method for distributing your landing pages. Influencers can share your connections with their audience, while partnerships with other sites can help you reach new audiences.

Reference campaigns

Referral campaigns, encouraging your current customers to recommend your services to friends or colleagues, can include links to your landing pages. Offer rewards for successful referrals to motivate the sharing of your links.

By exploiting these distribution channels, you ensure maximum visibility for your landing pages among your target audience, thus improving your conversion opportunities.

How do you create a successful landing page?

Avoid distractions on the page
To maximize the effectiveness of your landing page, it is essential to keep it clean and free of distractions. This means removing any elements that may distract your visitors from the main objective: conversion. Avoid external links, navigation buttons to other sections of your site, and menus. A clean page loads more quickly, improving the user experience and making it easier to understand and interact with the page.

Include the right items
An effective landing page should include several key elements. A captivating title and a compelling subtitle are essential to communicate the value of your offer at first sight. Use an engaging description and visual materials, such as images or videos, to increase engagement. Customer testimonials and trust badges boost your credibility and encourage visitors to take action.

Work on the design
The design of your landing page is decisive for its success. Use engaging design elements, such as colors and images that capture attention, to guide the visitor to conversion action. Make sure that the call to action (CTA) buttons stand out clearly from the bottom of the page. Experiment with different button colors, locations, and sizes to identify the most effective configuration.

Choosing the right tool

The choice of the tool for creating landing pages is crucial to optimize your design process and maximize your conversions.

Platforms like Landingi or Wix offer intuitive interfaces And customizable templates, adapted to your brand. These tools make it easy to create landing pages without coding skills and integrate easily with other marketing tools, simplifying management and optimization of your campaigns.

For those who want to go further, a [Webflow training] can be an excellent investment, allowing you to acquire advanced knowledge in web design And in user interactions.

Do A/B testing
A/B testing is an essential method for optimizing your landing page. It consists of testing different versions of your page to determine which one generates the most clicks and conversions. Identify what to test, such as the title, CTA, or images, and split your traffic across versions. Analyze the results to adopt the most efficient version. This approach allows you to base your improvements on concrete data and increase your conversion rates.

By applying these strategies, you will be in a position to create high-performing landing pages that contribute to achieving your marketing goals and maximizing your conversion rates.

How to analyze a landing page?

The analysis of a Landing page is an essential process for improving efficiency and maximizing conversion rates. Here are the key steps and metrics to consider when analyzing your landing page:

Analyzing a landing page makes it possible to identify the factors that affect its performance and to take measures to improve them. This analysis covers the three phases of the landing page experience: orientation, conversation, and value exchange.

Essential Landing Page Metrics to Track

• Bounce Rate: The bounce rate shows the percentage of visitors who leave the page immediately after visiting it. A high bounce rate may mean that the page does not meet visitors' expectations or that it is too complex.
• Conversion by Source: This metric allows you to see which traffic sources are generating the most conversions. This can help optimize your advertising campaigns and target the most effective channels.
• Conversion Rate: The conversion rate is the most important metric because it shows the percentage of visitors who take the desired action. A high conversion rate means that your landing page is effective.
• Time on Page: The time spent on the page indicates how much time visitors spend on your landing page. High weather can be a positive sign, but it needs to be put in context with other metrics to avoid misinterpretations.
• Users Flow: User flow analysis shows how visitors navigate your landing page. This can reveal friction points or areas where users leave the page.

Use Google Analytics is a powerful tool for analyzing the performance of your landing page. You can track the metrics mentioned above and get detailed insights into user behavior on your page.

Use specialized tools like Landing Page Analyzer - Official Or the Landing Page Analyzer by Ralf van Veelen can help you comprehensively evaluate your landing page. These tools analyze various aspects such as content quality, design, persuasive elements, and user experience. They provide detailed reports and suggestions for improving the performance of your page.

Les A/B and multivariate tests are essential methods for optimizing landing pages. These tests allow you to determine which variations improve conversion rates by comparing different versions of the page.

The steps for testing a landing page

1. Define goals: Decide what you want to achieve with your test.
2. Formulate hypotheses: Create hypotheses about changes that could improve performance.
3. Create variants: Develop alternative versions of your landing page.
4. Perform A/B or multivariate tests: Use tools to compare the performance of different versions.
5. Allocate traffic: Divide traffic between different versions of the page.
6. Collect and analyze data: Gather the data and analyze it to determine which version is the best performing.
7. Implement and optimize: Implement results-based changes and continue to optimize.
8. Repeat the process: Continue to test and improve based on the results.

By following these steps and using the appropriate tools and metrics, you can significantly improve the performance of your landing page and increase your conversion rates.

Create a landing page for free with Webflow

Webflow offers a practical and free solution to create personalized and professional landing pages without requiring coding skills. Learn how to create a landing page for free with Webflow:

Account Registration and Setup
To get started, register on Webflow using your Google account or by creating an account with your email address. After registering, you will access the Webflow interface, ready to create your landing page. Discover our Webflow training in 2025!

Model Selection or Design From Scratch
Webflow provides a variety of free landing page templates. Go to the dashboard, click “New Site,” and choose a template that fits your needs. You can also opt to create a landing page from scratch using Webflow's design tools.

Customizing the page
After choosing or creating your template, customize your landing page. The navigation panel on the left allows you to add items such as sections, containers, and grids. Also incorporate basic and typographic elements like blocks, lists, buttons, titles, and links.

Connecting Collection Fields
If you use the Webflow CMS, connect the elements on your page to the fields in your collection. This will make your landing page easy to update and customize, by drawing content from fields defined in the CMS.

Preview and Publish
Before publishing, preview your landing page on various devices to ensure its responsiveness. Webflow allows you to preview in desktop, tablet, and mobile formats. Once satisfied, click “Publish” to get your page up and running in seconds.

Integrations and Other Features
Webflow makes it easy to integrate marketing and analysis tools like Google Analytics, thus improving the performance of your landing page. You can also configure forms and manage your site settings via the settings panel.

By following these steps, you can create a professional and effective landing page for free with Webflow, without the need for coding skills.

Create, analyze and optimize your landing pages with Webflow

Webflow offers a comprehensive suite of tools for create, analyze and optimize your landing pages, making it possible to maximize conversion rates and improve the user experience. Here's how you can use Webflow to achieve these goals:

Creating Landing Pages
Webflow makes it possible to create personalized and professional landing pages without requiring coding skills. You can choose from a variety of free landing page templates or start from scratch using Webflow's drag-and-drop interface. This interface includes elements such as images, buttons, divs, forms, and text fields, making it easy to create your page.

Performance Analysis with Webflow Analyze
Webflow Analyze is an integrated tool that allows you to track visitor interactions with your landing page. It provides detailed insights into user behavior, including traffic per page, engagement rates, bounce rates, and navigation paths. This data helps you understand how visitors interact with your pages and identify areas for improvement.

Optimization with Webflow Optimize
Webflow Optimize is a powerful tool that allows you to perform A/B tests, personalize content and dynamically optimize the elements of your landing page. You can create and test multiple variations of your page elements, such as titles, images, and calls to action, to identify which ones work best with your audience. AI optimization also makes it possible to adjust content in real time based on the behavior and characteristics of visitors.

Integration with Other Marketing Tools
Webflow allows easy integration with other marketing tools, such as HubSpot. This integration allows you to personalize content based on user behavior and preferences, and to track the performance of your campaigns in a unified way. You can use HubSpot A/B testing tools to test different versions of your page and determine which version is performing best.

Real-Time Customization and Adaptation
Webflow Optimize and Webflow Analyze work together to provide you with real-time insights and personalization capabilities. You can show personalized content based on the type of device, geographic location, or referral source of visitors. These features help create a more engaging user experience and maximize conversion rates.

Suggested Optimization Workflow
To optimize your landing pages effectively, start by establishing basic metrics and key KPIs, such as traffic, bounce rates, and conversion rates. Then use Webflow Analyze to track visitor interactions and identify areas for improvement. Conduct A/B tests with Webflow Optimize to determine the best performing variations and adjust your content based on the results obtained. By using these tools and strategies, you can create, analyze, and optimize your landing pages effectively with Webflow, which will allow you to maximize your conversion rates and improve the user experience.

Features

Webflow offers a range of functionalities designed to simplify and make more effective the creation, management and optimization of your landing pages. Let's discover together the major advantages of Webflow:

Visual Editor and Web Design
Webflow provides you with an intuitive visual editor, facilitating the design and creation of websites without requiring coding skills. With its drag-and-drop interface, you can easily organize the structure of your site, add content, and customize the design according to your preferences. This tool makes it possible to bring your creative ideas to life, even without programming expertise.

Content Management System (CMS)
The Webflow CMS is powerful and designed for easy management of the content of your site. It allows you to update texts, images, and other items without the intervention of developers. Supporting dynamic content, such as dynamic lists and collections, it enhances the interaction and personalization of your site.

Third-Party Integrations and Applications
With Webflow, you can easily integrate third-party applications via the Webflow Marketplace. The Webflow Apps feature offers over 115 diverse applications, covering areas ranging from content management to e-commerce, security, and marketing automation. These integrations expand the possibilities of your website, making it perfectly adapted to your needs.

Analysis and Optimization Tools
Webflow Analyze is a comprehensive analysis tool, offering an in-depth view of the performance of your site. It provides valuable insights into traffic, user engagement, and load times. Ideal for designers, developers, and marketing teams who want to optimize their site and improve the user experience.

Webflow Optimize is an advanced optimization tool, allowing you to perform A/B tests and dynamically adjust the elements of your site based on the data collected. It helps personalize content according to user behavior and preferences, improving conversion rates.

Natural referencing (SEO)
Webflow is optimized for SEO, integrating tools and functionalities to strengthen the visibility of your site in search engine results. It makes it easy to define Title and Meta Description tags for each page, and supports SEO best practices to improve your positioning.

Collaboration and Workflow Management
Webflow's CMS makes collaboration and workflow management easy. It allows multiple team members to contribute simultaneously, with real-time updates. The ability to assign roles and permissions ensures effective content management while ensuring security.

Hosting and Exporting
Webflow offers you the possibility to publish and host your projects directly on its platform. You also have the freedom to export your site to another host to put it online. This flexibility gives you total control over publishing and hosting your website.

In short, Webflow provides an all-in-one solution for creating, managing and optimizing your landing pages, making the process more efficient and more intuitive.

FAQ - Landing page

What is the difference between a landing page and a home page?

One Landing page is a web page created specifically for a specific marketing objective, such as encouraging visitors to take a specific action (conversion). It is designed to focus attention on this goal without distractions. Conversely, a home page is the digital face of a business, offering an overview of what the business offers, with various navigation options.
 

How do you measure the effectiveness of a landing page?

To assess the effectiveness of a landing page, it is important to follow key metrics such as bounce rate, conversion rate, time spent on page, and number of unique visitors. This data helps to understand user engagement. The realization of A/B testing is also recommended to optimize page performance.

 

What are the essential elements of a landing page?

An effective landing page should include a catchy title, a persuasive subtitle, an engaging description, visual supports (images or videos), customer testimonials And trust badges. One call to action (CTA) button clearly visible is essential to guide the user to the desired action.

 

Does a landing page have to have a form?

No, the use of a form on a landing page depends on the objective pursued. While some landing pages collect information via a form to generate leads, others may be aimed at directly selling a product or promoting an event, without requiring a form.

What is the best tool for creating a landing page?

Choosing the ideal tool to create a landing page depends on your specific needs and your level of expertise. LeadPages, Wix, Unbounce, and Instapage are popular options, each offering unique features, like drag-and-drop creation or advanced SEO and marketing options.

How long does it take to create an effective landing page?

The time required to design a landing page varies according to its complexity and your experience. With platforms like Webflow or Wix, it is possible to create a page in a few hours through the use of templates. However, optimization and A/B testing could require an additional investment of time.

Do you have to do SEO for a landing page?

Yes, SEO optimization is essential for a landing page in order to improve its visibility and attract qualified traffic. This includes optimizing technical aspects and strategically targeting keywords in page content to increase conversion rates.

Can a landing page be used for an advertising campaign?

Absolutely, landing pages are frequently used in advertising campaigns to direct visitors to targeted content and encourage specific action. They are a key tool for measuring and optimizing the effectiveness of an advertising campaign.

Conclusion - Landing Page Definition

In summary, a Landing page represents a key tool of digital marketing, designed specifically to transform visitors into leads or customers. To achieve this goal, it is essential to design a clean page, incorporating essential elements such as captivating titles, engaging visuals, and customer testimonials.

The adoption of tools like Webflow simplifies the creation and optimization of these pages, by offering the possibility of conducting A/B tests and integrating SEO and marketing functionalities.

‍Key Points to Remember :

• Specific objective : Each landing page must have a specific objective, whether it is converting visitors into leads or sales.
• Design and Content : A clean design combined with engaging content is vital for capturing and maintaining visitor interest.
• Creation Tools : Platforms like Webflow offer comprehensive solutions for creating, analyzing and optimizing landing pages.
• Analysis and Optimization : Performance evaluation and the application of A/B tests are essential to boost conversion rates.

Call to action : Armed with this knowledge, it is time to take action. Create your landing page using the tools and techniques mentioned above.

Remember to test and optimize regularly to maximize your performance. Share your experiences and successes in the comments, and don't hesitate to ask for help if you encounter difficulties. Start improving your marketing campaigns today with effective landing pages!