Anatomy of a Landing Page: How to Build Landing Pages in 2024

Josephine Cheng

Josephine Cheng

What is a Landing Page?

Like its namesake, a landing page is where a visitor “lands” after clicking on a link in an email, or ads from search engines or social media. It is a standalone web page created specifically for a marketing or advertising campaign. More often than not, it serves as the entry point to your website.

Unlike other web pages which typically have many goals and encourage exploration across the site (more on that later), effective landing pages are designed with a singular focus in mind, known as a call-to-action (CTA). The specific “action” can range from signing up for a newsletter, to downloading a white paper, to making a purchase, to registering for a webinar.

It is this purpose-driven approach that allows a landing page to maximize the impact of your marketing efforts and plays a crucial role in converting visitors into leads or customers.

Why Use Landing Pages?

Landing Page Examples

Now that we know what a landing page is, let’s dig into the weeds of why you would even want to adopt one. To be clear, the specific benefits of a great landing page vary according to the type of landing page you use. Across the board, however, there are five primary benefits:

1. Optimized Conversion Rates

First and foremost, landing pages are by nature streamlined and user-friendly, providing visitors with clear and targeted messaging that’s been customized to match the specific needs and interests of their audience segment.

This means that visitors can receive relevant content which resonates with them and better encourages them down the marketing funnel, thus increasing engagement and conversion potential.

2. Builds Trust And Credibility

Trust is the foundation for any successful business, and a well-designed landing page provides the perfect platform for building that credibility with your site visitors.

Elements such as relevant content, valuable incentives, and a smooth user experience contribute towards web visitors’ satisfaction and confidence in their interactions with your business. Not to mention, a good landing page often includes testimonials, customer reviews, and social proof, which further strengthens your brand’s credibility in the eyes of your visitors.

3. Boost Brand Awareness

A well-designed landing page showcases your brand identity and helps you establish a strong presence in the market. By featuring attractive visuals, relevant content, and a seamless user experience, you can ensure that your brand stands out to site visitors and creates a positive first impression.

With that added layer of familiarity and awareness, brands can greatly boost their visibility and reach through landing pages.

4. Improved Lead Collection

Landing pages often include sign-up forms to capture visitor information such as names, emails, and other contact details. Once signed-up, a visitor is able to access various brand resources such as educational ebooks, a trial of the product, or tools and templates for free.

While this does not yield an immediate purchase, it is invaluable for building your email marketing campaigns, nurturing leads further down the customer journey, and tailoring marketing efforts to your audience’s needs in the long run.

5. Enhanced Ad Performance

If you are currently running ads, or have been thinking of running ads for your site, then this benefit is for you. By linking your ads directly to relevant landing pages, you can create a seamless user journey from the ad to awareness to consideration to conversion. The visitor won’t have to search through your site, and can instead be instantly guided to the most relevant pages addressing their query.

As a result, landing pages are vital for improving ad performance, reducing bounce rates, and increasing the chances of achieving your campaign goals.

6. SEO Advantages

On the flip side, optimized landing pages can also improve your site's organic search engine ranking without any paid advertising campaigns. Best practices such as incorporating relevant keywords in your landing pages, optimizing your meta descriptions and page slugs, and publishing high-quality content can all help boost your landing page’s ranking in search results and drive organic traffic to your site.

7. More Analytics-Driven Insights

Tracking your landing pages allows you to follow specific metrics like traffic, click through rate, conversion rates, bounce rates, and user engagement, and identify any areas where performance is subpar.

These metrics can be accessed in linked Google Analytics, Google Search Console, or SEMRush account. They provide valuable data on what content works and what doesn’t, so you can make more informed decisions on how to fine tune your marketing strategies.

Types of Landing Pages with Examples

Now that we’ve covered the range of benefits that a landing page can offer, let’s talk about the different types of landing pages. Each landing page type serves a specific purpose across different ecommerce websites. As a result, the definition of what qualifies as a “conversion event” for each page can vary greatly.

Here are the most common landing pages types with examples:

1. Product Landing Pages

Purpose: To showcase a single product with in-depth information and a clear call to purchase.


  • High-resolution images and videos
  • Detailed product descriptions and specifications
  • Customer reviews and ratings
  • Prominent CTA buttons like "Buy Now" or "Add to Cart"

Landing Page Example: Nike’s Invincible 3

Product Landing Page Example

2. Category Landing Pages

Purpose: To highlight a range of options within a relevant category, so visitors can easily browse and locate what they need.


  • Organized layout with varying filtering options (e.g., type, price, brand)
  • High-quality images and concise product descriptions
  • Links to individual product pages

Landing Page Example: Patagonia’s Men’s Jackets and Vests

Category Landing Pages Examples

3. Lead Generation Pages

Purpose: To collect visitor information for lead generation and future marketing efforts.


  • Forms to capture user details (e.g., name, role at work, email address)
  • Resources such as access to free ebooks, blogs, discounts, product trials, or tools
  • Strong value propositions and CTAs encouraging sign-ups

Landing Page Example: HubSpot's Free CRM Signup Page

Lead Generation Landing Page Examples

4. Sales or Promotional Landing Pages

Purpose: To drive sales for specific promotions, discounts, or seasonal sales events by creating a sense of urgency.


  • Eye-catching banners and countdown timers
  • Prominently displayed discount codes and promotional offers
  • Featured products and bold CTAs

Landing Page Example: Callaway’s Memorial Day Sales

Sales Promotional Landing Page Examples

5. Click-Through Landing Pages

Purpose: Provide detailed information about a product or offer to warm up potential customers, before directing them to a separate page to complete the purchase.


  • Engaging content and visuals explaining the product or offer
  • Clear CTA leading to the main conversion page
  • Minimal distractions to maintain focus on the CTA

Landing Page Example: Apple’s Iphone

Clickthrough Landing Page Example

6. Event Registration Pages

Purpose: To promote a relevant event for the brand and encourage visitors to register or attend.


  • Event details including date, time, location, and agenda
  • Speaker biographies and event highlights
  • Registration forms and CTAs to sign up

Landing Page Example: Figma’s Config 2024

Event Registration Page Example

7. Splash Pages

Purpose: Also known as pop-ups and overlays, these pages are meant to capture visitors' attention immediately upon entering the site to direct them to the main content, which can be anything from product pages to blog posts.


  • Minimal content, usually with only a simple message or image
  • A clear CTA to enter the main site or specific section
  • Often used for age verification or special announcements

Landing Page Example: InspiredGo’s Free Delivery Offer

Splash Landing Page Example

8. Advertorials

Purpose: A blend of advertising and editorial content that provides valuable information to the reader while subtly promoting a product or service.

Key Features:

  • Informative content written in an editorial style; mimics content format and style by official publishers
  • Integrates product or service promotion within the content
  • Builds trust by providing value beyond a straightforward ad

Landing Page Example: Pfizer’s Washington Post article on COVID-19

Advertorial Landing Page Example

9. Listicles

Purpose: To present information in a quick, easy-to-read format, often used to highlight tips, reasons, or best-of selections.

Key Features:

  • Organized in a numbered or bulleted list format.
  • Written in a concise manner that is easy to skim and digest quickly.
  • Engaging headlines that draw in readers.
  • Often includes images or graphics for better engagement.

Landing Page Example: Chomps

Chomps Listicle Example

Landing Pages versus Other Web Pages

Landing pages are not to be confused with product pages, nor home pages. Here are the key differences between each, and the scenarios in which they are best used.

Landing Page versus Home Page

Home Page Example

A landing page is a standalone web page created specifically for a marketing or advertising campaign, designed with a single goal in mind—such as capturing leads, driving sales, or promoting a particular product or service. It’s typically free of distractions, featuring a clear call-to-action (CTA) that guides visitors towards conversion.

In contrast, a home page serves as the default entry point to a website and provides a broad overview of what the site offers. It includes navigation links or menus to various sections of the site, such as “Products”, “Services,” ”About,” and “Contact Information,” and aims to guide users to various parts of the site based on their interests.

Landing Page versus Product Page

Product Page Example

A product page is a detailed page within an online store that provides comprehensive information about a specific product, including descriptions, specifications, pricing, customer reviews, and calls to purchase like "Add to Cart" or "Buy Now." While a landing page is designed specifically for marketing campaigns and hones in a single, clear call-to-action (CTA), the purpose of a product page is to educate the viewer, rather than drive immediate action.

Oftentimes, we may see landing pages promoting a singular product, creating a product landing page. In this case, the product landing page and the product page are the same; they both serve to educate the customer on a product or service with a clear call to purchase.

In short, while landing pages can be product pages depending on the content presented, product pages cannot be landing pages.

How to Create a Landing Page

Landing Page Template Example on Replo

When it comes to creating and designing a great landing page, there are 5 key components that help define user experience and drive towards conversions.

As a rule of thumb, you should ensure that each landing page includes:

1. A Headline/Hero Section

As the first thing that visitors see when they land on your page, the headline or hero section sets the tone for the rest of the page. It defines your audience’s first impression of the brand.

When done right, the hero image should serve as the hook that captures their attention and encourages them to explore your product offering. A compelling headline should be clear, concise, and convey the core benefit or value proposition of your product or service.

2. Multimedia Assets

High-quality images, videos, and graphics play a significant role in engaging visitors and enhancing their understanding of your product or service. Not only does it help communicate complex information more quickly, it also creates a richer, more immersive viewer experience.

Finally, multimedia design can be an especially powerful tool for expressing your brand and its character in a way that words alone can not.

3. Product Descriptions

The product description provides detailed information about the features, benefits, and specifications of your product or service, thus addressing any knowledge gaps that a visitor might have before making a decision.

A well-crafted product copy should be clear, concise, and persuasive, focusing on how the product can meet visitors' needs and further build customer trust in your offering. Including bullet points, subheadings, and easy-to-read formatting can enhance readability and ensure that key details are not missed.

4. Customer Reviews and Testimonials

Customer reviews and testimonials are powerful tools for building credibility and trust. They provide social proof to visitors that your product or service delivers on its promises to customers, and can significantly influence purchasing decisions.

While it is important to highlight authentic and positive feedback, ratings, and testimonials to reassure visitors about the product and your brand, it’s also vital to only use genuine and candid testimonials so as to not jeopardize your business’ credibility.

5. A Call-To-Action (CTA)

The call-to-action (CTA) is arguably the most critical component of a landing page. It directs visitors towards the next step you want them to take, whether it’s making a purchase, signing up for a newsletter, downloading a resource, or any other conversion goal.

An effective CTA should be clear, compelling, and easy to find, and uses action-oriented language like “Buy Now,” “Get Started,” or “Download Free Guide” to create urgency. In addition, the design of the CTA button should stand out from the rest of the page, leveraging contrasting colors, prominent font, and strategic placement to draw attention.

Best Practices for Landing Page Optimization

Landing Page Design Example

The 5 components we covered form the base of your page design. What comes after, however, is implementing the landing page best practices required to take the content and functionality of your page to the next level.

Here are 9 core steps on how to improve your landing page design:

1. Fast Page Speed

No one likes a page that takes forever to load. Slow page loads lead to a poor user experience, and also frustrates visitors and increases bounce rates.

To optimize page speed, minimize file sizes, use efficient coding practices, and leverage browser caching. Compress images and videos without compromising quality, and use a reliable hosting service to handle traffic spikes.

2. Clean and Consistent Design

Apply a clean, visually appealing layout to guide visitors’ attention to key elements like the headline, product information, and call-to-action (CTA). Not only does this streamline visitors’ experience of the page, it also helps communicate the character of your brand.

Make sure to keep the page decluttered to avoid overwhelming the visitor, and don’t be afraid to use white space to let your content breathe. Stick to a consistent design theme that aligns with your brand, and use contrasting colors for CTA buttons to make them pop.

3. Persuasive Written Content

Any written content on your landing page should be clear, concise, and persuasive. The language should be simple and direct, but still impactful enough to effectively communicate the value proposition, benefits, and personality of your brand.

To streamline your landing page copy, use headings and subheadings to break up longer chunks of text and make it easy to scan. Avoid jargon and unnecessary fluff in your writing to simplify your language. When it comes to structural organization, bullet points or call-outs can help highlight key features and benefits for your audience.

4. High Quality Visuals

Complement your written content with high resolution and well-designed visuals that can further highlight your message. This includes using images and videos to showcase your product in action, highlight its features, and demonstrate its benefits.

Not only do quality visuals add to the aesthetic appeal of a page, they can also help audiences absorb complex information in a faster and easier way. A popular example includes video sales letters which are embedded in landing pages and directly promote the product in a longer form video format. To enhance user engagement even more, feel free to add interactive elements like sliders and hover effects.

5. Iterative Testing

The work is not over once a page is published. In fact, it’s just begun. Once a page is live, it is crucial to conduct continuous testing on landing page performance, as it allows you to make data-driven decisions to refine your landing page even more.

Steps include: conducting A/B tests to compare different versions of your page; testing variations of headlines, images, CTAs, and layout designs; using heatmaps, user studies, and marketing analytics to understand user behavior and pinpoint areas for improvement.

6. Optimize for Search

Search engine optimization (SEO) ensures your landing page can be easily found by potential customers and attracts organic traffic. Tools such as Google Analytics, Google Search Console, and SEMRush are both great for monitoring the performance of your landing pages in organic search.

To boost your SEO, use relevant keywords in your headlines, subheadings, and throughout the content. Optimize meta descriptions and title tags to improve search engine rankings, include alt text for images, and last but not least, make sure your URL is clear and descriptive.

7. Streamline the User Journey

When it comes to a successful landing page, simplicity is key. This means avoiding unnecessary elements that can distract or overwhelm visitors and designing the entire page to hone in on a single objective—driving users towards the CTA. In addition, your landing page should have straightforward navigation and require only minimal clicks to complete an action.

8. Be Mobile Friendly

Now more than ever, users are accessing landing pages and websites through their mobile devices. As a result, it is vital to ensure your landing page looks and functions well across all formats, including smartphones and tablets, so you can continue capturing leads, regardless of the device they use.

Build With Landing Page Templates In Replo

Now that you’re familiar with the what, why, and how behind landing pages, you can begin building high converting landing pages for your own ecommerce website.

If you’re looking for an easy-to-use, no-code drag and drop landing page editor that offers all the flexibility and functions necessary to fully customize your site, then Replo’s landing page builder is the perfect fit for you. It’s quick to use, customizable, and directly integrates with your Shopify store, so you can better turn your site into an acquisition funnel that converts.

While you can dive into building pages from scratch, we’d recommend starting out with our collection of hundreds of landing page templates inspired by top brands and high converting pages. Browse through them to get started and save time by adapting a template (or however many as you like) for your own site.

Best of all, Replo comes with a community of Experts and Builders for hire and 24/7 support to help you make the most out of Replo. For more informational resources on all topics related to marketing and ecommerce—from comparison shopping engines to dropshipping to Shopify queries—check out our blog!

Visit us to get started, or reach out to schedule a demo with us. Join our Slack community and follow us on X to stay updated.

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