Launching your first set of landing pages is a major milestone for your business, albeit a rather puzzling one if this is your first go. You might be asking yourself:

What type of pages should I build?

What is the primary goal of each page?

What type of content belongs on each page?

What do I expect to gain from my landing pages?

All this and more will be answered. Below, we’ve broken down the top five landing pages essential to any growing business — create one (or more!) and get a running start on delivering your value to the world.

1) Lead Capture Page

Before you can market yourself and your products/services, you need to gather leads to market to. This is done with a landing page that features a compelling lead magnet and a strategically placed opt-in form that fulfills one key objective: get visitors to willingly give you their contact info in exchange for a reward or free content. A lead capture page — also known as a squeeze page — is the topmost entry point into your sales funnel. Once you’ve captured leads, you may market to them via email and various other channels (with written consent) and are well on your way to nurturing them to a sale in the near future.

Lead Capture Page Goal: Work prospects into your sales funnel by incentivizing them to fill out your lead capture form.

Lead Capture Page Checklist

  1. Headline: A compelling headline to grab visitors’ attention.
  2. Lead Magnet: A brief description of your free offer and the value you provide. Bullet points are a plus.
  3. Media: Any supporting media (image or video) helps boost conversions on your page. Place media above the fold for maximum effectiveness.
  4. Lead Capture Form (Embedded or Pop-up): Without lead capture forms, you aren’t capturing prospects any time soon. The fewer fields leads have to fill out to claim their reward, the more likely they are to convert.
  5. CTA: Your call to action is the most important part of your page. A clear call to action (CTA) tells your leads precisely what they’ll get when they click on it. Your CTA button needs to practically pop off the page!
  6. Social Share Buttons: Give your page visitors the opportunity to share your offer with their friends and cohorts.
  7. No Navigation: Avoid distraction and increase conversions by removing all navigation menus and outbound links from your page. This keeps your visitors focused on one thing: your offer.
TIP: Message Match: Make sure the headline on your lead capture page matches the messaging on any banner ad, email message, or social media ad that directs them to this page.
WebDAM does an awesome job of incorporating all the elements of an effective lead capture page.

2) Sales Page

Simply put, if you have a product or service to sell, a sales page is your means to that end. Whether you’re selling a digital or physical product or a 1-on-1 coaching session, the sole purpose of your sales page is to inform visitors of the value and benefits of your product, thereby enticing them to make a purchase. Sales pages can come in varying lengths — short form or long form — depending on product price and complexity.

Goal: Guide leads to your order page for purchase.

Sales Page Checklist

  1. Headline: A powerful headline and subheadings grab visitors’ attention and gets them to read on, whether merely skimming your page or consuming the entirety of your content.
  2. Offer: The offer copy is the most important part of your sales page. This is your golden opportunity to get visitors excited and persuade them to buy from you. When appropriate, a high quality video may take the place of long-form offer copy.
  3. Social Proof: Including testimonials on your sales page helps build trust in your product and brand.
  4. Sales Video: A demonstration of your product, its benefits, and the pain points it addresses do wonders for instilling buyer confidence.
  5. Graphical Media: Graphic elements showcase your product visually as well as reiterate the value you’re delivering.
  6. CTA: A bold CTA should be immediately visible upon landing on your sales page and clearly indicate where a customer should click to get to your order page to buy from you.
TIP: Add graphics and images that serve as visual cues to guide visitors step-by-step through your landing page.

3) Order Page

Once your sales page has wowed a potential customer enough to decide to buy, they’ll click through to your order page on which they’ll make the purchase final by filling out your order form.

Goal: Convert leads and page visitors into paying customers.

Order Page Checklist

  1. Headline: Make the purpose and intent of your order page obvious.
  2. Order Form: An order form captures your customers’ payment information.
  3. Social Proof: Include a short testimonial alongside your order form.
  4. Guarantee: Often a big selling point, a guarantee instills trust in your brand.
  5. Security Seals: Assure your customers that their payment information is safe in your hands.
  6. Contact Number: Assure your potential customers of your availability so they know they can reach a human being should they have any questions.

4) Content Delivery Page

Content comes in many forms: PDFs, embedded videos, page copy, etc. If you’ve made a promise to deliver content to your leads or customers — possibly a free digital download or part of a paid membership site — you’ll need a content delivery page. Typically accessible to leads and customers post-purchase or post opt-in, content is either embedded on the page or downloadable via an on-page download button. Content delivery pages often have dual purposes as they’ll serve to both capture leads and deliver content simultaneously.

Goal: To deliver your valuable content, as promised in your offer, to whomever requested or purchased it.

Content Delivery Page Checklist

  1. Headline: A headline to remind anyone who lands on this page what they’re getting.
  2. Content/Product Teaser: A teaser for new, unreleased or related content.
  3. Download Button: A bold download button to guide visitors to their content should a downloadable file be part of the deal.
  4. Embedded Content: Content embedded (text or video) directly on the page is a surefire way to deliver requested content when a file download isn’t necessary or available.
  5. Details of Content Provided: As with any page, explainer copy ensures page visitors don’t forget why they’re there or what they’ve come to claim.

5) Thank-You Page

After someone fills out a form on any of your pages, whether they’ve completed a purchase, opted in or performed any other action worthy of recognition, your best course of action is to drop them onto a thank-you page. At first glance, a thank-you page is merely an instrument of expressing gratitude to leads and customers in big, bold letters (for performing a desired conversion), but in order to get the most out of these conversions, the page goes well beyond saying thanks. Someone who has reached your thank-you page is at a level of heightened engagement with your business. Linking to other valuable content or special offers for your products at this stage of the customer lifecycle is a proven lead nurture method that can expedite the process of turning leads into sales and customers into repeat business.

It’s appropriate to drop leads and customers onto a thank-you page when they’ve:

  • Subscribed to your newsletter
  • Downloaded an ebook
  • Registered for a live event or webinar
  • Signed up for a product demo
  • Signed up for notifications on a coming soon page
  • Even when they apply for a job on your website.

Goal: To further nurture your relationship with your leads and customers post conversion.

Thank-You Page Checklist

  1. Thank-You Headline: A message of gratitude both confirms the conversion and acknowledges the person responsible.
  2. Links to Content: Breadcrumbs to your next sale or links to content further nurture your leads beyond the initial conversion.
  3. Product Offer (Optional): A thank-you page makes a great gateway to your storefront.

Social Share Buttons: Engaged leads and satisfied customers are prone to sharing their experience with the world.

This ONTRApages content delivery page template (Ballard) offers its content via a download button.



About Martin Cogburn

Martin Cogburn, ONTRAPORT's Senior Content Strategist, cherishes and strives to master the art of great storytelling. Originally from Frankfurt, the German native attended UCSB after growing up in the Santa Barbara area. Martin wears multiple hats in his role at ONTRAPORT: story producer, blog author, scriptwriter, and content curator -- all of which get his creative juices flowing. On top of that, he's an avid film enthusiast. Name any movie and there's a pretty good chance Martin can tell you all about it.