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Last updated: October 29, 2026
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What Is a Landing Page? (2027) Types, Examples and How to Build One
A landing page is a standalone web page built for one goal, such as collecting email sign-ups, booking demos or selling a product. Visitors usually arrive from an ad, an email, a social post or a search result, and the page asks them to take a single action. Unlike a homepage, which points people in many directions, a landing page removes distractions so more visitors do the one thing you want. Email tools such as Kit, MailerLite and HubSpot include landing page builders, so you can make one without a developer.
- One page, one goal, one main call to action.
- Two main types: lead generation (collects contact details) and click-through or sales (sends visitors to buy).
- Core parts: headline, short explanation, benefits, proof, form or button.
- Free builders: Kit, MailerLite and HubSpot include landing pages on free plans.
- Measure the conversion rate: actions divided by visitors.
Landing page vs homepage
| Landing page | Homepage | |
|---|---|---|
| Goal | One action | Introduce the whole business |
| Navigation | Usually removed or minimal | Full menu |
| Traffic | From a specific campaign or source | From everywhere |
| Content | Focused on one offer | Covers everything you do |
| Success measure | Conversion rate | Engagement, clicks to other pages |
A homepage has to serve every visitor. A landing page can speak to one group with one offer, which is why it usually converts better for a campaign.
Types of landing pages
Lead generation pages
These ask for an email address or other details in exchange for something useful: a guide, a checklist, a webinar seat or a free trial. They are the backbone of building an email list.
Click-through pages
These explain an offer and send visitors to a checkout or sign-up page. Online stores often use them for a single product or a seasonal offer.
Sales pages
Longer pages that sell a product, course or service directly, with detailed benefits, answers to objections and a buy button.
Waitlist and launch pages
Simple pages that collect emails before a product launches.
Event and webinar pages
Pages with the date, the agenda, the speakers and a registration form.
What to include on a landing page
- A headline that states the benefit in plain words.
- A short subheadline that explains what the visitor gets.
- One image or screenshot that shows the offer.
- Three to five benefits, written for the visitor rather than about you.
- Proof, such as genuine reviews, client logos you're allowed to use, or numbers you can back up.
- A form or button with a clear label, such as "Send me the checklist".
- A short line on privacy and what happens next.
- Answers to two or three common questions near the bottom.
Leave out the main navigation menu, extra links and anything that competes with the main action.
Landing page example you can adapt
> Headline: The 20-point email checklist for small online stores > > Subheadline: Find the gaps in your welcome, cart and post-purchase emails in 15 minutes. > > Benefits: See which emails you're missing. Get subject line ideas for each. Learn the timing that most stores use. > > Form: [Email] [Send me the checklist] > > Small print: One email with the checklist, then a weekly tip. Unsubscribe anytime.
Replace the details with your own offer. Keep the promise specific and keep the form short.
How to build a landing page
- Choose the goal and the single action.
- Pick a tool. Your email platform is often the easiest choice, since sign-ups go straight to your list.
- Start from a template close to your goal.
- Write the headline first, then the benefits, then the button text.
- Connect the form to a list or tag and set up a welcome email.
- Preview on a phone, since many visitors arrive from social apps.
- Publish on your own domain or subdomain if the tool allows it.
- Send traffic from one source and measure the conversion rate.
Tools that build landing pages
| Tool | Landing pages | Free plan | Entry paid price |
|---|---|---|---|
| Kit | Templates, forms, sign-up incentives | Up to 10,000 subscribers | Creator $33/month at 1,000 subscribers (annual) |
| MailerLite | Drag-and-drop builder, templates | 250 subscribers | Comfort from $12/month |
| HubSpot | Landing pages linked to the CRM | Free CRM for 2 users | Starter $7/seat/month (annual) |
| GetResponse | Landing pages and funnels | Limited free account | Starter about €13/month at 1,000 contacts (annual) |
| Brevo | Landing pages on higher plans | 300 emails/day | Starter from about $9/month |
For creators, Kit's free plan is the easiest place to start. For small businesses that also want automations, MailerLite is a strong choice. If you already track leads in a CRM, HubSpot keeps the page, the form and the contact record together.
Build a landing page with MailerLite → Free for up to 250 subscribers · Affiliate link
How to measure a landing page
Conversion rate is the share of visitors who complete the action. If 400 people visit and 60 sign up, the conversion rate is 15%. Rates vary a lot with the offer, the traffic source and how well the page matches the ad or email that sent people there. Compare your page with its own past results and test one change at a time.
| What to test | Example |
|---|---|
| Headline | Benefit-led vs question-led |
| Offer | Checklist vs short email course |
| Form length | Email only vs email and first name |
| Button text | "Get the checklist" vs "Send it to me" |
| Proof | With and without a customer quote |
Landing pages and SEO
Many landing pages are built for paid or email traffic and don't need to rank. If you want a page to rank in search, give it more depth: a clear title, useful content around the offer and links from other pages on your site. Use our on-page SEO checklist before you publish.
Common mistakes
- Several offers or buttons competing on one page.
- A headline about your company instead of the visitor's benefit.
- Asking for too many form fields.
- A message that doesn't match the ad or email that sent people there.
- Slow pages with heavy images, especially on mobile.
- No follow-up email after the sign-up.
Terms explained
- Call to action (CTA): the action you ask visitors to take.
- Conversion rate: actions divided by visitors.
- Lead magnet: a free resource offered in exchange for contact details.
- Message match: keeping the page consistent with the ad or email that sent visitors.
- Above the fold: the part of the page visible before scrolling.
Landing page checklist
Headline with a clear benefit, one call to action, a short form, proof, mobile test, fast loading, a thank-you page and a follow-up email. Tick each before you send traffic.
Our verdict
A landing page is the simplest way to turn a campaign into results: one offer, one message and one action. Build it in the email tool you already use, keep the form short, match the page to its traffic source and track the conversion rate. Kit and MailerLite let you publish one for free today.
How we compiled this guide
This guide reflects common conversion and email marketing practice. The example page is an original illustration. Tool plans come from official pricing pages checked October 30, 2026.
FAQ
What is the purpose of a landing page?
To get visitors to take one action, such as signing up, registering or buying.
Is a landing page the same as a website?
No. A landing page is one page focused on a single goal; a website has many pages for many purposes.
Can I make a landing page for free?
Yes. Kit, MailerLite and HubSpot include landing page builders on their free plans.
How long should a landing page be?
Short for simple offers like a free checklist; longer for expensive products that need more explanation.
Do I need a domain for a landing page?
No, most tools host the page on their own subdomain, but a custom domain looks more trustworthy.
What is a good landing page conversion rate?
It varies by offer and traffic; compare your page against its own history and improve it step by step.
Sources
Official pricing and feature pages of Kit, MailerLite, HubSpot, GetResponse and Brevo, checked October 30, 2026.