There are essentially 3 categories of landing pages. The choice of which is largely dependent on the specific strategies and goals of the campaign. - Standalone Landing Pages: These are typical of specific promotions or specific products or services. - On-Site Landing Pages: These often include the homepage or service or product pages. - Microsites: These are typically small, multi-page websites with a single focus and a built in sales funnel. Each of those categories come in multiple flavors (the 6 Styles) 1 - Squeeze Pages: The objective of a “squeeze” page is to capture the contact information of the visitor to harvest the lead at a later time or as part of a scheduled lead nurturing strategy. An example of lead nurturing might be setting up a series of pre-written emails that would be automatically sent to the consumer over a period of weeks, building up interest and culminating in a sales pitch or special offer. 2 - Infomercial Landing Pages: These come in a couple of different flavors, but you’ve probably seen the ones that resemble the old style sales letter that is mostly text and sensationalism. Just like the classic late night infomercials on TV, they try to verbally make their case as to why you can’t live without their product or service. They typically scroll in perpetuity punctuated only by periodic offers you can opt-in to and thus put yourself out of your pain by succumbing to their offer. 3 - Viral Landing Pages: The goal extends past merely converting your visitors into customers, but to enlist them to tell their friends as well. It might be a funny video or a game that is somehow branded to your company via a subtle logo or product placement as part of a greater branding campaign. 4 - Microsites: Yes, the Cadillac of landing pages because it requires a bit more commitment. This is essentially a mini website with its own URL and custom design. These are often the destination of choice for larger investments in the form of paid advertising such as Pay-Per-Click, print and TV ads. 5 - Product Specific Landing Pages: This is a very common, but useful type of landing page because it probably already exists. Typically just an existing page on your website that contains all the information on a specific product or service. 6 - Homepage: Typically has the lowest conversion rate because the home page is like the index in a book. It’s the jump-off point for the entire contents of the rest of the site. As such, it is unfocused by nature. Suggested Reading: Digital Minds: 12 Things Every Business Needs to Know About Digital Marketing http://amzn.to/17uSp0x The book not only covers Landing Page Design, but 11 other essential aspects of Digital Marketing. Visit our website at: www.KreativeWebworks.com

1. The 6 Styles of
Landing Pages…
and when to
use them

2. The 6 Types of Landing Pages
Squeeze
Pages
Homepage
1
6
Product
Specific
Pages
2
5
3
4
Microsites
Infomercial
Landing
Pages
Viral
Landing
Pages

3. Squeeze Pages
What is a Squeeze Page?
The objective of a “squeeze”
page is to capture the contact
information of the visitor to
harvest the lead at a later time
or as part of a scheduled lead
nurturing strategy.

4. Squeeze Page Example
Simple & Clever.
Great use of colors
too

5. What is an Informational Landing Page?
Like a Sales Letter or late night
Infomercial production, the
objective is to make your case
(in long form) as to why the
viewer can’t live without your
product or service.
©2012 RAM. All rights reserved.

6. Infomercial Landing Pages
A well designed
infomercial landing page is
so engaging that you find
yourself past the point of
no return. The consumer
eventually invests so much
effort into following the
narrative that they are on
pins and needles just
waiting for the offer.
Yep… that is one
long jpg!

7. Viral Landing Pages
Let someone else do the work
The goal extends past merely converting your
visitors into customers, but to enlist them to
tell their friends as well.

8. Viral Landing Pages
This is “Incentive based” and
doesn’t really cost the
company anything. The more
people you invite, the sooner
you get access.
This is called a “Viral Loop”

9. Viral Landing Pages example
Example: Viral Landing Page

10. Microsites
Microsite example
Essentially a mini website
with its own URL and
custom design.
Typically focused on a
single product or product
line.
Often the destination of
choice for larger investments
like paid advertising.

11. Product Specific Landing Pages
One Product… One Message
Typically just an existing page on your website
that contains all the information on a specific
product or service.

12. Product
Specific
example
Clear imagery
showing that the
software can run
on desktop and
mobile
Clear call to action
with supporting
statements to aid
conversion
Clear typography
that highlights the
key benefits and
two testimonials
©2012 RAM. All rights reserved.

13. Home Page…The lazy man’s Landing Page
Generally it has the lowest conversion rate
because of excessive distractions and lack of
focus. Can be effective with well designed
navigation.

14. Home Page as a Landing Page
This example is almost a micro-site
because it is so focused on one
service and minimal destinations

15. Home Page as a Landing Page
•
•
•
•
The focus is on a single message.
The icons and short descriptions attract your attention and are quickly digested.
The 5-star review icon and link on the lower right is a good credibility piece.
The social icons on the bottom show that they are engaged.

16. Home
Page as a
Landing
Page
This is an actual
Home Page to a
full site (note all
of the navigation
on the top)
Also note the
eye is drawn to
the more simple
3-bucket
navigation that
sends the visitor
to their area of
interest
©2012 RAM. All rights reserved.

17. Learn more at
www.KreativeWebworks.com