Landing page optimization tips: 6 types of pages every business needs to grow

Kavin Patel

Updated: Feb 23, 2024 · 11 min read

Person's hand navigating Keap's CRM and small business automation platform

You’re likely familiar with the look and feel of a sales-focused landing page. However, there are several other types your small business should use.

When you publish multiple landing pages aligned with your distinct audiences, you're giving your brand a higher probability of generating revenue. Let's discuss the different types of landing pages you need to scale, plus landing page optimization tips for each category.

Landing pages at a glance

What is a landing page?

A landing page is a standalone web page designed for a specific purpose: to present an offer and provide a pathway to conversion. This path could include opting in, scheduling a demo, getting a free report, joining a newsletter, or purchasing a product. A landing page aims to persuade visitors so they become qualified leads and customers.

  • Landing pages have an average conversion rate of 2.35%, yet the upper 25% convert at 5.31%. The top-performing ones achieve an 11.45% conversion rate or higher. (Wordstream)

  • Social proof, such as testimonials, increases conversion rates by 34% (VWO).

  • Using real images of your team on landing pages can increase conversions by 35% compared to using stock photos (MarketingExperiments).

These statistics underscore how important it is to invest time and resources into landing page optimization. These pages are crucial ingredients in a lifecycle automation strategy that nurtures leads, drives conversions and boosts revenue growth.

6 types of landing pages small businesses need

1) Premium content

Purpose: Showcase valuable content and deepen your audience’s connection with your brand.

A premium content landing page helps you distribute an asset such as an ebook, free report, checklist or exclusive case study. When a visitor engages with your page and you relate to their needs, you can start building a relationship.

Connecting this educational content to a helpful follow-up campaign invites them to deepen their connection with your brand, eventually escalating into a sales conversation or product purchase.

Best practices:

  • Maintain a singular focus: Ensure your landing page has a single, clear offer. Make it easy for the visitor to grasp what’s being offered and what they need to do. Remove any doubts about what they get in exchange for their contact information.

  • Deliver valuable content: The offered asset should provide real, tangible value to your visitor. If the content is high-quality, users are more likely to share their contact information or make a purchase.

  • Use consistent branding: Align your landing page's look, feel and tone with your brand and the asset you're offering. This helps increase trust and assure visitors they're in the right place.

2) Product demos

Purpose: Build trust in your product.

A product or sales demo landing page can be a great tool for generating piping-hot leads. It sets the stage for the desired outcome of the sales call and teases out some of the areas to cover, building excitement by giving leads an idea of what to expect. A well-crafted sales demo landing page is easy to read and even easier to take action on.

Best practices:

  • Build value in the demo: Tailor your sales demo landing page to speak directly to your target audience's needs. Address common pain points and showcase how your product or service can provide solutions.

  • Include a phone number: Make sure your sales page includes a clear and conspicuous phone number to dial. Make sure these calls get answered, or set up a contact center equipped to handle any sales or support call.

Show testimonials and reviews: Include testimonials or reviews from satisfied clients. This establishes credibility and telegraphs the practical benefits of your product or service to your prospects.

3) Events and webinars

Purpose: Get people excited to attend your next webinar, product launch or conference.

This page is where you inspire and convince potential attendees why your event is a must-go.

Boost event attendance by highlighting your headline speakers, bonuses and the monetary value of participating.

Best practices:

  • Nail the headline: Give your event a theme and ensure your headline complements it. Since it's the first thing visitors see, mentioning specific attributes about your target audience is key. Make sure it's catchy, direct and gives a clear idea of the event topic.

  • Add schedule and speaker details: Provide information about when the event will occur and who will speak. Include names, photos, session titles, and social proof (e.g., New York Times bestselling author). This helps visitors decide whether the event fits their schedule and if the speakers are worth blocking out their calendars for.

  • Remember critical event details: Don't make it hard for visitors to figure out when and where the event is happening. Include specific time zones and days so they don't have to think too hard about it. Remind them of these details in several places on the landing page.

  • Use a simple registration form: Make it easy for users to sign up for the event. The form should be simple, easy to fill out and prominently placed on the page. With a multi-step form (one that also appears on a thank-you page), you can collect attendee information upfront and payment information afterward. Keap's automated campaigns make it seamless to remind prospects to pay for their tickets.

4) Customer onboarding

Purpose: Understand more about your customers right after they convert.

An easy way to use a small business automation platform like Keap is to kickstart your onboarding workflow with new customers. This is especially helpful for marketing agencies and local service providers; these pages are the first step in your customer journey to build confidence in working with you. You can also collect fun information like favorite snacks — a must for an anniversary or gifting campaign!

A well-thought-out onboarding experience validates a customer's decision to choose your service. It sets the stage for their implementation, making it a must-have page in your business arsenal.

Best practices:

  • Tailor to your services: Personalize the onboarding landing page to the service or solution the customer purchased. This will guide them and collect the information your team needs to deliver value right away. This alone can significantly improve customer satisfaction and retention.

  • Break it down into multiple steps: Separate your web form into a few landing pages to make it as easy as possible for your new customers to complete onboarding. This way, you can provide more guidance on filling out the information without making it overwhelming. Your onboarding should feel simple, not like a mortgage application.

  • Set expectations: Be clear about the next steps. Let your customers know what happens now, what they can expect from you, and what you expect from them. Provide a phone number for getting help—new customers usually pore over these onboarding emails first.

5) Post-purchase

Purpose: Generate more revenue by inviting customers to purchase a membership.

Your purchase confirmation or "thank you" page is more than a receipt. It's an opportunity to keep the sales flowing since the customer has already demonstrated willingness to buy. From upselling relevant products to encouraging sign-ups for exclusive memberships, this type of landing page offers another chance to boost your revenue while enhancing the customer experience.

Best practices:

  • Create a few post-sale landing pages: Develop different versions of your landing page to cater to different segments of your customers based on which product they purchased. This helps you drive more revenue with relevant offers.

  • Keep it simple: Be sure to fill in contact information so they don't have to type it in again. With a decent offer and a straightforward opt-in page, you don't have to pitch your upsell so aggressively; your job is to make it easy to say "yes!"

  • Consider a membership site: Drive repeat sales with an exclusive membership site that provides benefits for future purchases. Customers who have just purchased are often more inclined toward memberships that promise better deals. Plus, you can teach and share new ways to use your product, boosting retention and reducing returns.

6) Multi-step quiz or assessment

Purpose: Best for consultative sales approaches and upsells

A quiz-style landing page can be a powerful tool in your marketing arsenal. It helps create a more interactive experience for your visitors while serving a dual purpose. Not only can it be a source of engaging and shareable content, but it can also act as an intelligent lead qualification tool.

By designing the quiz in a way that requires prospects to share preferences, challenges or needs, you create a self-selection process that funnels them to the most suitable products or services you offer.

Best practices:

  • Design for engagement: Keep your quiz landing page visually appealing and easy to navigate. This encourages participants to complete the steps. Breaking it down into three or four steps is ideal.

  • Craft thoughtful questions: The questions should be relevant and meaningful. The answers should help you better understand your prospects and categorize them effectively.

  • Communicate value: Communicate the value participants will gain from the outcome. This motivates them to complete the quiz and stay engaged.

Example: Keap's Lifecycle Automation Assessment

How to Drive Traffic to Your Landing Pages

What good is a landing page if no one lands on it? Landing page optimization to drive quality traffic to your page is as important as conversion optimization. Here's a rundown of five practical and specific methods you can utilize:

Leverage social media

Social media isn't just for selfies and cat videos. It's a powerful tool for business promotion. Utilize your business's social media platforms, such as Facebook, X, LinkedIn or Instagram, to share links to your landing page.

Consider paid ads once you have the basics covered. The granular audience targeting capabilities across social media can get your landing page in front of the right eyes.

Invest in content

Use landing page optimization to appeal to search engines. Google is shaking things up lately and surfacing more sites and sources in search results. Your site could be featured, especially if you're an expert in your industry.

Develop several blog posts that address your audience's questions and promote your landing page prominently within each blog post to direct those visitors to your landing page.

Explore pay-per-click ads

Pay-per-click (PPC) advertising can rapidly increase landing page visibility through platforms like Google Ads and LinkedIn. Be intentional and specific with your intended audiences so they are most interested in your landing page messaging and offers.

Be sure to add the conversion or tracking "pixel" to your landing page settings so these platforms know which ads are working so they can bring you more leads.

Participate in relevant forums and communities

This is huge for 2024. Engaging with online communities, such as forums or groups related to your industry, can drive targeted traffic your way. How? Besides a passionate group of fellow users, Google now features Reddit threads, so you should hop back into your favorite community and share your insights.

You can tactfully promote your landing page by actively participating and providing valuable insights. The goal is to add value, not promote it. Consider indirect methods of promoting your landing page, like adding a link in your bio section or waiting until people want to direct message you.

Scale your marketing campaigns with Keap

Keap equips small businesses with a war chest of marketing tools, powerful automation capabilities and the best CRM for small businesses. It offers everything you need to collect leads, convert customers and create lifelong fans.

There's no denying it. Building a successful business is a challenging journey, but when you implement landing page optimization strategies and a business automation platform like Keap, you're well on your way to creating demand, driving more conversions and ultimately fostering sustainable growth.

About the author

Kavin Patel is the CEO and co-founder of Convrrt, a landing page platform that helps SaaS businesses scale faster. He has over 19 years of experience in the tech industry and is a trusted advisor in demand generation and customer success. Kavin is an Economics major from Arizona State University and uses his analytical and creative skills to solve growth challenges. He was previously the principal at Omazing Creations, where he discovered the opportunity to simplify landing page publishing for thousands of businesses. In his free time, Kavin enjoys spending time with his family and traveling the world.

Was this post helpful?
Illustration of Keap growth handbook
How can you grow your business to the next level? Take our assessment to find out.

The Small Business Growth Assessment will reveal where you are on your path to growth and help you identify common pitfalls so you can avoid them. Plus, you’ll get FREE curated resources to get you to the next stage.

Take the assessment

You may also like

{{ deSlug(record.displayCategory || record.secondaryCategory || record.primaryCategory || '') }} | min read

Knowledge is power, get some more...

Hello, have a question? Let's chat.

Got it