A landing page is a separate web page different from your main website created for a determined purpose. There are two types of landing pages, click-through and lead generation. Lead generation is also referred to as a lead gen or a capture page.
The most commonly used is the click-through landing page. A good click-through page is free of any distractions that would detour the user from clicking on the call-to-action button. Potential customers arrive to the intended target destination by clicking on the call-to-action button. It is important that the landing page is well designed, organized, and free from any distractions. Some essential elements to include on the click-through page would be: attention grabbing headlines, a subheading that explains why the user is there, an image or video of the product, selling points about the product, and most importantly the call-to-action button.
The lead capture page is similar but different to the click-through page. Instead of encouraging the user to click on a call-to-action button, a user would need to enter their information into a data form in order to reach the desired information or destination page. The purpose for this type of landing page is to generate leads for direct marketing. Some lead capture pages will use offers to entice a user to fill out the data form, like free downloads or free contest giveaways.
What is a landing page? Retrieved from
The Clickthrough, The Lead Capture, and The Infomercial. Retrieved from: