In technical terms, a landing page is any page where a user "lands" after clicking through. In marketing terms, though, a landing page is built for one specific purpose, usually generating leads or starting a sales conversion.
Landing Page 101
Building a great landing page is a challenge. The best ones are standalone pages designed for a single marketing campaign. It helps to think in two types: a lead-generation page and a click-through page.
The most valuable thing a lead-generation page captures is the email address; once you have permission to contact someone, you can nurture them toward becoming a customer. Click-through pages act as a bridge between your ad and the final action, giving the buyer enough information to be ready to purchase or move to checkout.
Landing pages are built separately from your main site and designed purely to receive campaign traffic. Strip out navigation and extra links so visitors have just one clear action: the call to action. One key rule, never run a marketing campaign without a dedicated landing page.
There are many solid landing-page builders to choose from in 2026, including:
1. Unbounce
2. Instapage
3. Leadpages
4. Landingi
5. HubSpot
6. Webflow
7. Wix
8. GetResponse
9. Carrd
10. ConvertKit
7 Ideas to Try and Test
Finding the best landing page often comes down to trial and error. There's no such thing as a perfect landing page, it's a dynamic, always-evolving part of your marketing. Here are some strategies to test.
1. Placing and Phrasing Your Call to Action
Where you put your CTA and how you word it can make a big difference. Content above the fold tends to capture the most attention, but plenty of tests have shown a benefit-focused CTA lower on a longer page can convert better, it depends on your audience, so test it. Wording matters too: a benefit-focused verb like "Get" often outperforms a transactional one like "Order."
2. Split-Test Your Images
Use an A/B testing tool to split-test your landing page. Change only one element at a time and let the test run long enough, often a couple of weeks, to reach statistical significance before drawing conclusions.
3. Match Your Ad Copy to Your Landing Page
If your page is light on imagery, the copy becomes the focal point. Make sure the message aligns tightly with the ad that sent people there, and that the text stands out against the background. The more closely and quickly your landing page echoes your ad, the better it converts.
4. Add Social Proof
Social proof boosts credibility dramatically. Testimonials, reviews, ratings, and trust badges make your page more believable and drive conversions. Genuine customer voices, and where relevant, recognizable names, can work wonders.
5. Remove the Navigation Bar
Simpler is almost always better on a landing page. The easier you make it for visitors to focus on the primary action, the more likely they are to convert. A widely used best practice is to remove the navigation bar, which otherwise tends to distract and pull visitors away from the intended goal.
6. Use Creative, Timely Wording
Clever, well-chosen words can lift a page and its conversions. Consider tying your messaging to seasons, holidays, events, or promotions to make it feel timely and relevant.
7. Watch Your Competitors
You can learn a lot from competitors. Tools that alert you to changes on competitor pages let you see what they're testing and infer what's working, useful data for your own experiments.
In Conclusion
Improving your landing page can take results to the next level. Once you know the single action you want visitors to take, optimizing toward it gets much easier. The work is never truly finished, keep split-testing headlines, images, and bullet points, and don't be afraid to test bolder changes to the layout. As with any campaign, your landing page will perform best when paired with strong, well-crafted content. That's where a social media content partner like 99 Dollar Social can help, delivering content tailored to your business.
