CRO
When you are on the internet, countless websites are eyeing for your attention. But suddenly, you feel an unexplainable pull towards a certain page.
This page is customized to what you’re exactly searching for. Now, this is no coincidence or luck. This is the result of smartly crafted digital experiences that are designed to do one and only one thing.
What are we talking about here? Landing pages.
Now, these pages are not part of your traditional marketing strategies. They are actually quite different and have the power to transform even casual visitors into customers in seconds.
Yes, that’s right!
Now that we have your attention, let’s start by first understanding what a landing page is, its elements, and types. Fibr AI will also be deep-diving into common landing page misconceptions and how to avoid them.
This is going to be a super detailed read, but we promise, it’ll be fun. Ready?
Let’s dig right in.
A landing page is a simple, standalone web page focused on guiding a targeted visitor to a specific action—whether it’s capturing a lead, promoting or selling a product, or downloading a guide. A visitor ‘lands’ on a landing page when they click on an ad email or link.
The beauty of landing page marketing is in its simplicity. It is rooted in the psychology that the fewer choices people have to make, the more they are likely to act.
For instance, imagine asking your visitor to download the guide, read your blog, follow you on social media, and then buy a product too!
The visitor’s focus has been diluted with so many to-do items, reducing your chance of conversion.
Landing pages are often designed keeping an audience type in mind. They do not cater to all sections and audiences as a web or home page does. Their sole purpose is to get leads and conversions for one item, product, or service.
We get it, you may have a lot of questions regarding landing pages. Let’s quickly address a few before we move forward.
In case something is missed, we are sure you’ll get your answers by the end of this blog—
Why do I need a landing page?
If you are selling multiple products, services, and solutions, a single page can overwhelm your visitors and confuse them. It’s also virtually impossible for data of 100 products or services to be listed on one page. Imagine an eCommerce store selling a variety of kitchen products. Such a brand would benefit immensely from having a separate landing page for each product to quickly convert customers.
Yes, if you see a single product, a landing page may not be a necessity but if you are offering a range of items, not creating enough landing pages is going to make you lose money.
How many landing pages should I create?
The answer is simple. As many products you offer, and as many as you can meaningful. It will also depend on your campaign, target audience, and such.
How can I drive traffic to my landing page?
PPC ads, paid social media campaigns, and organic traffic are going to be your main traffic sources. No matter where you get the traffic from, a landing page will help you convert it.
If you’re wondering about the difference between a landing page and a web page, you’re not alone.
A lot of people confuse the two or use them interchangeably, but that’s not right. Landing and web pages serve distinctly different purposes in the marketing world.
Web pages are created to serve readers broader information about a company, its services, and more.
It generally includes multiple navigation menus, links, options, sections, and interconnected content to help users explore in depth about a business or company. Such pages are generic and serve a larger audience.
Landing page websites, on the other hand, are single-purpose, specific web pages with laser-focused objectives. As mentioned above, they are designed in mind with a single offer and audience type.
A landing page is free of distraction, with standard navigation, CTAs (Call-to-Action), and content to drive one single goal—convert leads to customers—whether buying an item, signing up for a course, or downloading an ebook.
Now that we have gained some ground on understanding landing pages, let’s see how they are built, or the elements of a landing page.
If we speak from a customer’s perspective, a landing page website and a web page are not much different. Both need sharp CTAs, headlines, social proofs, and good content.
But to understand how the elements of a web page play out on a landing page, you need to look closer. We’ll try to decode them for you below—
Headline
A landing page headline is action-oriented and super focused on the pain point of the user like— ‘No more fuss, cook intelligently.’ Web pages on the other hand may have a generalized headline or title like ‘Cook 10 cuisine in 30 minutes or less’
This is because for web pages the target audience is varied and not niched down. Naturally, the headline is designed keeping that in mind. On the flip side, the landing page caters to only one type of audience.
And, so the headline is created to target a type of audience and hook them immediately (by creating an emotional connection to their problem).
CTA
Landing page website CTAs are sharper and more user-focused when compared to web pages.
Think of a passive CTA on a webpage along the lines of ‘Read More’ (yawn) compared to a landing page CTA (in bright colors and fonts) like ‘Start Your 30-Day Free Trial’
Landing page CTAs in that sense are more product-focused, bold, and nearly impossible to ignore.
Visuals
The visuals on a landing and a generic web page will be vastly different. Web pages would include many navigation menus, footers, sidebars, and content overload with different graphics.
Landing page websites? The complete opposite. Every single image and space is strategically thought about and placed with one objective—to guide the user to the CTA.
Content
The content on a landing page is of course super lean and tightly focused only on the offering or the item in question. You’re not going to find generic blogs or resources on a landing page.
On the contrary, a web page has a broader range of content as it caters to a variety of audience.
Landing pages are the touch of personalization to your marketing. But no two landing page websites can be similar. Think for yourself—how can a clothing brand have the same messaging style, tone, and intent as a food delivery app?
At the core yes, landing pages serve a singular purpose, but that purpose can be different. We’ll explore the purpose below through different landing page website types—
Lead capturing landing pages
A ‘lead gen’ or a lead capturing page aims to collect data from visitors—email IDs, phone numbers, and more to generate targeted leads and sales for the business in question.
Take Netflix for instance. You’ll see below that it asks for an email ID to sign up.
via Netflix
What’s going to happen next? Soon you’re going to see ads and promotional emails from Netflix. This is because you (a lead) have ‘’landed’ on the home page and have shown interest in Netflix services. But that’s not enough. You need to be incited with discounts and offers to buy a subscription.
Click-through landing pages
Click-through landing pages fill the gap between when a user clicks on an ad (or solution/other offering pages) and the final stage of purchase. Users ‘click-through’ the ad to study the offer, and then proceed toward the CTA.
Take the example of Hubspot. Below is its web page—
via HubSpot
Now Hupspot offers a variety of marketing support. Look at how it has designed the landing page website of one of its solutions—Content Hub.
via Content Hub
The product description, pricing, and features are placed and designed in such a way that they instantly provide details a visitor would need to sign up. Do not forget to notice how distinct the CTA on the HubSpot webpage is from the CTA on Content Hub.
Splash landing pages
You must have guessed this by now. Splash landing page websites are pages that ‘splash’ or throw offers and discounts to their visitors. The aim is not to immediately push the user to action but to entice them passively through one-time offers or seasonal sales.
Product landing pages
As the name suggests, a product landing page’s focus is on a singular item. Even if the company sells a range of products, a standalone product landing page will sell only one product. An excellent example here is Apple.
When you visit Apple’s website, you’ll see a range of products displayed like this—
via Apple
But when you click on say the ‘iPhone’ section, you’ll be instantly redirected to a new landing page that specifically speaks only about the phone, its range and offers, and nothing else.
Everything is catered to the phone and no other offerings from Apple. Take a look—
via Apple
The same is the case when you click to explore ‘AirPods’ —
via Apple
Sales landing pages
Again, as the name suggests, a sales landing page is designed in mind to help users take immediate action—buy a product or item–by invoking urgency and a sense of FOMO. Swiggy fits as a perfect example here.
Below is Swiggy’s home page—generic and it does not even talk about its other offerings like ‘Instamart’ or ‘Swiggy Dine Out.’
via Swiggy
Now, below is the Swiggy Instamart landing page website. Observe the elements below—
via Swiggy
‘Delivered to others in 17 min’ and ‘Free delivery on orders above Rs. 499’ — these are all examples of smart and unconventional CTAs. You’ll not find them on Swiggy’s home page as seen above.
Coming soon landing pages
Coming soon pages are used to create buzz and excitement about a product. The page could have a countdown timer or a first-come discount coupon. The purpose is to tease the visitor and sign them up for updates and more.
We’ll take Apple as an example again. Apple products' hypes are close to none. You all know about the crazy iPhone 16. This is how it’s landing page website looked before release—
via Apple
Apple is known for this kind of marketing. Very soon, you’ll see something similar for iPhone 17 too!
Thank you landing pages
This might come as a shocker, but yes, thank you pages are also a type of landing page. It is probably the business’ last interaction with the visitor, who has already taken action. To continue that engagement and guide them further into different tunnels, thank you pages are used.
Take CXL, a CRO agency for instance, here’s their thank you page. Observe how it tries to deeper the relationship with an already converted client– ‘See’ ‘Download’ ‘Book A Discover Call’
via CXL
Also read: Thank You Page Examples
App download landing pages
For businesses that provide app support, app download pages are generated, encouraging users to quickly take further action. Take Spotify for example. Below is its generic home page—
via Spotify
Now here is its ‘download the app’ page—
via Spotify
Do you notice the difference in CTA, design, and visuals?
Event registration landing pages
If you are hosting an event, webinar, or workshop, event registration landing pages are perfect. These pages provide complete details of an event, alongside a CTA to book or lock a seat.
Zomato, a food delivery business also runs Zomato LIVE that caters to events specifically. Take a look at their home page here—
via Zomato
Now, take a look at Zomata’s event page on Shreya Ghoshal’s concert—
via Spotify
Now that we have discussed in detail different landing pages, let’s further understand why user personalization is paramount for them to work.
A salesperson would not use the same pitch on different customers and neither should your landing page.
Modern marketing is no longer just about selling a product or repeating a generic message across different funnels—it's about creating connections that leave a lasting impression, ensuring loyalty and repeat purchases. Targeted hyper-personalized landing page websites are the tool for building those connections with your audience and growing your business.
Today's audience want experiences specially crafted for them. And as a business, it is your job to ensure your ‘target’ audience sees exactly what they want. Think for a second—your user wants a pink dress. But, all ads they see next are based on different colors and shades (but not pink). Naturally, your user will not click on the ‘Buy’ button. For your business, this means lost conversion and revenue.
Do you see the issue here?—The user was right in the funnel and had the intent to purchase, yet the conversion did not happen.
Can you now understand the importance of targeted marketing and personalization?
As we speak about personalization, remember it’s not just adding your user’s name to the top of a page or in an email. When you perform advanced targeting, you can create landing pages that understand the target audience, their demographics and geographies, browsing history, intent, previous interactions, and more.
And, by creating a hyper-personalized messaging system across funnels, you are making your users feel wanted and welcomed and are breaking psychological barriers that often hurt conversions.
Now, personalization in landing page marketing can be a tad bit confusing. What to include, what to avoid, phew! It is only natural that there are many misconceptions around them.
Let’s find out what those are (and how to avoid them).
Pro-tip: Try and target long-tail keywords as they are less competitive compared to shorter keywords.
Speak to any CRO expert and they’ll tell you how many businesses let general misconceptions and notions about landing page marketing interfere with lead generation and conversions. Based on expert interaction and dialogue, Fibr AI has come up with seven common landing page misconceptions—
A landing page is just a regular webpage
Your landing page’s top job is to push visitors to take action—signing up or buying a product—without any distraction or confusion. However as mentioned above, many businesses are confused about the primary function of a landing page.
Let Fibr AI clear this confusion for you—imagine you run a painting workshop. A potential client sees a Facebook ad run by you and clicks on the same.
Instead of being directed to a customized landing page that clearly depicts the whats and hows of the workshop, the client lands on a generic home page and is instantly distracted by unrelated blogs and other listed services.
Now, that conversion is most likely lost.
Had the client landed on a landing page customized just for the painting workshop with clear benefits and CTAs like ‘Enroll now’ or such, the client would be instantly pushed toward action.
And, that’s why, treating your landing page as just another website page is a grave mistake, leading to lost business almost always.
Landing pages don’t need to be optimized
Creating a landing page website and forgetting about its existence = Disaster.
Your landing pages need extra attention and continuous nurturing to be able to do their job (which is getting you more leads and conversions). This means (and is not limited to) creating stronger content, optimizing loading speed, ensuring your page works fine on mobile, and regularly updating your page to reflect your best offers.
For instance, if you have a landing page with all elements in the right place but have not worked on the speed of your page, you will most likely lose the leads you get.
Also read: Top 7 Web Optimization Tools for 2025
More text and information = more conversions
A top misconception about landing pages is that if there is more text, there is more conversation.
Fibr AI is here to tell you that’s further away from the truth. Having a block of text or overloading your page with content can drive visitors away.
Assume, for a second, you're shopping for a laptop online. A particular landing page you come on dumps every single (and minuscule) detail about the laptop in one place, creating a massive wall of text. Are you going to read it all? Unlikely.
When selling a product especially, your landing page is better off listing no more than the top 5 features or benefits, alongside great visuals. Provide an extra expandable section that contains the details, if necessary.
Break the content myth—work on keeping your content lean and helpful to the audience (not asking them to read para after para).
Only one landing page for all offers
Would you wear the same clothes on different occasions? Would you copy-paste the same content and design to all products and services you sell? The answer is no because it simply just won’t work.
Similarly, creating only one landing page for all offers is to kill your business when it can fly.
Every landing page website you create should be catered to one offer, and audience type. Trying to sell microwaves and phones for instance through one landing page is going to ensure you lose leads on both.
Similarly, it would be wise to have a single landing page for each item and offer, with custom messaging and design to have greater conversions.
Designing does not matter as long as the content is strong
Badly designed landing page websites don’t sell well. Fibr AI is ready to bet on this one!
Strong content is crucial but so is the packaging. Proper color, spacing, and design are as critical to conversion as every other factor (in some cases even more important than others). A poor design can make even the best of offers look unattractive.
Your landing page must be designed to highlight important information and CTAs more than anything else. Ignoring the visual appeal of your page can translate to lost business.
6. Testimonials and social proofs are not important
We all look for reviews or ratings when shopping online, right? The same psychology applies to your landing page as well.
Having the right type of social proof is super important to make your landing page work for you. It shows that users have benefited by associating with your business and that you are not a scam.
Strategically place your testimonial on the landing page to gain more leads and conversions.
Landing pages can work without testing
If only our team at Fibr AI had a dollar every time someone negated the importance of testing.
Regular A/B testing of different elements of your landing page is paramount to understanding what’s working and what’s not. For instance, a shorter CTA could be converting better than a longer CTA. A new headline could be working better than the previous one.
Now, how would you know this if you don’t rest regularly? A/B testing thus should be your top priority because even the smallest change can bring the biggest difference.
Let Fibr AI—the industry's first free forever A/B testing platform help you here. Create and run A/B tests on your landing page with support from the top experts. What’s more? Get AI-powered personalized suggestions and test a variety of content without excess reliance on code.
There is one last, but equally important section we have covered below—the best practices to optimize your landing page so that when you’re done reading, you also have taken actionable material to implement.
Many blogs speak about best landing page practices—having a compelling headline, laser-sharp CTAs, social proof, etc etc. Of course, these are super important to the functioning of your landing page website and getting conversions.
However, team Fibr AI felt the need to go beyond the common points and bring you some lesser-spoken but high-impact practices that can further your landing page. Think of it as a small token of appreciation from our end for reading through the end of this blog.
So what are those practices? Read below—
Utilize directional cues
Providing directional cues to your visitors can push them closer to where you want them to go and boost conversions. Think of an arrow pointing toward a CTA or lines connecting benefits in proper sequence. Other subtle designs and shapes can also nudge the user in the right direction.
Don’t just place a CTA. Guide users to them.
Microcopy matters
There is a lot of talk on how content works for conversion but less on how even microcopy matters. These small chunks of text guide users when they are stuck at a place or need guidance to move forward.
Design your microcopy to be soft, and reassuring. Instead of ‘Something Went Wrong’, you could use ‘Oops! Kindly Ensure All Fields Are Filled Correctly’ The message is the same but the latter sentence is much more user-friendly and soft. Also, using phrases like ‘100% secure’ or ‘We’ll Never Spam You’ can further cement your place as a reliable business.
Leverage urgency and scarcity tactics mindfully
How you design your CTA is arguably the most crucial conversion factor. If it’s boring and not action-inducing, you’re going to see lower conversions.
If you have tried and tested different CTAs and nothing is moving the needle, try working with elements of FOMO. Meaning you entice your user to press the ‘Buy’ or ‘Sign Up’ button by creating a sense of scarcity and urgency.
Something like ‘Offer Valid Only Upto 12 Hours’ or ‘Only 5 Spots Left’ can create a feeling of ‘missing out’ and make your visitors take immediate action.
Use data visualization and interactive elements for engagement
Visuals can change how your landing page is perceived. Instead of just placing a chunk of text, maybe you could place a ‘before and after’ image to further engage the user. You could also have video testimonials instead of text to make your page more appealing.
And, while we talk about visuals and conversions, having interactive elements like a quiz, or fun facts can also make your page stand out.
Minimize cognitive load
When users are presented with too many options, it can lead to a paradox of choice—an abundance of options that call for extra effort, leaving the user ultimately unsatisfied.
Too many options can lead to paralysis of decisions and increase the drop-off rates. Avoid bombarding the user with too many CTAs, offers, and multiple text boxes. Focus on one offering, CTA, and personalization.
Reduce distractions with ‘no navigation’ designs
As explained above, your landing page website performs best when there is no distraction and confusion.
Try to reduce extra links, menu, CTA (if placed every second step), confusing text, and design to optimize your landing page the best way. The most ideal path would be to guide them from headline to benefits/features to CTA–simple and clutter-free.
Think we have missed something? Drop your comments below and we’ll integrate the best comment in this blog. Do you see what we are trying to do here? 😛
Users want customization but creating a landing page for each product and offer can be a daunting task. Even if you are able to create some pages, there could be a lack of consistency and design amongst them.
So, if your business is facing a similar issue and looking for an expert partner to help you create landing page websites, Fibr AI is here.
With Fibr AI, you personalize your landing page for every ad, audience, SMS, keyword, trend, campaign, and more. The platform will also help you
Reduce your CAC
Get more conversions and traffic
Experiment with 1000’s of AI-powered landing pages and
Bulk create landing pages with audience personalization
You no longer have to worry about the direction and personalization of your messaging or campaign. Fibr AI takes care of that while you get to business.
Get in line with clients like Swiggy, and Scaler and forget about your marketing woes. Sign up for free here—https://fibr.ai/
What is on a landing page?
On a good landing page, you are going to find a well-curated headline, subtext, use case, social proof, CTAs, images, and personalized content in proper chronological format to help conversions.
How many keywords to use per landing page website?
The keyword infusion in your landing page will depend on the industry your business operates in, but typically, it must not exceed more than 2-4 times. Overuse of keywords can affect your SEO and content presentation. It’s always better to focus on natural integration and relevance.
