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

Posted by Chuck Bankoff On October - 24 - 2013

You can drive as much traffic as you want to your website but if you don’t convert that traffic into phone calls, emails, submitted forms or transactions, you’re just wasting time and money.


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

The book not only covers Landing Page Design, but 11 other essential aspects of Digital Marketing. Visit our website at:


Kreative Webworks Inc. Orange County CA Internet Marketing
Kreative Webworks
is a full service Digital Marketing Agency serving Orange County California since 1999.



Video on Landing pages

Posted by Chuck Bankoff On December - 28 - 2010

Video can be a powerful tool or an unwanted nuisance depending on how it is used. NEVER start playing the video automatically when the visitor arrives on the Landing Page!!!

No one likes a commercial forced on them. The visitor just may not be prepared. In fact visitors might be in the work place and might bail as soon as unexpected sounds start blaring from their computer. They may want to scan the page before investing in the video, or simply adjust their speaker volume. The quickest way to shut down an unwanted video is to close the web page. That is the last thing you want.

There are many reasons to use video; to educate, to demonstrate, to entertain and become viral… One of the more successful commercial applications of video on a website is the “As Seen on TV” scenario.

  • The purpose is not to sell, but to brand and reassure the visitor that they are in the right place
  • Use a shorter version (30-seconds or less) than the original TV version
  • Typically works best on the top left side of the page or in a featured area

Video Testimonials are another very powerful. There is evidence to support that amateur video of a real person is more credible than professional video of a model. Not all video should intentionally be poor quality, but in the case of testimonials, or product demonstrations, it does give it a sense of realism.

Virtual Spokespersons are another “potentially” effective opportunity to establish interest in the objective of your landing page. Adding a virtual spokesmodel to your website can not only increase conversion rates but also add a personal touch.  A recent B-to-B study found that 79% of respondents found great value in video and believe this format is an effective tool that enhances brand awareness, educates customers, underscores the value of products and makes online content more compelling (KnowledgeStorm/ Universal McCann).

Video on the web is becoming more mainstream and more important on the web. However just like the copy on your landing page, the video hast to be concise and interesting. At the end of the day, you are still dealing with the attention span of a 6th grader.


Typeface: Size Matters

Posted by Chuck Bankoff On December - 21 - 2010

It is hard enough to get a visitor to actually read your copy, so don’t make it any more difficult than necessary. Generally small font sizes “look” better because they mentally form a block which is a convenient design element. However, effective trumps pretty every time.

There is an awful lot of psychology just to get a visitor to even start reading your copy. Make copy easy to read as possible. Many visitors will bail just because the page “looks like work” at a subconscious level.

The actual size of the font has a lot to do with it. Use 10 point or larger font. Consider a larger size if you are targeting children, adults or if you have very long copy. Captions, form field names, legal and some tech-specs can be smaller.

Smaller text promotes slower reading and a drop-off in comprehension. If you have long page of text, resist the urge to make the font size smaller. This may seem counterintuitive, but a visitor is more likely to “hunker down” and read a longer page of text if it is more comfortable to read (larger font size).

Headlines should be significantly larger and possibly bolder. Sub-headlines should be close to body copy size and bold. Make sure that you group your Headline/sub-headline/copy group together and leave space between the end of your body copy and the next headline. This forms a visual “unit” that helps your visitor mentally organize the concepts in to digestible chunks.

Consistent with making it comfortable to read, text should never run more than 52-60 characters across the screen. People can’t comfortably read long or wide columns. That is why “liquid designs” where the website expands and contracts based on the viewer’s screen resolution is not a good idea. Keep the columns at a fixed width so you don’t lose control of the viewer’s experience.

If you want to download my entire Whitepaper on Landing Page Design – Common Mistakes & Tested Techniques, you can find this and a host of other useful Internet Marketing papers on our free section of the WSIeWorks website.

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