What Are Landing Pages? Purpose, Benefits, And Best Practices
April 11, 2025
At FERMÀT, we’ve helped redefine the way brands connect with consumers by turning static shopping experiences into immersive, story-driven journeys. Trusted by some of the world’s most forward-thinking e-commerce teams, we combine cutting-edge infrastructure with lightning-fast, no-code publishing tools to help brands scale faster—with greater personalization and fewer dependencies. If your brand is looking to close the gap between storytelling and conversion, you're exactly where you need to be.
Landing pages are often underestimated in the broader landscape of digital marketing. Many brands see them as simple, throwaway pages for one-off promotions or seasonal offers. But in reality, a well-designed landing page can serve as a powerful performance engine—aligning audience intent with seamless user experience, and turning interest into real action. From product launches to lead gen campaigns, landing pages hold the key to engaging users with purpose and precision.
In this piece, we’ll explore what landing pages are, why they matter, their key benefits, and the best practices that drive results. We’ll also share how FERMÀT helps brands take landing pages to the next level with unmatched speed, flexibility, and storytelling power.
A landing page is a standalone web page specifically designed to receive traffic from a marketing or advertising campaign. Unlike your website's homepage, which serves as a hub to explore various parts of your site, a landing page is focused on a single objective — known as a call to action (CTA).
Landing pages are typically used to drive conversions. Whether the goal is to collect email signups, encourage a purchase, or promote a webinar, the content and layout are intentionally streamlined to guide the visitor toward that specific action. They are often used in paid advertising, email marketing, and social media campaigns, where targeted traffic can be funneled to a purpose-built experience.
There are generally two main types of landing pages:
By minimizing distractions and focusing on one clear message, landing pages help increase the likelihood that a visitor will take the desired action.
The core purpose of a landing page is conversion. Unlike other pages on a website that may serve multiple functions—like providing information, navigation, or storytelling—a landing page is laser-focused on driving one specific action.
Here are some of the most common purposes for using landing pages:
By tailoring a page to a singular goal, businesses can improve focus and performance, making landing pages a vital component of any digital marketing strategy.
Landing pages offer a range of benefits that can significantly enhance the effectiveness of your marketing campaigns and customer experience. Here are the key advantages:
Because landing pages are designed around a single, focused objective, they tend to convert visitors at a much higher rate than standard web pages. With fewer distractions and a clear CTA, users are more likely to take the desired action.
Landing pages allow you to tailor your content for specific audiences, campaigns, or traffic sources. This personalization improves relevance, which helps boost engagement and trust.
Since landing pages are built around a single goal, it's easier to measure success. You can track form submissions, clicks, downloads, or purchases—making it simple to analyze ROI for individual campaigns.
When your landing page matches the content and intent of your ad, it improves user experience. This can lead to higher Quality Scores on platforms like Google Ads, lowering your cost-per-click (CPC) and improving ad placement.
Landing pages make it easy to test different headlines, images, or CTAs. With A/B testing, you can continuously optimize performance and discover what resonates best with your audience.
Creating a high-performing landing page takes more than just good design—it requires strategy, clarity, and a deep understanding of your audience. Here are some best practices to follow:
Each landing page should have one primary goal, whether it's signing up, buying, or downloading. Avoid cluttering the page with multiple CTAs, which can confuse or distract visitors.
Your headline is the first thing people see. It should be attention-grabbing, clear, and relevant to the visitor’s intent. A great headline communicates the value of the offer immediately.
Avoid unnecessary distractions. Use whitespace strategically, maintain a visual hierarchy, and guide the user’s eye toward the CTA.
Make sure your landing page message aligns with the ad or link that brought the visitor there. This increases trust and reduces bounce rates.
Images or videos that demonstrate the product, service, or offer can significantly improve engagement and help communicate benefits faster than text alone.
A majority of users access content on mobile devices. Your landing page should be responsive and fast-loading across all screen sizes.
Incorporate testimonials, reviews, logos of trusted clients, or security badges to help reduce doubt and boost credibility.
Use A/B testing to experiment with different versions of headlines, CTAs, layouts, and visuals. Regular optimization ensures continuous performance improvement.
FERMÀT is transforming the way brands build and optimize landing pages by combining commerce with storytelling, personalization, and speed. Here's how FERMÀT can make a difference in your landing page strategy:
FERMÀT enables brands to create immersive landing pages that feel like personalized stories—not generic product pages. These “shoppable stories” help visitors connect emotionally with a brand, increasing both time on page and conversion rates.
With FERMÀT, you don’t have to choose between speed and creativity. Its infrastructure delivers lightning-fast load times, while still allowing for rich media, interactive content, and beautiful design.
Marketing teams can build and iterate on landing pages without relying heavily on developers. This means faster testing, quicker deployments, and more control over your campaigns.
FERMÀT allows for dynamic personalization based on the visitor’s source, behavior, or demographic. You can deliver tailored messages and product recommendations, boosting engagement and conversions.
FERMÀT integrates with popular e-commerce platforms, enabling real-time product updates, seamless checkout flows, and consistent branding across channels.
Landing pages are more than just a marketing tool—they’re the digital front doors to your campaigns. By focusing on a single goal, they help drive higher conversions, deliver targeted messaging, and make your marketing efforts more measurable and impactful.
Whether you're capturing leads, promoting a product, or running an ad campaign, a well-crafted landing page can make the difference between a bounce and a sale. And with best practices like clear CTAs, mobile optimization, and ongoing testing, you can continually improve results.
As consumer expectations for speed, personalization, and design continue to grow, tools like FERMÀT offer an edge. With its ability to create shoppable, story-driven, high-performing landing pages—without heavy dev work—FERMÀT empowers brands to launch smarter, faster, and more engaging user experiences.
Investing in effective landing pages isn’t just smart—it’s essential for digital growth.
A homepage serves as a general gateway to your website and often has multiple links and navigation options. A landing page is purpose-built to focus on a single campaign goal, minimizing distractions to drive conversions.
It depends on your offer and audience. If the value is clear and simple, short landing pages work well. For higher-cost products or complex services, longer pages with more information and social proof may convert better.
Most of the time, landing pages created for paid ads or temporary campaigns should not be indexed to avoid SEO conflicts. However, evergreen landing pages can benefit from being indexed if they’re optimized for organic search.
While it varies by industry, a good benchmark is around 2–5%, with top-performing landing pages converting at 10% or higher, depending on the quality of traffic and offer.
You can, but it’s more effective to tailor each landing page to match the specific ad, traffic source, or audience segment to improve message relevance and conversions.
When built with SEO in mind, landing pages can target long-tail keywords and support content clusters. They’re especially useful for capturing search intent around niche topics or product features.
While not a strict rule, removing site-wide navigation is often best practice. It helps reduce distractions and keeps users focused on completing the intended action.
Tools like FERMÀT, Unbounce, Instapage, Webflow, Leadpages, and even WordPress plugins allow marketers to create custom landing pages without coding.
Yes! Videos can boost engagement and help explain complex offers more effectively. Just make sure they load quickly and don’t distract from the CTA.
Landing pages should be regularly reviewed and updated based on performance data. Testing different versions (A/B testing) every few weeks can reveal insights that lead to better results.