Create landing pages at scale

Whether you’re building a single landing page or creating multiple versions, Webflow gives you all of the tools and controls to create, with no coding required.

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Table of Contents

Why landing pages are important

A landing page may be the first experience someone has with a brand. A good landing page with relevant information and a solid layout can make the difference between someone wanting to engage further or bouncing and never returning again.

Landing pages stand out among the sprawling expanses of regular websites. Where a standard homepage displays a huge amount of content, multitudes of pages, and a variety of paths one can take in experiencing it, a landing page is stripped down. A landing page design narrows its focus by homing in on a single action that a user should take. In a short amount of time and space, it grabs people’s attention and guides them to take action.

Landing pages reward visitors for their efforts. People clicking through digital ads or on search engine results don’t want to be directed to a generalized website with no clear idea of what they should do. A landing page delivers a straightforward map, guiding people toward its objectives.

Along with giving website visitors something useful, brands get something in return.

Landing pages build brand awareness. They’re an important piece in any marketing campaign, helping to further broadcast a company’s message and to get the word out about who they are and what they have to offer. Whether it’s a specialized product page for an e-commerce site, a squeeze page to gated content, or a standalone page for lead capture, the various types of landing pages help brands form a closer connection with their audience.

Landing pages also serve an important purpose in collecting contact information. New leads are generated, email lists are built, and companies get a direct line to those who’ve already shown interest. Newsletters, promotions, and other marketing materials can be sent out in hopes of gaining new loyal customers.

Some marketing campaigns may exist for only a brief window of time. Landing pages offer a space to further promote them, delivering a specialized user experience that conveys important supporting information and drives conversions.

Instagram Post Selling Sunglasses overlaid on top of the same sunglass brands product page on their website

Landing pages widen a brand’s reach

Think of a landing page as a centralized hub where visitors arrive through different digital channels. Whether someone has clicked on a paid ad, found their way through an organic search, or followed a link on a blog or other content, they’ve taken action to visit.

These channels may be different, but all share the same focus as the landing page. A landing page represents a logical next step, allowing people to go further in exploring something they’re into and want to learn more about. It’s tailored to who they are and gives them something more about a topic they’ve already expressed interest in.

Someone visiting a landing page has already put in the time in discovering it. Branding, content, and design should come together in serving a user experience that not only makes someone feel like they’re taking away something worthwhile but engages them further.

Because they’re relatively simple to build, multiple versions of a landing page can be put together quickly. Different types of landing pages can be customized for a particular target audience and goal. They allow for precise control in who they attract and the actions visitors take next.

Marketers love landing pages for the direct connection they have with the digital ads and other content that brings people in. But landing pages also play another equally important role: generating organic traffic.

Quality content, along with search engine optimization, may give a landing page a boost when people are punching in terms and keywords related to it. Ranking higher in organic search results gives even more visibility, all without stretching a marketing budget.

Sample landing page with signup form and tagline saying "Hello from How to build a landing page system blog post"

What you should include in a landing page

A well-designed hero section

The hero section — the top portion of a landing page — is the first thing someone sees upon arriving. This leading section should communicate in a short space that the decision the visitor has made to go on the page has been the right one. The text and visuals should capture the essence of a brand and the value of what they offer, as well as guide visitors to actions to take from there.

The hero image is the centerpiece of this part of a web design. A strong visual goes far in telling people what the landing page is about and the products and services they’ll find there. It should inspire visitors to jump in and start scrolling.

Complementing this hero image should be an equally impactful headline. This message should speak to the target audience and show how what’s on the landing page can help them out. This isn’t the time to bore them with something that’s dull and generic. Give people a headline that excites them. It’s also a good idea to place a subheader beneath it to give a bit more information and further strengthen the headline.

Along with a short amount of text, also include social proof somewhere in the hero section. This can take the form of testimonials, statistics, or companies who are on board as customers. People want to know that they can trust a brand and that they have a good reputation.

Concise content

A landing page shouldn’t be jammed up with an unending scroll of text. Content should be kept to a minimum and only communicate the most important points. A good landing page answers people’s questions and gives them information they may have been completely unaware of.

First, acquaint those who may have just stumbled on your landing page with who you are. This doesn’t have to be a lengthy backstory. Just communicate the key points of your business and the value of what you’re selling.

For e-commerce and product-related landing pages, show specific items and provide bullet points and the necessary information to influence someone’s decision in making a purchase. Concentrate on the problems these products solve. Consumers want to know how products and services will help make their lives easier.

All of the content should tie in with the goals of a landing page. Anything that diverges from its higher purpose should be left out. Only communicate what is essential.

Shirt App landing page with a clear 'Start Designing' cta button and tagline saying "Design a shirt from your phone in 60 seconds"

Precise calls to action

Someone scrolling through a standard website will see multiple calls to action (CTAs), all serving different purposes. Unlike the broad scope of a company homepage, a landing page pushes just a few CTAs and, in some cases, may just contain a single, clear call to action.

Because there are less CTAs on landing pages, these calls to action should have an even bigger impact. Each call to action must align with the focus of a specific landing page and lead to the types of conversions it hopes to achieve. Don’t flood a landing page with CTAs, swinging wildly in hopes that one of them gets clicked on or followed. Have an intent behind every one.

Avoid boring buttons and lifeless calls to action. Craft your CTA’s design and copy to serve the higher purpose of a landing page.

A select number of links

Calls to action are whittled down on a landing page, and the number of links should be too. A landing page isn’t a complete website, and there’s no reason to direct visitors to multiple pages and sections. Instead, keep the links to a bare minimum. Calls to action and other elements that are directly tied to the goals of a landing page are the only links you should include.

Be careful when including a link to the main homepage. You don’t want to redirect people away from the place where you already have their attention to somewhere where you have less control over what you want them to achieve.

A straightforward layout

Designing a landing page means working within limitations. Go for a layout that has a clear organization, with every part of it easy to identify. Overdesigning a landing page will only create a confusing user experience. Someone glancing over it should be able to understand what’s being communicated and where they should go next.

A Z-pattern is a common layout for landing pages. It facilitates a quick scroll through a page, guiding visitors to a call to action or a contact form to click through. Someone on a landing page is there for a reason and wants to find what they’re after in an instant. A Z-pattern helps them get there.

A great landing page keeps things simple, allowing for an easy user experience in navigating through it.

Unleash your creativity on the web

Build completely custom, production-ready websites — or ultra-high-fidelity prototypes — without writing a line of code.

Homerun landing page with "Tech and startups" title being selected from the Webflow Design UI with an overlaid typography settings panel

How to create a landing page with Webflow

Whether you want to knock out a single landing page or spring many into action, Webflow makes it easy to build landing pages and to put them out into the world.

Build from scratch or start with a template

You know the focus and the target audience and have written straight-to-the-point copy that will inform and entice someone to further engage with your brand. The time has come to put together a good landing page that will help you get the conversions that you’re after.

You may want to begin with the potential of a blank screen, bringing to fruition a design entirely of your own. Or you may prefer the head start that using a landing page template can give you. Whatever you choose, Webflow gives you the tools to put together a high-converting landing page, with no code required. From people with zero web design experience to those who are at the top of their field, Webflow offers all of the components required to build any type of web design.

Create a landing page design system

Through Webflow’s CMS, it’s possible to assemble a landing page design system that allows you to create multiple versions from the same building blocks, making for a quicker and more streamlined approach.

The first step is to go into Webflow’s CMS and create a collection specific to your landing page. Here you’ll add in all of the necessary fields of text, images, and other elements that are going to be a part of it. These fields may include things such as a hero image, call to action text, product images, and buttons. Think of this as the central framework. Having this template makes it easy to generate multiple versions of landing pages by just changing the text, images, and other components that are contained within it.

Webflow’s CMS gives you the power to reference a collection from another. Let’s say you create a separate collection of just your features. You can then pick and choose features from this collection to include in a separate CMS collection template that controls the layout of the web design. Webflow’s CMS allows for sophisticated connection between different collections.

The Art of Work landing page for Diversity and Inclusion Guide by Homerun with an illustration selected with overlaid dynamic style settings Webflow UI

Add dynamic content

Though some landing pages will have design and content that stays fixed, most are going to need updates and edits. As business strategies and digital marketing efforts shift, landing pages need to change with them. Since they’re smaller in scope, it doesn’t take much to completely change them up. Messaging, CTA buttons, testimonials, and other content can easily be refreshed to match a business’s current marketing goals.

Maybe the marketing team has decided that they should try to target a different demographic. Or perhaps a company just launched a new line of items and wants to have a product page that highlights these new offerings. Landing pages call for regular maintenance and refreshing to accommodate the evolution of a business’s objectives.

Webflow provides plenty of flexibility in keeping landing pages up to date.

With Webflow’s CMS, instead of static content that you would have to go in and manually edit, all that’s required is to go into a collection and make changes. Any component of a design that’s linked to that CMS collection will reflect that change automatically, wherever it may be in the website.

Express your brand

Even though a landing page exists as a separate branch in a company’s web presence, it should still be consistent with the rest of its branding and marketing materials. A brand’s color scheme, typography, logos, brand voice, and other style guidelines should all be in place. A landing page should look and feel like the rest of a company’s web design.

Styling elements, changing the appearance, and incorporating your own branding is simple through Webflow’s intuitive interface. You don’t have to hard code any CSS styles. You can make all of the styling changes through Webflow’s simple CSS control panel.

Even if you go with a landing page template, you can make it your own by adding in your own content and changing the CSS styles.

Resources for Humans list page with an SEO Setting Webflow Editor UI on top

Optimize page speed and SEO settings

Landing page visitors have already put in a bit of time in arriving there. Giving visitors what they’ve been searching for in the least amount of time rewards them for their efforts. A faster landing page makes for a happier user experience.

A speedy load time has another benefit: organic search ranking. Quick loading times decreases the likelihood that someone is going to bounce. Google factors in bounce rates in how they rank a page, and pages with better bounce rates may rank higher.

And, of course, don’t forget to optimize your landing page for search engines.

Organic searches help drive traffic. Make sure that the content answers the questions people are looking for. Include the words and phrases related to the information that they’re after.

The structure and organization of a webpage also factors into the magical formula that is SEO. Websites with a clear logic, as well as URLs that accurately reflect the content of each section, help web crawlers figure out what a website is all about.

Be sure to follow SEO best practices in using headers and other tags. Write a concise and informative meta description that captures the essence of your page. And above all, fill it with relevant content that matters.

Integrate analytics and tracking

With a landing page bringing in traffic from paid ads, organic searches, and content out there on the web, knowing how people are finding it is essential. If the right audience isn’t getting there, the underlying marketing strategy may need to be changed so that you can bring the right traffic in.

Google Analytics is the go-to platform for metrics like who’s visiting a landing page and how they got there, as well as keeping track of conversions.

Another benefit of Google Analytics is being able to see how much time people spent on each page, identify what they’re clicking on, and track conversions. It gives plenty of hard data to make informed decisions on what needs to be changed, like restructuring the content or creating different calls to action. Without analytics, it’s difficult to see how a website is functioning after it goes live and what needs to be tweaked to make it a better user experience.


Petal landing page with Webflow Designer Publish settings panel on top

Publish to the web

Launching a website is simple with Webflow. From either the editor or designer screen, all it takes is clicking on the blue publish button. Whether you’re publishing to your own custom domain or to Webflow’s, your website goes up in an instant. Any edits or changes you make also go live right after you hit the publish button.


Iterate

Iteration takes the basic concept of a landing page and spins it out into a number of different versions with subtle variations. Iteration and A/B testing are tied together, generating important analytics to show what versions of a website people prefer.

With iteration, you’re not creating an entirely new version for every landing page. Instead, you're repeating the same framework with just a single change. An iteration may involve tweaking the wording of the call to action, changing the placement of a contact form, or even moving the position of a single CTA button. Think of iteration as a scientific experiment in which you’re observing how changing a single variable affects how someone interacts with it.

Grow your audience

Whether someone clicked on a link in a blog, watched a YouTube video pointing them toward it, or found it through a paid ad, a landing page helps further spread the message and value of a brand.

Having a fantastic company web page helps in a brand’s online marketing efforts. Landing pages work in conjunction with this main web page, helping a brand cast a wider net and bring more visitors in.

The word on Webflow

Alex Kracov
VP of Marketing, Lattice

Updating our old, custom-built site was slow and expensive, with so much developer back and forth. Now we’ve cut developers out of the process entirely for updating our website, and we can roll out new pages that look great so quickly.

Tiffaney Fox Quintana
VP of Marketing, HelloSign

Before we moved to Webflow, updating an existing webpage or adding a new page would take a minimum of 3 weeks. That degree of rigidity was unsustainable.

Christopher Patota
Product Manager, Freshly

As a product team, we need a 360 view of our users as they move across our product and web pages. With Webflow we haven’t needed to sacrifice anything on the analytics side — we’ve been able to mimic tracking on Webflow pages with custom code just like we have it in our product codebase.

Leo Zakour
Co-Founder and CEO, Bons

Once these templates are up in our design system, marketing teams can create simple landing pages faster and with ease.

Resources to learn more