Landing page
LAND-ing payj
A standalone web page designed for a single conversion goal. No navigation distractions. One page, one purpose, one CTA.
A landing page is a standalone page designed for one specific conversion. A visitor arrives (from an ad, email, or social post) and has one choice: take the desired action (sign up, download, request a demo) or leave.
Landing pages outperform general website pages because they remove distractions. No navigation menu. No sidebar. No competing CTAs. The entire page is designed to drive one action. A good landing page has: a clear headline, a compelling value proposition, social proof, and a single CTA.
Conversion rates for landing pages vary by purpose. Demo request: 2-5%. Free trial signup: 5-15%. Content download: 20-40%. Webinar registration: 15-30%. If your rates are below these benchmarks, test the headline, reduce form fields, or improve the social proof.
Examples
A high-converting demo request page.
Headline: 'Deploy to production in 90 seconds.' Three bullet points of value. Customer logos. One testimonial. A 3-field form (name, email, company). Conversion rate: 4.8%. The simplicity drives conversion.
A landing page for a paid campaign.
Google Ads send traffic to a landing page matching the search intent. Ad keyword: 'Jenkins alternative.' Landing page headline: 'The Modern Alternative to Jenkins.' Comparison table. Customer migration story. Start free trial CTA. The page mirrors the ad promise. Conversion: 6.2%.
Too many fields kill conversion.
Original form: 8 fields (name, email, company, title, phone, team size, use case, timeline). Conversion: 1.8%. Reduced to 3 fields (name, email, company). Conversion: 5.2%. The sales team qualifies the rest during the demo call.
In practice
Read more on the blog
Frequently asked questions
What is a good landing page conversion rate?
It depends on the action. Demo request: 2-5%. Free trial: 5-15%. Content download: 20-40%. Webinar registration: 15-30%. These assume well-targeted traffic. If your rates are below these ranges, test the headline, reduce form fields, and add social proof.
How many form fields should a landing page have?
As few as possible. For demo requests: 3-4 (name, email, company, and optionally title). For content downloads: 2 (name, email). Every additional field reduces conversion by 5-10%. Collect additional information after the conversion, not before.
Related terms
The percentage of people who take a desired action. Visitors who sign up. Leads who become customers. The measure of how well each stage of the funnel works.
The specific action you want the visitor to take. 'Start free trial.' 'Request a demo.' 'Download the guide.' One page, one primary CTA.
Comparing two versions of a marketing asset to see which performs better. The scientific method applied to marketing decisions.
The marketing function that creates awareness and interest in your product. Fills the top and middle of the funnel with qualified prospects.
Want the complete playbook?
Picks and Shovels is the definitive guide to developer marketing. Amazon #1 bestseller with practical strategies from 30 years of marketing to developers.