Learning how to create a landing page is something every small business owner needs to know. Whether you're aiming to grow your email list, promote a masterclass, or drive more purchases, a well-crafted landing page can make all the difference.

Let’s face it—when we’re browsing online, our attention spans are short (goldfish-level short, if we’re being honest). That’s why clear and focused calls to action (CTAs) work best. People are more likely to click when they’re presented with one obvious choice rather than being distracted by endless options.

But don’t worry, learning how to create landing pages isn’t complicated. In this post, we’re going to walk you through everything you need to know to create a landing page, like: 

• What is a landing page?
• Types of landing pages
• Tips for building your landing page
• What do you do now?

What is a landing page?

First, let’s define what we mean when we say “landing page.” A landing page is usually separate from your main website and serves one primary purpose—capturing opt-in emails, driving sales, converting leads, and more. 

Unlike a typical webpage, which might have multiple goals (or distractions), landing pages focus entirely on one action. They’re a powerful marketing tool for grabbing and holding attention.

And when you’re creating a marketing funnel or running a Google or social media advertisement, the call to action (CTA) should send people to a landing page that provides specific information about a single offer (instead of trying to send them to your website). Because landing pages convert more people than other pages on a standard website. 

Why do landing pages increase conversion?

It's simple—they eliminate the additional clicks a potential customer would experience if they landed on your website's home page. Once they hit your landing page, they get the information they need and the purchase button (or sign up button) is right in front of them (and really not much else). 

Unlike your other pages, which might have a lot of content, landing pages are more concise and focused. These pages typically don’t include your navigation menu, though you can still link to them throughout your main website. 

Ultimately, you don’t want your visitors to bounce off of these pages—you want them to stay and convert! 

Types of Landing Pages

Now, let’s talk about the different types of landing pages you can create for your business. There are a wide variety of landing pages you can use, and it all depends on your goal. Or, more simply, what single action do you want visitors to take?

Lead Capture Page

A lead capture page is just what it sounds like—a place to capture leads. For this one, you want to set up a lead capture page where visitors can easily provide their name and email in exchange for something you’re offering. Also called an opt-in page, you can use these types of landing pages to promote your newsletter, digital products, discount codes, and other lead magnets. 

Remember: keep it simple! On these pages, include a little bit of information about what you’re offering, plus an easy-to-use opt-in form. 

Sales Capture Page

Lead capture pages work well for those customers who aren’t quite ready to buy yet. But for those who are ready to buy, you need a sales capture landing page instead. 

This is where visitors can go to actually purchase one of your products or services. Remember, the page can be as long as you want (a long sales page can still be a landing page), but you only want one call-to-action on a landing page. This is where you can put your detailed pitch that shows the value of your offer and the benefits you’ll provide (basically, it’s where you can show off!). 

This type of landing page often has different sections showcasing the offer itself, customer testimonials, and even a brand or product video. The goal is to close the sale by showing the viewer how your product or service will help or benefit them.

Click Through Page

Last on the list of types of landing pages you might want to create, we have the click through page. If you’re running any type of digital ads, they’ll need specific landing pages that users can click through to and take action. 

Think of when you’re spending hours scrolling on Instagram (guilty!). If you see an ad you like, it’ll often go to a very specific page that has to do with that product. Otherwise, you’re like ‘I’m not here to click around on this random website.’ It’s just not a great experience to have the visitor do extra work. 

That means you’ll want to create specific click-through pages based on each product or service you’re advertising. This type of landing page isn’t messing around - it’s going right for the sale without the middleman! If you run a product-based business, you’ll need these types of landing pages the most. 

Tips for building your landing page

Building a landing page is like building a website on a much smaller, more focused scale. It requires some basic design and copywriting skills, so if that’s not your cup of tea, this is an area worth investing some money. 

Get a freelancer or small agency to build your landing page and make sure it’s on-brand (you can send them the brand guide you created in Enji). It should have the same look and feel (think: brand colors, logo, font) as your business's main website so everything feels consistent. 

When you go to create your landing page, here are some extra marketing tips:

1. Focus on your offer, not your business: This is your opportunity to sell a specific product or fill your pipeline with leads. Make sure all the content on the landing page works toward showing your potential customers the value and benefits they’ll receive if they take the action you want them to take.
2. Keep the forms simple: If your landing page is for lead/email capture, don’t ask for too much. Three fields of information (name, email, and maybe phone number) should be everything you need to build your email list. Sometimes you can ask what kind of product or service they’re interested in as well. But remember, people run for the hills if asked to give up too much information. 
3. Have a “thank you” message (or page): Make sure to create a “thank you” message, send them to a thank-you page, or send an email saying you received their submission. You can include another CTA here (like a trip-wire or an invitation to join your community).
4. One CTA: We’ve repeated this one a lot, because it’s legit the most important thing. Your landing page should have one goal, so make sure you have a single CTA to keep your customer focused. Also, it’s a good idea to make the CTA a button that is colorful and easy to find. 
5. Keep the most important information above the fold: Sometimes landing pages won’t even have a scroll, but for longer pages make sure your headlines, main message, and the CTA is all "above the fold." That means visitors can see it on the screen before they have to scroll at all. It's also a good idea to keep messaging and overall copy on the shorter side—unless you’re building out the page specifically for SEO (or selling something high-ticket that might require more sales copy).
6. Design for mobile: This one is a given in 2025. Don’t forget more than half of your customers will hit your landing page on a mobile device (60% of website traffic comes from mobile devices), so make sure your landing page design and functionality works for people on phones and tablets.
7. Capture exiting users: Unfortunately, you could have the best landing page in the world, but on average 95% of visitors will leave your website without taking action. That’s where an exit intent popup comes in handy. Whenever users are about to leave, a simple popup with an offer can increase conversion, enhance their experience, and increase engagement. You can use a tool like BDOW for this.

Ready to create a landing page?

Whether your goal is getting more leads or converting more customers, a landing page is a great marketing tool that can help you achieve these goals faster. It’s all about focus, focus, focus—focusing your core message on why your customer should choose you over anyone else. 

But keep in mind: if you build it, they will not come. A landing page with no marketing efforts isn’t really a landing page at all. Well, it’s still a landing page, but no one’s using it! 

Get a marketing strategy in minutes through Enji’s Marketing Strategy Generator so you know all of the efforts that need to go into promoting your offers and landing pages. Start your free trial now!