Landing Pages: definition, types and best practices to boost your conversions

Posted on November 10, 2025 • 11 min read • 2,189 words

Marketing SEO Landing Page HubSpot Web Development

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Learn what a landing page is, what it’s for, how to design it effectively, and how to analyze it using free tools like HubSpot.

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Landing Pages: definition, types and best practices to boost your conversions — Photo by Helene Hemmerter

I. Introduction

Today, any effective digital marketing strategy relies on a key element: the landing page.
Whether you want to sell a product, collect email leads or promote an event, these pages play a decisive role in turning visitors into customers.

In this article, we’ll look at what a landing page is, how to design one, where to promote it, and how to measure its performance.
At the end, you’ll also find a practical guide to create your own landing page for free with HubSpot.

II. What is a landing page?

A landing page is a web page designed to serve a specific objective: converting a visitor into a lead or a customer.
Unlike a homepage, which presents the website as a whole, a landing page focuses on one offer, one message, one action.

Example: a user clicks on an ad to download an ebook — they land on a dedicated page with a simple form and a “Download now” button.

In short, the landing page is a conversion tool that connects your marketing campaigns (ads, emails, social media) to a measurable action.

III. The different types of landing pages

There are several types of landing pages, depending on your goals:

Type of landing page	Main objective	Example
Lead generation page	Collect email addresses or contact information	Newsletter signup form
Sales page	Convince and sell directly	Product or service sales page
Download page	Offer a free resource	Ebook, white paper, PDF guide
Registration page	Register participants	Webinar, event, training
Ad redirect page	Target a specific audience	Meta Ads or Google Ads campaign

Tip: every type of landing page should be adapted to its acquisition channel (social media, paid ads, SEO, etc.).

IV. What is the purpose of a landing page?

The main goal of a landing page is to turn a visitor into a concrete action:

Signing up for a newsletter
Downloading a document
Buying a product
Requesting a quote
Booking a meeting

But it also helps you:

Qualify your leads
Measure campaign performance
Segment your audiences based on their needs

A good landing page acts as an intelligent filter between curiosity and commitment.

V. Where should you host a landing page?

There are several options for hosting or publishing a landing page:

On your main website (e.g. yourwebsite.com/offer)
On a dedicated subdomain (e.g. promo.yourwebsite.com)
On an external tool such as HubSpot, Systeme.io, MailerLite, Notion, etc.

The key is to keep the URL short, clear and consistent with your brand.

Landing pages are often used for:

Google Ads or Meta Ads campaigns
Links in newsletters
QR codes on printed materials
Links in LinkedIn or Instagram bios

VI. Where to promote a landing page?

A landing page only has an impact if it is properly promoted. Here are the most effective channels:

Social media: Facebook, Instagram, LinkedIn, TikTok
Paid ads (SEA / Social Ads)
Email marketing campaigns
Blog articles or organic SEO
Partnerships, influencers, backlinks

Goal: bring in qualified traffic — not just a large volume of visitors.

VII. How to create a high-performing landing page?

A successful landing page is based on a few simple principles:

The essential elements

A clear and impactful headline — your value proposition.
A main image or video illustrating the benefit.
A short description or list of benefits.
A visible and precise call to action (CTA): “Download now”, “Sign up”, etc.
A simple form — only ask for what you really need.
Trust elements: testimonials, client logos, guarantees.
A clean design consistent with your brand identity.

Common mistakes to avoid

Too much text or unnecessary information.
Forms that are too long.
Outbound links that draw attention away from the main action.
A slow or non-responsive page.

One landing page = one offer, one message, one goal.

VIII. How to analyze landing page performance?

To know whether your landing page is effective, track these key metrics:

Metric	Description
Conversion rate	Percentage of visitors who complete the desired action
Bounce rate	Percentage of visitors who leave without interacting
Time on page	Measures interest in your content
Traffic sources	Where your visitors come from (ads, email, SEO, etc.)

Useful tools

Google Analytics or Matomo for statistics
Hotjar or Microsoft Clarity for heatmaps and session recordings
HubSpot to track forms and conversions
A/B testing tools to test different versions and improve your results

IX. Creating a landing page for free with HubSpot

HubSpot provides a free tool to create professional landing pages without coding.

Simple steps:

Create an account on HubSpot.
Go to the “Landing Pages” tool.
Choose a page template adapted to your goal.
Add your content (headline, visuals, CTA, form).
Enable conversion tracking to measure your results.

Example: ebook download landing page

landing page for an ebook, base image

landing page for an ebook, image with options

Code used for a custom version starting from a blank page (Content > Landing page > Settings > HTML filled):

<!doctype html>
<html lang="fr">
  <head>
    <meta charset="utf-8" />
    <title>{{ content.html_title|default("Boostez vos ventes grâce à 7 stratégies marketing prouvées") }}</title>
    <meta name="viewport" content="width=device-width, initial-scale=1" />
    {{ standard_header_includes }}

    <style>
      :root {
        --bg: #0f172a;              /* global dark modern background */
        --card-bg: #020617;         /* dark cards */
        --accent-soft: #f9a8d4;     /* soft pink */
        --accent: #f472b6;          /* modern pink */
        --accent-strong: #ec4899;   /* stronger accent */
        --text-main: #f9fafb;       /* main text */
        --text-sub: #9ca3af;        /* secondary text */
        --border-soft: rgba(249, 168, 212, 0.18);
        --shadow-soft: 0 24px 60px rgba(15, 23, 42, 0.7);
        --radius-lg: 24px;
        --radius-md: 16px;
      }

      * {
        box-sizing: border-box;
      }

      body {
        margin: 0;
        font-family: system-ui, -apple-system, BlinkMacSystemFont, "Segoe UI", sans-serif;
        background: radial-gradient(circle at top, #1f2937 0, #020617 40%, #020617 100%);
        color: var(--text-main);
      }

      .page-wrapper {
        max-width: 1080px;
        margin: 0 auto;
        padding: 32px 16px 64px;
      }

      /* HEADER / HERO */

      .hero {
        display: flex;
        flex-direction: column;
        align-items: center;
        text-align: center;
        gap: 24px;
        padding: 32px 24px;
        border-radius: var(--radius-lg);
        background: radial-gradient(circle at top left, rgba(248, 113, 169, 0.12), transparent 50%),
                    radial-gradient(circle at top right, rgba(251, 113, 133, 0.15), transparent 55%),
                    rgba(15, 23, 42, 0.95);
        border: 1px solid rgba(148, 163, 184, 0.18);
        box-shadow: var(--shadow-soft);
        margin-bottom: 32px;
      }

      .hero-topline {
        display: inline-flex;
        align-items: center;
        gap: 10px;
        padding: 6px 14px;
        border-radius: 999px;
        background: rgba(15, 23, 42, 0.9);
        border: 1px solid rgba(148, 163, 184, 0.35);
        color: var(--text-sub);
        font-size: 12px;
        letter-spacing: 0.08em;
        text-transform: uppercase;
      }

      .hero-topline-dot {
        width: 8px;
        height: 8px;
        border-radius: 999px;
        background: var(--accent);
        box-shadow: 0 0 0 6px rgba(244, 114, 182, 0.25);
      }

      .hero-title {
        font-size: clamp(28px, 4vw, 40px);
        line-height: 1.15;
        margin: 8px 0 8px;
      }

      .hero-highlight {
        background: linear-gradient(120deg, var(--accent-soft), var(--accent));
        -webkit-background-clip: text;
        color: transparent;
      }

      .hero-subtitle {
        max-width: 560px;
        margin: 0 auto 16px;
        font-size: 15px;
        color: var(--text-sub);
      }

      .hero-bullets {
        display: flex;
        flex-wrap: wrap;
        justify-content: center;
        gap: 8px;
        margin: 0 0 20px;
        padding: 0;
        list-style: none;
      }

      .hero-pill {
        display: inline-flex;
        align-items: center;
        gap: 6px;
        font-size: 12px;
        padding: 6px 12px;
        border-radius: 999px;
        background: rgba(15, 23, 42, 0.9);
        border: 1px solid rgba(148, 163, 184, 0.4);
        color: var(--text-sub);
      }

      .hero-pill-dot {
        width: 4px;
        height: 4px;
        border-radius: 999px;
        background: var(--accent-soft);
      }

      .hero-actions {
        display: flex;
        flex-wrap: wrap;
        justify-content: center;
        gap: 12px;
        margin-top: 4px;
      }

      .hero-cta {
        display: inline-flex;
        align-items: center;
        justify-content: center;
        padding: 11px 22px;
        border-radius: 999px;
        background: linear-gradient(135deg, var(--accent-soft), var(--accent));
        color: #020617;
        text-decoration: none;
        font-weight: 600;
        font-size: 14px;
        border: none;
        cursor: pointer;
        box-shadow: 0 16px 40px rgba(236, 72, 153, 0.45);
      }

      .hero-cta:hover {
        background: linear-gradient(135deg, var(--accent), var(--accent-strong));
      }

      .hero-ghost {
        padding: 10px 18px;
        border-radius: 999px;
        border: 1px solid rgba(148, 163, 184, 0.55);
        font-size: 13px;
        color: var(--text-sub);
        background: transparent;
        display: inline-flex;
        align-items: center;
        gap: 8px;
      }

      .hero-ghost span.icon {
        font-size: 14px;
      }

      .hero-meta {
        display: flex;
        flex-wrap: wrap;
        justify-content: center;
        gap: 12px;
        margin-top: 10px;
        font-size: 12px;
        color: var(--text-sub);
        opacity: 0.9;
      }

      .hero-meta span {
        display: inline-flex;
        align-items: center;
        gap: 6px;
      }

      .hero-meta-dot {
        width: 4px;
        height: 4px;
        border-radius: 999px;
        background: rgba(148, 163, 184, 0.6);
      }

      /* MAIN GRID BELOW HERO */

      .main-grid {
        display: grid;
        grid-template-columns: minmax(0, 1.4fr) minmax(0, 1fr);
        gap: 24px;
        margin-top: 32px;
      }

      @media (max-width: 880px) {
        .main-grid {
          grid-template-columns: 1fr;
        }
      }

      /* FORM CARD */

      .form-card {
        background: var(--card-bg);
        border-radius: var(--radius-md);
        padding: 20px 20px 16px;
        border: 1px solid var(--border-soft);
      }

      .form-card-title {
        font-size: 16px;
        font-weight: 600;
        margin-bottom: 6px;
      }

      .form-card-sub {
        font-size: 13px;
        color: var(--text-sub);
        margin-bottom: 16px;
      }

      /* CONTENT SECTIONS */

      .section {
        background: rgba(15, 23, 42, 0.9);
        border-radius: var(--radius-md);
        padding: 20px 20px 18px;
        border: 1px solid rgba(31, 41, 55, 0.7);
        margin-bottom: 20px;
      }

      .section-title {
        font-size: 16px;
        margin: 0 0 8px;
      }

      .section-text {
        font-size: 13px;
        color: var(--text-sub);
        margin: 0 0 10px;
      }

      .benefits-grid {
        display: grid;
        grid-template-columns: repeat(auto-fit, minmax(200px, 1fr));
        gap: 12px;
        margin-top: 10px;
      }

      .benefit-item {
        border-radius: 12px;
        padding: 12px 12px;
        background: radial-gradient(circle at top left, rgba(249, 168, 212, 0.10), transparent 55%),
                    rgba(15, 23, 42, 0.9);
        border: 1px solid rgba(51, 65, 85, 0.9);
        font-size: 13px;
      }

      .benefit-title {
        font-weight: 600;
        font-size: 13px;
        margin-bottom: 4px;
      }

      .reassurance-row {
        display: flex;
        flex-wrap: wrap;
        gap: 8px;
        margin-top: 8px;
      }

      .badge {
        font-size: 12px;
        padding: 6px 10px;
        border-radius: 999px;
        background: rgba(15, 23, 42, 0.9);
        border: 1px solid rgba(148, 163, 184, 0.5);
        color: var(--text-sub);
        display: inline-flex;
        align-items: center;
        gap: 6px;
      }

      .badge-icon {
        font-size: 13px;
        color: var(--accent-soft);
      }

      .testimonials {
        display: grid;
        grid-template-columns: repeat(auto-fit, minmax(220px, 1fr));
        gap: 12px;
        margin-top: 10px;
      }

      .testimonial {
        background: rgba(15, 23, 42, 0.9);
        border-radius: 14px;
        padding: 14px;
        border: 1px solid rgba(51, 65, 85, 0.9);
        font-size: 13px;
      }

      .testimonial-quote {
        font-style: italic;
        margin-bottom: 8px;
        color: var(--text-sub);
      }

      .testimonial-author {
        font-size: 12px;
        font-weight: 600;
      }

      .footer-cta {
        text-align: center;
        margin-top: 32px;
      }

      .footer-cta p {
        font-size: 14px;
        color: var(--text-sub);
        margin-bottom: 12px;
      }
    </style>
  </head>

  <body>
    {{ standard_body_includes }}

    <div class="page-wrapper">

      <!-- MODERN HERO -->
      <header class="hero" id="top">
        <div class="hero-topline">
          <span class="hero-topline-dot"></span>
          <span>Free ebook for ambitious marketers</span>
        </div>

        <h1 class="hero-title">
          Boost your sales with
          <span class="hero-highlight">7 proven marketing strategies</span>
        </h1>

        <p class="hero-subtitle">
          A concise, actionable guide to increase conversions, clarify your campaigns
          and get more from every euro you invest.
        </p>

        <ul class="hero-bullets">
          <li class="hero-pill">
            <span class="hero-pill-dot"></span> Ready-to-use strategies
          </li>
          <li class="hero-pill">
            <span class="hero-pill-dot"></span> Designed for B2B & SaaS
          </li>
          <li class="hero-pill">
            <span class="hero-pill-dot"></span> No unnecessary jargon
          </li>
        </ul>

        <div class="hero-actions">
          <a href="#form" class="hero-cta">Download the ebook for free</a>
          <button class="hero-ghost" type="button">
            <span class="icon">▶</span>
            Preview the table of contents
          </button>
        </div>

        <div class="hero-meta">
          <span>PDF ebook — 42 pages</span>
          <span class="hero-meta-dot"></span>
          <span>Approx. 30 minutes reading time</span>
          <span class="hero-meta-dot"></span>
          <span>Already 2,000+ downloads</span>
        </div>
      </header>

      <!-- GRID FORM + CONTENT -->
      <div class="main-grid">

        <!-- LEFT COLUMN: CONTENT -->
        <div>
          <section class="section">
            <h2 class="section-title">What you’ll learn</h2>
            <p class="section-text">
              This ebook distills real campaign experience from SMEs, startups and SaaS projects.
              The goal: go straight to the point.
            </p>

            <div class="benefits-grid">
              <article class="benefit-item">
                <div class="benefit-title">Clarify your messaging</div>
                How to craft an offer that’s readable, understandable and desirable.
              </article>

              <article class="benefit-item">
                <div class="benefit-title">Optimize your landing pages</div>
                The elements that truly move the needle on conversion rates.
              </article>

              <article class="benefit-item">
                <div class="benefit-title">Build an email sequence</div>
                A simple framework to turn leads into customers.
              </article>

              <article class="benefit-item">
                <div class="benefit-title">Measure what matters</div>
                The metrics to track (and those you can safely ignore).
              </article>
            </div>
          </section>

          <section class="section">
            <h2 class="section-title">Why this ebook is different</h2>
            <p class="section-text">
              No abstract theory: only concrete examples, reusable structures
              and advice grounded in real-world cases.
            </p>

            <div class="reassurance-row">
              <div class="badge">
                <span class="badge-icon">✔</span> 2,000+ marketers already use it
              </div>
              <div class="badge">
                <span class="badge-icon">🔒</span> Data treated confidentially
              </div>
              <div class="badge">
                <span class="badge-icon">⏱</span> Can be read in one evening
              </div>
            </div>
          </section>

          <section class="section">
            <h2 class="section-title">What others say</h2>
            <div class="testimonials">
              <article class="testimonial">
                <p class="testimonial-quote">
                  “We revamped our landing pages following the ebook and saw +27% conversions in one month.”
                </p>
                <p class="testimonial-author">Julie R. – B2B Marketing Director</p>
              </article>

              <article class="testimonial">
                <p class="testimonial-quote">
                  “This is the first marketing content I could apply from A to Z without getting lost.”
                </p>
                <p class="testimonial-author">Marc T. – SaaS Growth Marketer</p>
              </article>
            </div>
          </section>
        </div>

        <!-- RIGHT COLUMN: FORM -->
        <aside id="form" class="form-card">
          <h2 class="form-card-title">Get your copy</h2>
          <p class="form-card-sub">
            The ebook will be sent to you immediately by email once you submit the form.
          </p>

          {% form
            "ebook_download_form"
            form_to_use="ebook_7_strategies_marketing"
            no_title=True
            submit_button_text="Download now"
          %}

          <div style="margin-top: 10px; font-size: 11px; color: var(--text-sub); opacity: 0.9;">
            By submitting this form, you agree to receive occasional resources related to digital marketing.
            You can unsubscribe at any time.
          </div>
        </aside>
      </div>

      <!-- FINAL CTA -->
      <section class="footer-cta">
        <p>Ready to turn your campaigns into real results?</p>
        <a href="#form" class="hero-cta">Download the ebook for free</a>
      </section>
    </div>
  </body>
</html>

X. Current trends in landing pages

Trends evolve, but a few elements clearly stand out:

Minimalist design focused on a strong, clear message
Explainer videos or customer testimonials
Dynamic personalization based on the visitor (AI, chatbots)
Mobile-first optimization — essential for smartphone traffic
Ultra-fast loading times — every second counts

XI. Conclusion

A landing page is much more than just another web page: it’s a strategic conversion lever.
When properly designed, promoted and analyzed, it can turn your traffic into qualified leads — and even loyal customers.

Take the time to test, analyze and optimize your pages.
And if you want to get started at no cost, try creating your first landing page with HubSpot today!

Useful links

To go further and find inspiration or ready-to-use tools:

HubSpot – Landing pages: create and track your pages.
Unbounce – Blog & resources focused on conversion rate optimization.
Landbook – Gallery of modern landing page examples.

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