Touchdown pages persuade customers to take an motion like signing up for a free trial, downloading a useful resource, registering for an occasion, or making a purchase order.
As a result of touchdown pages give attention to driving one specific motion, they typically carry out higher than customary webpages and are utilized in advertising campaigns.
On this information, you’ll study what a touchdown web page is, when to create one, and finest practices to create touchdown pages that convert. You’ll see actual touchdown web page examples and a Semrush case examine displaying how touchdown web page optimization impacts outcomes.
Let’s start.
What Is a Touchdown Web page?
A touchdown web page is a webpage that’s designed to drive one motion, like a sign-up, obtain, or buy.
Touchdown pages will be standalone pages constructed for particular digital advertising campaigns, or pages that reside inside an internet site’s construction to assist ongoing objectives.
Touchdown pages are generally linked to from paid adverts, e mail promotions, and different campaigns. Having that web page intently match the marketing campaign’s message and visuals helps preserve relevance and may enhance conversion charges.
Simplest touchdown pages share some core components:
- Profit-driven headline: A transparent, sentence-style headline that communicates the first worth of taking motion
- Calls to motion (CTAs): Motion-oriented phrases that immediate customers to take the following step, usually proven on buttons
- Supporting textual content and visuals: Copy and pictures that specify the provide and reinforce its worth
- Social proof: Testimonials, opinions, use statistics, or model logos that construct belief with guests
- Submission type: A type that collects key data to transform guests into leads or customers
Touchdown Web page vs. Webpage vs. Web site
A touchdown web page is a selected kind of webpage (a single doc accessed by way of browser) designed to drive a specific motion on an internet site.
An internet site is a model’s predominant on-line presence, with many linked webpages, information, and different content material housed underneath a single area. It usually contains navigation menus and helps a number of conversion actions.
What is the Function of a Touchdown Web page?
The aim of a touchdown web page is to drive a excessive conversion charge by getting guests to finish a desired motion.
touchdown web page improves marketing campaign efficiency with out rising attain as a result of it’s constructed for focus somewhat than exploration. It’s because touchdown pages are:
- Tailor-made to particular use circumstances: Messaging and visuals align with the viewers and level towards the specified motion
- Free from distractions: Restricted navigation and fewer hyperlinks preserve the primary provide the main focus
- Simple to check and analyze: Having a single aim makes it simple to experiment and measure efficiency
Good touchdown pages may also enhance your paid campaigns. On platforms like Google, Fb, and Microsoft, adverts that hyperlink to related pages usually tend to earn higher placements and a decrease value per click on (CPC).
When Ought to You Use a Touchdown Web page?
It is best to use a touchdown web page once you need a particular viewers to take a selected motion.
Beneath are frequent eventualities the place making a devoted touchdown web page is very efficient.
Launching a New Providing
Create a touchdown web page when launching a brand new product, service, or characteristic to generate early curiosity and construct pre-orders or leads earlier than it goes reside.
For instance, Christopher Ward had a “be part of the waitlist” touchdown web page to gather e mail addresses forward of a product drop:
As soon as your providing launches, you may repurpose your touchdown web page to assist gross sales or redirect it to the reside product web page.
Working a Promotion
Create a touchdown web page when working a time-bound promotion to maintain guests centered on the provide.
A devoted promotional touchdown web page offers a constant expertise and reduces distractions, which will increase the probability of conversion.
For instance, LEGO makes use of a Black Friday touchdown web page tailor-made to U.S. audiences.
Exterior the promotion window, the web page builds anticipation for the approaching yr and encourages guests to maintain buying:
Throughout the promotion interval, the identical web page highlights energetic offers and guides customers towards buy.
In response to Semrush’s High Pages dashboard, LEGO’s Black Friday touchdown web page attracted greater than 206K natural search visits, 119 AI site visitors, and 149K paid search visits in November 2025.
Creating Lead Magnets
Create a touchdown web page when providing a lead magnet (a high-value piece of content material exchanged for a customer’s contact data) to drive extra conversions.
Having a devoted lead magnet touchdown web page additionally makes it simpler to advertise the asset throughout channels like e mail and social media.
For instance, Salesforce makes use of a touchdown web page to distribute its Related Monetary Companies Report and has shared the web page URL by means of LinkedIn:
Focusing on New Audiences
Making a touchdown web page particularly for a brand new or distinct viewers phase permits you to tailor messaging, visuals, and provides to a specific group of prospects to enhance relevance and conversion charges.
For instance, Canva creates touchdown pages for various audiences, equivalent to gross sales groups and college students:
Viewers-specific touchdown pages additionally assist natural search visibility. As a result of every web page targets a selected viewers and intent, they will present for related key phrases and prompts.
What Are the Totally different Touchdown Web page Sorts?
Totally different touchdown web page varieties allow you to align with particular marketing campaign goals and embrace the next:
Lead Technology Pages
Lead technology pages are designed to gather contact data by means of a type.
Usually talking, lead technology pages work finest for B2B firms, SaaS merchandise, and repair companies constructing e mail lists. The aim is often to supply a service or useful piece of content material in trade for consumer particulars.
Click on-Via Pages
Click on-through pages are designed to teach and persuade guests earlier than sending them to a conversion web page to finish an motion, so that they’re helpful when guests want extra context earlier than committing.
Whereas click-through pages do not embrace kinds, they do usually present product/service advantages, social proof, and a transparent CTA button that results in a checkout web page or sign-up stream.
Ecommerce companies typically use click-through pages earlier than checkout, whereas software program firms use them earlier than a free trial registration.
Squeeze Pages
Squeeze pages are minimalist touchdown pages designed to seize e mail addresses with minimal friction.
These pages normally characteristic a single type area and little or no copy—simply sufficient to speak the worth of the provide. Squeeze pages are generally used for e-newsletter sign-ups, webinar registrations, and early-access lists.
Gross sales Pages
Gross sales pages are long-form touchdown pages designed to transform guests into higher-commitment actions, equivalent to costly purchases, long-term subscriptions, or contracts.
Good gross sales pages embrace detailed product/service explanations, testimonials, pricing data, and FAQ sections to deal with objections and construct confidence.
B2B firms promoting enterprise software program and creators promoting on-line programs typically use gross sales pages when patrons want extra data and reassurance earlier than committing, equivalent to for larger worth factors or longer resolution cycles.
7 Touchdown Web page Finest Practices [with Examples]
Observe these touchdown web page finest practices to get extra worth out of your campaigns:
1. Optimize Above the Fold
Optimizing above the fold means designing the highest portion of your touchdown web page to right away talk worth and immediate motion with out requiring customers to scroll.
Simplest touchdown pages embrace these above-the-fold components:
- An interesting headline that conveys the providing and piques curiosity
- A subheading that describes the advantage of the providing
- A supporting visible
- A CTA button encouraging guests to take the following step
Create a Clear and Compelling Headline
Write a headline that clearly communicates the provide and provides guests a cause to study extra, rising the possibilities of conversion.
Strengthen headlines by utilizing confirmed psychological triggers, equivalent to:
- Urgency: “Save 50% on Annual Plans Earlier than April 1”
- Curiosity: “See What’s Slowing Down Your Web site’s Efficiency”
- Specificity: “Discover and Repair Technical search engine optimisation Points in Minutes”
- Ache factors: “Cease Shedding Clients to Sluggish Web page Load Instances”
For finest outcomes, align your headline intently with the advert copy or e mail that introduced guests to your touchdown web page. Matching the message reassures customers they’re in the best place and reduces bounce charges.
For deeper steering, see our touchdown web page copywriting ideas.
Use a Profit-Pushed Subheading
A subheading helps the headline by clarifying the first good thing about the provide and including context with out overwhelming the customer.
Efficient subheadings clarify how the provide delivers worth or what the customer will get after changing, serving to customers shortly determine whether or not the web page is related to them.
Embrace a Supporting Visible
A supporting visible within the hero part reinforces the headline and subheading and helps guests perceive the provide at a look.
Efficient hero visuals might embrace product screenshots, quick movies, or illustrations that present the result or worth of the provide somewhat than simply its options. The aim is to shortly verify relevance and assist the first CTA—to not adorn the web page.
When selecting a hero visible, prioritize readability and alignment with the conversion aim:
- Present the services or products in context, when attainable
- Match the visible fashion to the target market
- Emphasize outcomes or outcomes
The strongest hero visuals sit near the headline above the fold, the place they will instantly reinforce the core message and information consideration towards the CTA.
Whereas this part focuses on the primary visible within the hero space, the identical rules—readability, efficiency, accessibility, and relevance—must be utilized persistently to all visuals all through the touchdown web page.
Design Sturdy Calls to Motion
Your CTA is the place conversions occur, so its copy, design, and placement must make the following step apparent and straightforward.
- Use action-oriented button copy: Change generic labels like “Submit” or “Click on Right here” with benefit-focused language. First-person phrasing (for instance, “Begin My Free Trial”) typically performs higher as a result of it creates a way of possession.
- Make the CTA visually distinct: Use a button colour that contrasts clearly with the web page background, give it sufficient measurement and whitespace for simple interplay, and apply refined visible cues to attract consideration.
- Place CTAs the place intent is highest: Embrace the first CTA above the fold and repeat it close to pure stopping factors on longer pages so customers can convert as quickly as they’re prepared.
2. Leverage Social Proof
Leveraging social proof means displaying guests that others belief and use your services or products, which builds confidence and reduces hesitation.
You may add social proof to a touchdown web page by together with:
- Buyer or shopper logos
- Testimonials or quick quotes
- Use or adoption metrics
- Assessment or scores widgets from trusted platforms
For instance, Semrush makes use of a belief bar with recognizable shopper logos and a testimonial tailor-made to the target market:
3. Decrease Navigational Components
Minimizing navigational components retains guests centered on the first motion as a substitute of clicking away out of your touchdown web page.
Many manufacturers use touchdown pages that don’t have full-site navigation and restrict hyperlinks to solely what’s important.
For instance, The New York Instances subscription touchdown web page excludes the primary navigation menu and footer, leaving customers with a transparent provide and name to motion.
Word that minimizing navigation doesn’t imply eradicating it solely. Touchdown pages ought to nonetheless present entry to vital hyperlinks—like privateness insurance policies, phrases, and restricted model navigation—to keep away from irritating customers or blocking various conversions.
Navigation high quality additionally impacts paid search efficiency. Google has acknowledged that poor touchdown web page navigation can scale back advert visibility or improve prices as a result of it creates a weak consumer expertise.
4. Run A/B Checks
A/B testing compares two variations of a touchdown web page by displaying every model to a portion of tourists and measuring which one performs higher to tell your touchdown web page optimization.
In a typical check, customers are break up equally between a management (authentic model) and a variant (modified model). The successful model can then turn out to be the primary web page.
You may A/B check components equivalent to headlines, physique copy, visuals, layouts, CTAs, and type design. Simply persist with testing one component at a time—this method replaces guesswork about what truly impacted efficiency.
Even once you’re not actively A/B testing, monitor key touchdown web page efficiency metrics. Ongoing monitoring permits you to see if touchdown pages carry out as anticipated. And helps you establish points early.
5. Apply search engine optimisation Finest Practices
Utilizing search engine optimisation finest practices on touchdown pages makes it attainable for them to seem in search engine outcomes and AI system solutions.
Plus, ways which can be good for search engine optimisation are usually good for conversions.
Key search engine optimisation concerns for touchdown pages embrace:
- Crawling and indexing: Make certain touchdown pages aren’t by accident blocked by robots.txt, “noindex” tags, or crawl guidelines if you would like them to seem in search outcomes. An exception could also be extremely time-sensitive marketing campaign pages that gained’t be reused or redirected after the promotion ends.
- Duplicate content material: Touchdown pages that intently resemble different pages can hurt search visibility if serps can’t decide which model to rank. Use canonical tags to point the popular model and keep away from competing URLs.
- Web page velocity: Sooner load occasions enhance rankings, usability, and engagement
- Inside hyperlinks: Use inside hyperlinks deliberately to assist discoverability, however keep away from including pointless hyperlinks that distract guests from the first conversion aim
- Cell search engine optimisation: Touchdown pages ought to carry out reliably on each desktop and cell units
- Accessibility and safety: Pages must be accessible to all customers and served securely, together with correct distinction, readable textual content, and HTTPS
- Skinny content material: Even conversion-focused pages want sufficient significant content material to fulfill customers and search methods. Every part ought to clearly clarify the worth of the provide, present context or proof, and assist the first conversion aim—with out padding or irrelevant element.
- Content material readability for extraction: Construction content material so every part can stand by itself, with clear headings, quick paragraphs, and a single focus. Lead with the first profit, layer in supporting particulars as customers scroll, and use progressive disclosure to introduce complexity with out overwhelming readers or search methods.
Use Website Audit to Assessment Touchdown Web page search engine optimisation
Semrush’s free search engine optimisation checker, Website Audit, will help establish many of those points throughout your touchdown pages.
A sensible workflow seems to be like this:
- Guarantee touchdown pages are included within the crawl: Configure crawl settings to incorporate particular folders, URLs, or subdomains the place touchdown pages reside so that they’re evaluated alongside the remainder of your website
- Assessment points that have an effect on visibility and efficiency: Use Website Audit studies to establish issues equivalent to blocked pages, duplicate content material, sluggish load occasions, or cell usability points which will influence each rankings and conversions
This method helps guarantee touchdown pages meet search engine optimisation necessities with out sacrificing their major conversion focus.
For extra detailed steering, see our search engine optimisation for touchdown pages information.
6. Optimize Kind Design for Most Completion
In case your touchdown web page features a type, optimizing it to be as unintrusive as attainable makes it simpler for guests to transform.
Decrease overwhelming customers by:
- Asking for important data solely: If a cellphone quantity or firm measurement isn’t required instantly, don’t request these particulars
- Utilizing progressive profiling: Acquire fundamental particulars first, then collect extra data throughout onboarding or follow-up
- Take into account multi-step kinds: Breaking lengthy kinds into two or three steps can enhance completion by lowering perceived effort
You may as well make kinds really feel simpler to finish by utilizing:
- Clear error messages: “Please enter a sound e mail handle” is extra useful than “Error in area 2”
- Privateness reassurances: Add microcopy close to delicate fields, like “We’ll by no means share your e mail with third events”
7. Guarantee Cell-Pleasant Design
Cell-friendly design is important as a result of many touchdown web page guests are utilizing cell units.
To optimize touchdown pages for cell customers:
- Use responsive design: Make sure the web page routinely adjusts to completely different display screen sizes so content material, photos, and CTAs stay readable and usable
- Make components touch-friendly: Buttons and hyperlinks must be massive sufficient to faucet comfortably, with sufficient spacing to stop misclicks
- Prioritize readable textual content: Use font sizes and spacing that preserve content material legible on small screens with out requiring pinch-zooming
- Simplify format and navigation: Cell touchdown pages ought to take away pointless components and stack content material vertically to keep up focus
- Optimize kinds for cell enter: Use applicable area varieties, equivalent to e mail keyboards for e mail fields and numeric keypads for cellphone numbers
- Optimize web page velocity: Cell customers typically have slower connections, so decrease massive belongings and pointless scripts to maintain load occasions quick
Check touchdown pages on actual cell units to verify that layouts, kinds, and CTAs behave as anticipated.
Use instruments like Google’s Cell-Pleasant Check to establish cell usability points.
Case Examine: Semrush Touchdown Web page
This case examine examines a Semrush touchdown web page designed to advertise the Website Audit characteristic and encourage free trial sign-ups.
Moderately than specializing in a selected marketing campaign, this instance highlights how Semrush applies touchdown web page finest practices—equivalent to clear worth messaging, centered format, and belief alerts—to information guests towards a single motion.
The Hero
The hero is the above-the-fold part of the touchdown web page, and is designed to right away talk worth and information guests towards a single motion.
On the present Semrush Website Audit touchdown web page, the hero contains:
- Minimalist header: A simplified header with the Semrush emblem, preserving distractions to a minimal
- Profit-driven headline: A transparent headline that communicates the first worth of the software
- Supporting subheadline: Extra context that clarifies what the consumer will get with out including friction
- Interactive product preview: A visible component that lets guests discover the software’s performance
- Major CTA button: A transparent name to motion that directs customers to begin a free 7-day trial
Mariana Clavel, the Content material Strategist at Semrush who labored on this touchdown web page, says
“The linked emblem is there for model recognition and to present customers a well-known solution to discover extra of the location in the event that they wish to.”
“The headline is daring and benefit-driven, so guests immediately know what they’ll get. We saved the subheadline easy to assist the primary message with out overwhelming the reader.
“Lastly, the product demo provides credibility and makes the web page extra partaking.”
The Social Proof
Beneath the hero part, the touchdown web page includes a “Trusted by” part displaying logos of well-known Semrush prospects.
These recognizable manufacturers assist set up credibility early, particularly for guests unfamiliar with the product.
“When somebody lands on the web page from an advert, they is likely to be unfamiliar with the Semrush model,” Mariana says. “Displaying recognizable firm logos helps us construct belief and present that different respected companies are utilizing the product.”
Close to the underside of the web page, Mariana’s group leverages social proof once more by displaying Semrush awards and accolades.
“This additional dose of social proof is beneficial for hesitant customers who want one final little bit of validation earlier than clicking the CTA. Consider it as a confidence enhance proper earlier than the end line.”
The Answer
The center part of the touchdown web page expands on the core worth proposition by explaining how the Website Audit software helps customers establish and repair web site points.
This part makes use of quick, scannable copy paired with supporting visuals to make the data simple to soak up. Headlines break the answer into clear steps, whereas visuals reinforce how the software works and what outcomes customers can count on.
Listed here are some side-by-side cell screenshots:
“This a part of the web page explores the advantages in additional element, so virtually minded customers could make an knowledgeable resolution earlier than taking motion,” Mariana says.
“We positioned eye-catching CTA buttons at key factors all through this part to immediate conversions, utilizing completely different CTA copy in an effort to maximise engagement.”
A/B Testing Insights
The group makes use of A/B testing to guage how small adjustments to components on key touchdown pages have an effect on outcomes that may be scaled throughout different pages.
Right here are some things Mariana’s group realized from working A/B checks on the Website Audit-focused touchdown web page:
- CTA: “Attempt Free For 7 Days” drove extra trial sign-ups than different variants
- Visible above the fold: The interactive product demo drove extra trial sign-ups and funds in comparison with static visuals and GIFs
- Social proof: Incorporating trust-focused messaging under the CTA and product demo drove extra sign-ups
“We’re additionally at the moment testing a video above the fold to additional optimize first-screen engagement,” Mariana says.
Create Touchdown Pages that Convert
Anybody can create touchdown pages that convert with Semrush’s Touchdown Web page Builder, which lets you:
- Construct quick, mobile-friendly pages with a drag-and-drop editor
- Publish touchdown pages on to your area
- Monitor conversions and different metrics by means of an analytics dashboard
- Combine with advertising instruments like HubSpot and FreshMail
- Arrange and monitor A/B checks
All with none want for coding.
This publish was up to date in 2026. Excerpts from the unique article by Rachel Handley might stay.
