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Whenever your brand releases a new product, consider making a landing page for it on your website. This common practice is how you can increase conversion rates and lower your customer acquisition costs. You can also create more tailored messaging, including a call to action based on your target audience. Learn more about the importance of using a landing page for a product.

What Is a Landing Page for a Product?

A landing page for a product is a post-click webpage that is intended to persuade a user to learn more about a particular offering. Like a traditional landing page, a product landing page is a single webpage that isn’t connected to the rest of your website’s navigation. Users will be able to visit this page only if you provide them with a direct link or if they find it through a search engine.

Product landing pages include a variety of design elements, such as a headline, hero image, testimonials, and anything else that would convince someone to buy your product. You should include copy that explains the benefits and features of what you’re trying to sell. The copy can also describe how your product can solve the customer’s problem.

Image via Pexels by Canva Studio

What Is the Use of a Landing Page for a Product?

Brands use product landing pages for the following reasons:

  • Make conversions – Similar to a normal product page, your landing page gives information about your product. The key difference is that with a landing page, you want to make a conversion. The goal of your product landing page is to get a user to act in a particular way. Typically, your call to action on your product landing page is intended to convince users to buy your product or at least inquire how to purchase it.
  • Tailor messaging – Since your landing page isn’t connected to your general website, you can make the messaging more in line with a particular target audience. For instance, let’s say you want to start an email campaign directed toward moms. Your email could include a link to your product landing page that includes copy and images directed toward the mom demographic.
  • Track results – When you create a landing page for a specific ad or marketing email, you can gain a better idea of how this ad performed. This can help you create more successful campaigns in the future.
  • Center focus – When a user visits your normal webpages, they have many options to explore. Since your product landing page is separate from the rest of your website, you can influence users to solely look at your product, helping you make more sales.
  • Create webpages faster – Updating your main website is a lot of work. When you use landing pages, you can use a landing page builder that makes it easy to drag and drop the elements you want. Oftentimes, you can save templates and make copies of them. This makes it quite easy to simply edit existing content to fit your new product.

What Are Product Landing Page Best Practices?

Follow these best practices to make great product landing pages:

  • Deliver on your promises – When your ad says one thing and your landing pages says another, your customers may feel frustrated. That’s why you should always be consistent in your messaging, ensuring that you are offering the same deals or promotions.
  • Focus on your product – Your landing page should be solely focused on your product. Don’t mention any other products or services your brand offers. Instead, make sure to emphasize the features and benefits of a specific product.
  • Include an end goal – A quality landing page will always have a call to action. Tailor your content around it, and find ways to get users to complete the intended action.
  • Know your target audience – Use your product landing page to speak to a specific segment of your audience. Just like you would tailor an ad or email campaign to a particular group, the same goes with your landing page. Use copy and images that directly relate to who you want to reach. Working with a marketing professional can help you better relate to your target audience and optimize sales.

What Are Landing Page Mistakes To Avoid?

Avoid these mistakes when creating a product landing page:

  • Putting multiple products on a landing page – Try to avoid this, and instead make a landing page for each product you hope to market. This way, you can keep your messaging focused and help users understand what makes your product unique.
  • Having an unclear call to action – Use your product landing page to tell users to buy your product. When you include more than one call to action, users may become confused about the purpose of your page.
  • Including complicated forms – If you want users to include their contact information, make this as easy as possible. By adding in too many steps or making the form hard to find, users will leave your page.
  • Ignoring your data – Analytics are one major perk of creating unique product landing pages. Always keep an eye on the data and statistics you gather from your pages. You may discover some interesting customer insights that you can use to your advantage.
  • Having slow loading times – As people get used to faster loading times, they may become more impatient when it comes to slow-loading websites. Make it your goal to keep your page loading times under five seconds, or users may give up on your landing page.

A product landing page is a great way to persuade more users to buy your products. The key is to create a landing page that speaks to a specific audience and has a clear call to action.

Knowledge Base: Intro to Marketing

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