Types of Landing Pages

Lead generation pages

A lead gen page has one job: capture someone’s information through a form. Name, email, phone number — whatever you need to start a conversation.

These are the workhorses of B2B companies, service businesses, and anyone who sells through a sales process rather than an instant checkout. Think: a roofing company collecting quote requests, a SaaS company offering a demo, or a consultant booking discovery calls.

The formula is straightforward. A strong headline, a few bullet points explaining the value, and a form. The form should ask for as little as possible — every extra field drops your conversion rate. If you only need an email, only ask for an email.

Click-through pages

Click-through pages don’t have a form at all. Their job is to warm someone up before sending them to a checkout page, pricing page, or sign-up flow.

E-commerce brands use these constantly. Instead of sending ad traffic straight to a product page, they send it to a landing page that tells the story first — the problem, the solution, the proof — then links to the purchase.

SaaS companies do the same thing with free trials. The click-through page sells the why, and the sign-up page handles the how.

If your main conversion happens on a different page, you probably need a click-through page to get people ready.

Squeeze pages

A squeeze page is a stripped-down lead gen page with a single focus: get an email address. That’s it. No navigation, no extra links, no distractions.

You’ll usually see these paired with a lead magnet — a free PDF, checklist, template, or mini-course. “Enter your email and get the free guide.” The value exchange is clear and immediate.

Squeeze pages work best for building an email list. Coaches, creators, and small businesses use them to grow an audience they can market to over time.

The best squeeze pages are brutally simple. A headline, one or two sentences about what they’ll get, and an email field.

Splash pages

Splash pages are temporary, attention-grabbing pages for a specific moment. A product launch. An event announcement. A seasonal promotion. A coming-soon page for a business that isn’t open yet.

They’re not built to last. They serve a purpose for a defined window of time, then they’re retired or replaced.

A musician announcing a tour, a restaurant promoting a holiday menu, a startup building pre-launch buzz — all splash page territory.

These pages tend to be visually bold and light on copy. The goal is usually one action: RSVP, join a waitlist, or share with friends.

Which type do you need?

Here’s the quick decision framework:

• Selling a service or booking calls? Lead generation page.
• Selling a product online? Click-through page that sends people to your checkout.
• Building an email list? Squeeze page with a lead magnet.
• Launching something or promoting an event? Splash page.

Most small businesses start with a lead gen page. It’s the most versatile option and directly ties to revenue — someone fills out a form, you follow up, you close the deal.

If you’re not sure, start there. You can always add other page types as your marketing grows.