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Types of landing pages

The main types you will meet

Almost every landing page you will ever build is a version of one of these five, and the differences matter more than the names do.

Most teams need only two or three of them in a year, so pick the type deliberately instead of building all five.

• Click-through page. It warms someone up, then sends them on to a checkout or a booking screen.
• Lead capture page. It offers something useful in return for a name and a way to reply.
• Sales page. It makes the full case for one product, often at considerable length.
• Event page. One date, one sign-up form, and then it retires when the date passes.
• Thank-you page. Short, calm, and the best place to ask for one small next step.

How to pick the right one

Start from the size of the ask. If the ask is small, the page can be short and direct, and if the ask is large, the page has to earn it with detail.

Match the page to where people came from as well. Someone arriving from an ad expects the same words the ad used, and a mismatch makes them wonder whether they clicked the right link.

The source and the size of the ask together usually name the type for you.

Write the ad and the page in the same sitting. It is the cheapest way to keep the promise and the payoff in step.

What every type needs

One headline that names the offer in plain words. One button, repeated if the page runs long. Proof that you are a real business, such as an address, a phone number, or a face.

Then take away everything else. Extra links pull people sideways — and sideways was not the action you asked for. A page is genuinely useful when the next step on it is obvious.

Read the page once with the button covered up, and ask whether you would still know what to do.

Contrast and font size matter here as much as the wording does, because a button nobody can read is not really a button.

How Microsite Generator handles this

Microsite Generator builds small multi-page sites rather than single campaign pages, and every site includes a lead form. Leads go to HubSpot, Salesforce, Slack, Microsoft Teams, email, or any webhook you point them at.

You can also run an A/B test on a page, which writes an alternate headline, lede and answer capsule and leaves the rest of the page alone. Each page is individually built, passes the compliance gate, and is checked against Google Search Essentials and modern web standards before it publishes.

The lead form is part of the site rather than an add-on, so there is nothing extra for you to install or maintain.

Updated September 2026