What Is a Touchdown Web page? [+ Case Study & Tips]

What Is a Touchdown Web page?

A touchdown web page is a webpage used as an entry level for a advertising marketing campaign and designed to drive a focused conversion (desired person motion), similar to a purchase order, signup, or obtain.

Whether or not you are operating paid advertisements, e-mail promos, or different campaigns, sending visitors to a tailor-made touchdown web page that mirrors the marketing campaign’s messaging and visuals can improve conversion charges.

Frequent options of touchdown pages embody:

• Profit-driven headline: A sentence-style headline that instantly engages the person and communicates the important thing advantage of taking motion
• Calls to motion (CTAs): Persuasive phrases that encourage motion, normally displayed on clickable buttons that information customers to the following step
• Textual content and pictures: Visually partaking content material that communicates the provide’s profit
• Social proof: Buyer rankings, testimonials, utilization statistics, or accolades that leverage individuals’s tendency to belief others’ opinions and selections
• Submission kind: A kind designed to gather key data from the customer and convert them right into a lead or person

Touchdown pages will be short-term, standalone pages created for particular advertising campaigns. Or pages that kind a part of the principle web site construction.

What’s the Function of a Touchdown Web page?

The aim of a touchdown web page is to drive a excessive conversion price—i.e., get a lot of guests to take the specified motion. So you’ll be able to enhance your marketing campaign’s outcomes with out rising its attain.

Excessive-quality touchdown pages work as a result of they’re:

• Tailor-made to their particular use case
• Free from distractions that might forestall conversions
• Simple to experiment with and analyze because of their singular focus

Touchdown pages may result in elevated advert impressions and lowered advert prices.

On platforms like Google, Fb, and Microsoft, advertisements linked to related, high-performing webpages can safe higher placements and decrease prices per click on (CPCs).

When to Create a Touchdown Web page [with Examples]

Create a touchdown web page whenever you’re launching a advertising marketing campaign and wish to drive a selected motion from a selected viewers.

You too can use or adapt current pages in your web site to behave as touchdown pages. 

For instance, whenever you’re:

Launching a New Providing

When you’re launching a brand new product, service, or function, a touchdown web page may help you construct hype and generate pre-orders or leads.

For instance, Christopher Ward has a “be part of the waitlist” web page for its upcoming product drop:

You may repurpose or redirect your touchdown web page as soon as your providing goes reside.

Operating a Promotion

When you’re operating a promotion, a devoted touchdown web page helps guarantee guests have a constant, centered expertise. That means they’re extra more likely to convert. 

For instance, Lego has a Black Friday touchdown web page for U.S. audiences.

Outdoors of the promotion interval, this web page builds anticipation and encourages customers to create a want record.

Through the promotion interval, this web page helps customers discover the offers they’re on the lookout for and prompts them to purchase.

Lego’s web page attracted over 151,000 natural search visits and 100,000 paid search visits in November 2024, in response to Semrush’s Site visitors Overview instrument.

Creating Lead Magnets

While you create a lead magnet (a chunk of high-quality content material offered in change for the person’s contact data), a devoted touchdown web page may help you maximize conversions.

This web page additionally makes it simpler to advertise your content material throughout completely different channels, similar to social media and e-mail. 

For instance, Salesforce created a touchdown web page for its Linked Monetary Providers Report. And shared the URL by way of LinkedIn:

Focusing on New Audiences

If you wish to goal a brand new viewers, contemplate making a touchdown web page to talk immediately to those customers.

For instance, Canva has touchdown pages tailor-made to numerous viewers segments. 

Tailor-made messaging and imagery assist to maximise conversions from every.

These touchdown pages additionally assist Canva rank for particular key phrases in search engines like google.

As an illustration, the scholars web page ranks for 9.4K key phrases in Google. And these rankings drive round 28.8K month-to-month visits, in response to Semrush’s Natural Analysis instrument: 

5 Touchdown Web page Finest Practices [with Examples]

Observe these touchdown web page greatest practices to get the perfect outcomes out of your marketing campaign:

1. Optimize Above the Fold

Optimize above the fold (the highest portion of the web page customers see earlier than scrolling down) to rapidly interact customers and immediate fast conversions.

Most touchdown pages share these above-the-fold options:

• An attractive headline that describes the advantage of the providing
• A supporting visible
• A CTA button

Like so:

Optimize your design for desktop and cell gadgets.

2. Leverage Social Proof

Leverage social proof (individuals’s tendency to belief their friends’ opinions and selections) to present customers confidence to take motion.

You are able to do this by incorporating shopper logos, buyer testimonials, adoption metrics, or evaluate website widgets into your touchdown web page. 

Like this Semrush instance:

3. Decrease Navigational Components

Decrease navigational components so customers aren’t tempted to go away your touchdown web page.

For instance, The New York Occasions subscription web page doesn’t embody the location’s most important navigation menu or footer. The touchdown web page solely consists of hyperlinks to mandatory pages:

This tactic reduces the chance of the person getting distracted and going elsewhere.

However don’t do away with your navigation altogether. 

In any other case, you could possibly frustrate customers and forestall different sorts of conversions in your website.

Plus, Google just lately started contemplating touchdown web page navigation experiences when evaluating paid search advertisements. Poor-quality navigation can result in decrease advert visibility and/or greater advert prices.

In case you are an advertiser, and your touchdown pages usually are not at the moment navigable, we advocate bettering navigation in your website to allow individuals to get the place they wish to go. 

– Google

4. Run A/B Exams

A/B testing entails sending 50% of customers to 1 model of your touchdown web page (the management) and the opposite 50% to a special model (the variant) after which evaluating outcomes to see which model performs greatest.

You should use A/B testing to match the efficacy of various copy, pictures, colours, layouts, and way more. 

The method means that you can make data-driven choices moderately than counting on guesswork or opinions. 

After all, additionally monitor key advertising metrics whenever you’re not A/B testing. So you’ll be able to guarantee your touchdown pages carry out as anticipated. And spot any points rapidly.

5. Perceive search engine optimisation Finest Practices

Understanding search engine optimisation greatest practices is essential as a result of touchdown pages have the potential to assist or hurt your web site’s search engine visibility.

Plus, techniques which are good for search engine optimisation are usually good for conversions.

Listed below are some key issues to contemplate:

• Crawling and indexing: Take into account whether or not you need search engines like google to crawl and index your touchdown web page (i.e., save your web page as a possible search consequence)
• Duplicate content material: If touchdown pages are just like different pages in your website and never dealt with correctly, they could possibly be handled as duplicate content material and hurt your search visibility
• Web page velocity: Bettering load speeds may help you rank greater in search outcomes and enhance person engagement
• Inside hyperlinks: Whereas inside hyperlinks (hyperlinks to different pages in your website) will be good for search engine optimisation, they could distract touchdown web page guests from changing
• Cellular search engine optimisation: Touchdown pages ought to carry out nicely on desktop and cell gadgets
• Accessibility: Be sure your touchdown pages are accessible and safe
• Skinny content material: Though touchdown pages are conversion-focused, present sufficient significant content material to fulfill search engines like google and customers

Case Research: Semrush Touchdown Web page

To higher perceive what makes an efficient touchdown web page, let’s look at this Semrush touchdown web page, which our workforce used to help paid search campaigns for Semrush’s Website Audit instrument.

The aim of the web page is to generate free trials.

The Hero

The hero is the above-the-fold part of the touchdown web page that features the next components to rapidly interact customers: 

1. Minimalist header: There’s no navigation menu—only a brand linked to Semrush’s homepage
2. Profit-driven headline: A concise headline speaking the profit proposition
3. Subheadline: Supplies context and element to the headline
4. Interactive demo: An interactive visible that lets the person attempt the instrument
5. CTA button: A button that prompts and permits the person to transform

Mariana Clavel, a content material strategist who labored on this touchdown web page, stated: 

“The linked brand 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. We’re additionally planning to experiment with a extra sturdy navigation menu, to see if this improves our efficiency in Google Advertisements.”

“The headline is daring and benefit-driven, so guests immediately know what they’ll get. We stored the subheadline easy to help the principle message with out overwhelming the reader.

“Lastly, the product demo provides credibility and makes the web page extra partaking.”

The Social Proof

Beneath the touchdown web page’s hero is a “Trusted by” part, which options logos of a few of Semrush’s best-known shoppers.

“When somebody lands on the web page from an advert, they is perhaps unfamiliar with the Semrush model,” Mariana stated. “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 workforce leverages social proof once more by displaying Semrush awards and accolades.

“This further dose of social proof is helpful 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 supplies extra element in regards to the provided resolution/profit.

The copy is written and introduced in a method that makes it simple for customers to soak up. And accompanying visuals assist inform the story.

Listed below 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 determination earlier than taking motion,” Mariana stated.  

“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.”

Create Touchdown Pages that Convert

Anybody can create touchdown pages that convert with the Touchdown Web page Builder.

The app means that you can:

• Construct quick, mobile-friendly pages with a drag-and-drop editor
• Publish touchdown pages on to your area
• Monitor conversions and different metrics by way of an analytics dashboard
• Combine with advertising instruments like HubSpot and FreshMail
• Arrange and monitor A/B assessments

All with none want for coding.