How to make a landing page and skyrocket your sales

Imagine: you spent several months and millions of rubles on an ideal website, launched advertising in Direct and on social networks, and all this time your competitor receives applications on a one-page website with an “Order” button. The question is, why are you waiting for another layout from an agency, if you could have completed a landing page in three days and counted the profit?

In fact, the site and landing page have different tasks. A website is a brand’s online representation, where you can buy products, look at cases and blog articles, argue with commentators, find out who you are, your values ​​and philosophy, your virtual office, where all the company’s processes are duplicated. Landing is a pillar at the entrance. He doesn’t talk about the whole business, but he does a great job of selling one specific proposal. Such a page works quickly: it collected traffic, caught attention, and brought it to an application. It can be opened while the agency is polishing the structure of a large project, so as not to lose leads, and can be used to launch promotions, test ideas, and gather an audience for a new service. In this article, we analyze what a landing page is, its pros and cons, and confirm its effectiveness with cases. 

What is a landing page

Landing (from the English landing page - “landing page”) is a one-page website created for one action: for a person to leave a request, pay for a product, or register for an event. There are no unnecessary sections or transitions; information is presented in the form of blocks visible when scrolling. 

According to Unbounce, the average conversion rate for landing pages is 6.6% across all industries. For comparison, in a Ruler Analytics study, the average conversion for 14 types of sites (health, finance, cosmetics, e-commerce, etc.) is 2.9%. That is, landing pages convert traffic 2 times better on average.

The main advantage of landing page is speed. On constructors like Tilda it can be assembled and configured in a couple of hours. As soon as an idea comes to mind, you can immediately check its relevance: we create a landing page, provide a link on social networks, launch advertising and collect statistics. If the landing is done by a professional, like us, the effect can be even higher than expected. Yes, we developed a selling landing page for a real estate agency with the goal of increasing sales by 50% - and in fact, after launching the page and setting up advertising, there were 62% more applications.

Modern landing pages have long gone beyond simple text pages with a button. You can place them on interactive map, video product previews, calculators, application forms and dynamic blocks with reviews. This increases engagement and helps the user make a decision right on the page.

Why do you need a landing page?

The purpose of the landing page is to lead the user to the target action. This could be a purchase, application, registration, and so on. It usually has one CTA, there are no unnecessary links that can take the user away from the sales funnel, hence the high conversion rate. 

Landing pages are used to assess demand, check the price and offer, and decide whether it is worth investing in the development of an idea or whether something needs to be fixed. Often, for this purpose, several landings are created with different conditions and they evaluate which strategy turned out to be winning. 

If you drive traffic from contextual advertising, social networks or newsletters, the user does not need a huge portal. He needs one page where everything is clear: what you offer, why you are the best of the best, where to click. The landing page turns clicking on an advertisement into an application.

It often serves as a temporary platform while the brand does not have a large website. The advertising works, applications come in, the team tests offers, and later the page can be expanded into a full-fledged project.

In many industries, landing pages remain the main sales tool. Real estate agencies create separate pages for each residential complex, car dealers for specific models, online schools for courses. It is convenient for sales and seasonal offers, large events, it helps to speak to the client in essence: this is our product, these are its advantages, if you are interested, press the button.  

How are landing pages different from a regular website?

Let's briefly list the differences.

A website is a digital ecosystem where a business solves customer problems: answers questions, resolves objections, tells cases, builds expertise and reputation. Through content, SEO and brand media, the website becomes the main channel of awareness and growth. The landing page is designed for the “here and now”: you came up with a master class on collecting stones, made a landing page, talked about it on social networks, collected contacts and closed the page. 

The difference is also visible in promotion. Websites are optimized for SEO, increase organic content and build domain authority. Landing pages are often created for paid traffic: context, target, mailings, their goal is to convert clicks into real applications, and it is not necessary to get into the search results. But if you optimize the planting, it will bring in organic matter, including after the end of the campaigns - we also do this. 

Types of landing pages

In fact, there are a lot of landing pages, their appearance and functionality depend on the goal. By default, they are usually divided into two large groups:

1. Lead generation. These pages are created to collect lead data such as email, mobile number, and so on. The information can then be used for invitations to promotions, mailings, and so on. Important: this requires the prior consent of the addressee (Article 18, Part 1 Federal Law N 38-FZ in ed. dated July 31, 2025). Often, in exchange for contacts, the owner of a one-page website offers the user a bonus (lead magnet): a recording of a webinar, a guide, or something else. 

2. Go by click. In this case, a landing page is needed to take the user to the next step: to purchase, order, view a price list or download an application. Its task is to strengthen the advertising message that the user came through, to interest them, to remove objections and to provide arguments in favor of the click. Spoiler: a simple “buy from me, I’m cool” is not enough. 

In general, all other landings in one way or another belong to either the first or second type. This is, for example, a Squeeze page, whose goal is to “squeeze” visitors’ contact information. It differs from classic landing pages with lead generation in size; as a rule, it only contains a message about the gift and a data form. Often these pages appear in the form of pop-ups. Another option: Long-form, it contains more information than the classic landing page, this is already a microsite. For example, there may be blocks with reviews, cases, responses to objections, guarantees, video reviews, and so on. Coming Soon is created to stir up interest in an event that has not yet taken place. There may be a timer, a call to sign up for the waiting list or download a trial, and so on. 

Pros and cons of a one-page website

In addition to the already stated advantages (quick launch, high conversion), there are others. We will list the main advantages of the landing page and honestly talk about the disadvantages. 

1. Easier to test. It’s easy to connect one page to end-to-end analytics, run A/B tests on the color of a button, offer, title. Even small changes are immediately visible in the numbers.

2. Loads faster. Anything that works on the phone without freezing or unnecessary transitions wins over large sites. In recommendations Google Developers stated: for a page to be convenient to use, it must load in less than 2.5 seconds and respond to user actions in 200 milliseconds.

3. Easier to modify. You can add a video, calculator or feedback form without a developer. And if the offer didn’t work, they rewrote a couple of blocks and launched it again.

4. Can be personalized. In 2025, the share of dynamic projects, where content is adjusted to the user in real time, is growing. Texts, images, and CTAs may vary depending on traffic source, region, and on-page behavior. 

5. Cheaper than a full-fledged website. The cost of a multi-page project starts from $15,000 and can increase indefinitely depending on how complex the functionality you have planned. The landing will cost $5,000. 

 Now let's go over the cons. 

1. Landing is tied to structure. You won’t be able to deviate too much from the route; there should be a headline, an offer, triggers, a CTA button, and so on. 

2. Designed for one sentence. It is impossible to talk about the entire assortment; the user’s attention is scattered, and he simply closes the page. 

3. The format is not suitable for selling complex products. It is focused on quick, emotional decisions: it is difficult to imagine that industrial equipment or IT developments will be purchased this way. 

4. This is a weak tool for reputation. It will not show the company’s expertise and will not build user trust; these tasks are best solved by brand media. 

5. He won't accept a bad offer. Even if the design is thought out down to the millimeter, and it’s impossible to miss the CTA button. Without a clear USP, an accurate target audience and analytics, any landing page will remain just a beautiful page. 

If you understand what you are doing and why, even a one-page website assembled on your knees in a constructor will work. And if “if only it was”, then a super-premium site will not justify the investment. 

Landing structure

Landing is the shortest and most direct route to action. The 50:50 principle works here: the user either does what he was brought to the gate for, or leaves. Therefore, despite dynamic blocks and the introduction of AI, the basic structure remains unchanged, it has been tested by millions of cases. 

1. First screen. This is the most important thing, if you fail to retain attention here, the user will no longer see the second screen. There should be: a headline with a USP, an explanatory subheading, a short list with advantages, a button with a CTA, and sometimes a calculation form (for example, laminate flooring by floor area). Contacts (phone, instant messengers, social networks) should be placed here so that “hot” clients don’t have to look for where to call.

2. Landing page body. Each screen answers one question: why you and not your competitors. Blocks with a product description, advantages, social proof (reviews, cases, numbers), as well as a FAQ section are placed here to remove the latest objections. Now they are adding animation, video reviews, quizzes and dynamic elements that adapt to the user.

3. Final screen. Don't force the user to return to the top, duplicate the CTA and application form for those who read to the end of the page. “Live” triggers work well: video message, promotion timer, map with a geotag. There should not be any unnecessary links; they distract attention from the main button. 

The number of blocks and screens is selected according to the task: for a simple budget product one screen with a “Buy” button may be enough, but for expensive solutions you need a long page with a gradual warm-up and answers to all possible objections.

How to create a landing page

Technically, you can do it yourself, even if you don’t have the skills to create websites: in an evening. On builders like Tilda, Craftum and others, the page is assembled from ready-made modules: header, form, button, block with reviews, in addition, there are neural networks for vibe coding that convert your request into a ready-made landing page. But if the goal is real growth in sales, conversions and return on investment, and scaling is planned in the future, you need a product with clean code, unique photo and video materials, and SEO promotion. Fill out the brief, Veonix will do the rest.