What is a Landing Page in Local Business Digital Marketing?

Key Takeaways

• A landing page is a standalone webpage designed for a single marketing goal—turning visitors into leads or customers.
• Unlike a homepage, landing pages are focused and guide visitors toward one clear action, improving conversion rates.
• They are highly effective for offers like discounts, free quotes, and consultations in exchange for the lead’s contact information.
• Strong landing pages include key elements like a compelling headline, clear CTA, concise copy, visuals, and trust signals.
• Simplicity and focus matter—fewer distractions, a single offer, and mobile-friendly design lead to better performance.
• Creating multiple landing pages and continuously testing and optimizing them can significantly increase leads and overall marketing success.

A “landing page” is probably one of those terms you’ve seen and had questions about. If so, you’re in the right place.

Landing pages play a significant role in your digital marketing strategy and can help you turn website traffic into real, paying customers. Let’s break down what a landing page is, what they’re used for, the critical elements they should include, and a brief intro into building one for yourself.

[Related: 5 Types of Digital Marketing That Get Results For Small Businesses]

What is a landing page?

A landing page is technically any webpage a consumer can land on, but for digital marketing specifically, a landing page is a webpage created for a visitor to land on after clicking a:

• Paid search ad
• Paid social ad
• Link in an email

A landing page is distinct from other webpages, like your homepage or other website pages, because they’re created to coincide with a specific marketing campaign and have a single focus.

Basically, they’re the next step in turning a visitor into a customer. 

A landing page is used for things like:

• Presenting a special offer (A plumbing company might offer “$50 off your first service call – limited time for new customers”)
• Offering a deal in exchange for a visitor’s contact info (A home cleaning service offering “Get a free instant quote + cleaning checklist” with visitors entering their name, email, and home details to receive it)
• Making a trade (A personal trainer offers a “free 30-minute consultation or fitness assessment” in exchange for scheduling an appointment and providing contact information)
• Sharing information (A landscaping company has a landing page explaining their services, service areas, before-and-after photos, and how their process works—helping potential customers understand what to expect before reaching out)

And don’t think you have to stick to one landing page at a time. Studies show that going from about 10 landing pages to 15 landing pages can result in a 55% increase in leads. Having 40+ landing pages can yield 500% more leads than companies with fewer than 10 landing pages.

[Related: Understanding the Buyer’s Journey]

Why is a landing page important?

You might be thinking to yourself, “Why can’t I just use my homepage as my landing page?” While your homepage might look great, displays your branding, tells a potential customer more about your business, and maybe even communicates current offers, it doesn’t clearly tell a visitor what next step you want them to take.

From your homepage, a visitor can explore your current job openings, read a blog post, check out your service offers, and dozens of other things. The line from homepage visit to conversion into a paying customer is much less direct.

Landing pages have an average signup conversion rate of 23%, higher than any other type of opt-in form (pop-ups, slide-ins, etc.) And that’s why they’re so important. 

Their benefits include:

1. They improve user experience: Landing pages are designed to be simple, focused, and easy to navigate. Unlike your homepage (which might send visitors in a dozen different directions), a landing page gives them exactly what they’re looking for, right away. That clarity makes it easier for visitors to take the next step without confusion or distraction.
2. They’re memorable: Because landing pages are so focused, they also make a stronger first impression. A well-crafted page quickly communicates what makes your business unique without overwhelming the visitor. That clear, concise message is what grabs attention—and helps people remember you.
3. They drive engagement: Once you’ve captured someone’s attention, the next step is getting them to interact. Landing pages help you do that by offering something of value—like a free quote, consultation, or downloadable resource. It’s the start of a relationship, not just a one-time visit.
4. They collect quality leads: From there, everything is built around conversion. Landing pages are designed with a single goal: turning visitors into leads. Whether it’s filling out a form or booking an appointment, each page creates a direct path to action. And the more landing pages you have working for you, the more opportunities you create to generate new business.
5. They build credibility: As visitors move closer to making a decision, trust becomes more important than ever. A strong landing page reinforces that trust with testimonials, reviews, and real data that show your results. These trust signals help reassure potential customers that they’re making the right choice.
6. They reinforce your brand message: Finally, every landing page strengthens how your business is perceived. It clearly communicates what you offer, who you serve, and why it matters… all in a way that’s easy to understand. Over time, that consistency helps build brand awareness and keeps your business top of mind.

[Related: Today’s Website: Free Guide for Small Businesses]

The critical elements of a landing page

Now that you’re convinced just how beneficial landing pages can be, let’s talk about what each landing page needs to have to succeed at the highest rate.

The critical elements of a good landing page include:

• A clear, compelling headline: This immediately tells visitors what you offer and why it matters to them.
• Supporting subheadline: An extra bit of copy adds context and reinforces the value of your offer.
• Strong call-to-action (CTA): A clear next step (e.g., “Get a Free Quote,” “Book Now”). Also, keep in mind that personalized CTAs perform 202% better.
• Focused, relevant visuals: Images or videos that support your message and build trust. We’ll especially stress videos here because stats show that landing pages with videos can increase conversions by 86%.
• Concise, benefit-driven copy: Explains what you offer and how it helps the customer.
• Lead capture form: A simple form to collect key information (name, email, etc.)
• Trust signals: Reviews, testimonials, certifications, or stats that build credibility. We stress this because 37% of the top landing pages include testimonials.
• Offer or value proposition: A clear reason for the visitor to take action (discount, free consultation, etc.) Keep this narrowed to one per page, as studies show that 48% of landing pages contain more than one offer, but including more than one offer can decrease conversion rates by 266%.
• Mobile-friendly design: Optimized for a smooth experience on any device.
• Minimal distractions: Limited navigation and no unnecessary links pulling users away. Something as simple as removing the navigation bar from your landing page can increase conversion by 100%.

A high-performing landing page doesn’t need to be complicated. In fact, shorter landing pages with clear CTAs outperform longer ones by 13.5%. But each of these elements work together to drive visitors toward taking action.

[Related: Free Guide: Why a DIY website may not work for you]

How to build a landing page

You can work with your digital marketing partner or web developer to create all the landing pages you need. But before you call them up, it’s best to have a good idea of what you want your page to look like before they begin the building process.

Here are some steps we recommend following when thinking about a new landing page:

1. Plan your page: Start by defining your goal, then look at things like what your competitors are doing, your target audience, and what you want your offer to be.
2. Consider the design: Peruse webpage templates, consider your visual hierarchy, and think about what videos, photos, etc., you want to use. We recommend following general landing page best practices.
3. Write copy: Remember to keep it simple, clear, and concise. Speak to your audience (their concerns) and show value quickly.
4. Set up for conversions: Again, follow best practices by keeping forms short, writing strong CTAs, and making sure offers are unique and singular.
5. Optimize the page: Check for page speed, mobile readiness, and remove distractions.
6. Test and improve: A/B test CTAs, offers, layouts, etc. to make sure your page is performing optimally. 

Working with a digital marketing partner like Hibu can take most of this work off your plate, so you can focus more on other parts of your business.

[Related: When is it Time to Outsource Your Digital Marketing?]

Take the complexity out of digital marketing with Hibu One

By now, you’ve seen just how powerful landing pages can be—and how much thought goes into creating one that actually converts. But as a local business owner, you don’t always have the time to plan, build, test, and optimize every page on your own.

That’s where having the right partner (and the right tools!) can make all the difference.

With Hibu One, you can simplify your entire digital marketing strategy—from your website and paid ads to reviews, listings, and more—all in one place. Instead of juggling multiple platforms or trying to piece everything together yourself, you get a streamlined solution designed to help you attract, convert, and retain customers more efficiently.

So, whether you’re just getting started with landing pages or looking to improve the ones you already have, you don’t have to figure it all out alone.

The goal is simple: turn more of your website visitors into real, paying customers—without adding more to your already full plate.

Ready to learn more about how Hibu One helps take the complexity out of digital marketing for local businesses like yours? Call us at 877-237-6120 for a free, no-obligation consultation or request a Hibu One demo today!