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Using Landing Pages Effectively

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Does your organization use landing pages on its website?

Also known as a “sales page,” or “splash page”, landing pages are a cheap but effective tool to guide users towards a specific action, without the distraction of unrelated links or content.

But like any tool, the overall impact depends on knowing when and how to use it.

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What Are Landing Pages

At its core, a landing page is a standalone web page with a singular goal—typically tied to a campaign, event, announcement, or audience segment.

Unlike a general-purpose page like “About Us”, a landing page is stripped of any unnecessary distractions and speaks only to a specific message or call to action (“CTA”).

Think of a page dedicated to a fundraising campaign. In this example, we don’t need links to the full site menu or unrelated programs. The entire experience is centered around a single goal: encouraging donations. The imagery, messaging, and design all reinforce that purpose, and a prominent “Give Now” button is the desired action.

A landing page should:

  • Focus on one clear, measurable goal or outcome (e.g. “apply now”)
  • Speak directly to a defined audience
  • Include only the content needed to support the intended action
What Should Be Included

Keep it focused. Less is more.

A strong landing page typically includes:

  • Clear headline and message of intent
  • Brief, compelling copy that supports your goal
  • Strong, visible CTA
  • Minimal (or no) site navigation, to reduce distractions
  • Social proof, such as testimonials, partner logos, and supporting data
  • Relevant images or video, for context and engagement

Resist the temptation to overwhelm users with too much content or complex layouts. Landing pages are not brochures–they’re tools of action.

Landing pages aren’t “extra content.” They are strategic content.
When to Use

Not every new initiative or campaign needs a standalone page. Before creating a landing page, ask yourself:

  • Is there a clear and trackable outcome (e.g. register, donate, apply)?
  • Is the page designed for a specific audience segment (and not the general public)?
  • Will you be driving traffic directly to the page (via email, ads or social media)?

If the answer is yes to any of these questions, a landing page is a good option to consider.

Avoid landing pages when:

  • You just need a place to stash content without a clear goal
  • You’re not promoting it through targeted channels–users are unlikely to stumble upon it by chance

Remember: landing pages aren’t “extra content.” They are strategic content.

Why They Matter

Public-sector organizations often serve broad audiences and complex missions. That makes focused communication even more essential for results.

  • Government agencies can use landing pages to simplify access to services–public health emergencies, elections, construction projects or new policy initiatives.
  • Higher education institutions may target prospective students in a particular program, or invite alumni in a particular city to a sponsored event.
  • Nonprofits can promote donation campaigns, volunteer recruitment, or event registration, with specific messaging and design tailored to each goal.

In each example, a well-designed landing page cuts through the noise and helps the right person find the right information fast.

Tools to Create and Manage

Most content management systems (“CMS”) support landing pages, though some make it easier than others.

Ideally, you will have a dedicated content type just for landing pages, with a template that already strips out standard elements like a primary menu or footer.

Editors should also have access to flexible tools for building and managing content—think layout options (like multi-column sections), drag-and-drop elements (forms, videos, galleries), and custom call-to-action blocks (CTAs).

We often work with clients using older systems where landing pages require developer assistance just to launch. Using a CMS like Drupal, however, we enable marketing teams to manage landing pages on their own—faster, cheaper, and with more control.

Final Word

Landing pages aren’t about showing everything you can do. They’re about showing the right message to the right person at the right time.

Used well, they can become some of the most effective web pages on your site. Used poorly, they create clutter and confusion.

If your goal is to increase engagement, drive action, or better serve your audience, landing pages should be part of your digital strategy.

Start small and track your results. Make sure each landing page has a clear purpose, a target audience, and a clear action or outcome.

Need help with your website? Contact our team to learn more.

About the Author

About the author

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Dan Moriarty is the co-founder, CEO and chief strategist with Electric Citizen.

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