If you're looking to attract more customers and grow your business, you might have heard the term “landing page.” But what exactly is it, and how can it help your small business?
A landing page is a simple, standalone web page designed to achieve one goal — whether that's getting someone to sign up, make a purchase, or book a service.
The good news? Creating a professional landing page doesn’t have to be difficult or time-consuming. With the right tools, you can have a page up and running in no time, even if you don’t have any coding experience.
Stay tuned, we’ll show you exactly how to create your landing page and how Durable’s AI Website Builder can make the process easy and stress-free.
What Is a Landing Page and Why Do Small Businesses Need One?
A high-converting landing page focuses on one clear goal, like getting visitors to sign up for your newsletter or make a purchase. This focused design can significantly boost conversion rates.
Unlike a typical webpage, which often has links to other parts of your site, a landing page is laser-focused on encouraging visitors to take one simple action, like signing up for a newsletter, booking a consultation, or making a purchase.
Think of it like a helpful guide that gently leads visitors to the action you want them to take, without distractions.
A landing page isn't just a marketing tool — it’s a way to streamline your customer journey, increase conversions, and make your marketing more effective.
How Landing Pages Help Small Businesses
So, how exactly can landing pages help small businesses like yours? Let’s dive into some of the key benefits they bring.
- Turn Visitors into Leads: Instead of people browsing around and leaving your site, a landing page helps guide them to take the action you want them to.
- Simplify the Customer Journey: No distractions here. When someone lands on your page, they’re immediately met with a clear next step to take.
- Make Your Marketing More Effective: Whether you’re running ads, sending out emails, or promoting through social media, a landing page keeps your message focused and makes sure you’re telling one consistent story.
If you're running a special promotion, launching a new product, or building your email list, a dedicated landing page ensures your message stays on track.
It allows you to:
- Customize Your Messaging: Speak directly to a specific audience, without the clutter of unrelated content.
- Track Your Performance Easily: See exactly how many people are converting, so you can tweak and optimize.
- Create a Seamless Experience for Your Customers: From ad to page to conversion, your customer’s journey feels natural and intuitive.
Want to get started? Your perfect landing page is just a few clicks away — let’s build it now!
Example: How a Bakery Could Boost Sales with a Targeted Landing Page
Let’s say you own a local bakery and want to promote a new subscription box for monthly treats (sounds delicious, right?).
Instead of sending people to your homepage, where they might get distracted by your menu or hours, you create a dedicated landing page. This page focuses entirely on your subscription offer, showcases mouthwatering photos, and includes a simple sign-up form with a special discount.
When someone clicks on your ad or email link, they’re taken directly to the page they were looking for. This focused experience makes them far more likely to subscribe.
Now you might wonder: Couldn’t my website’s homepage do the same thing? Let’s find out!
Landing Page vs. Website: Which One Does Your Small Business Need?
So, which one should you use — landing pages or websites? The short answer is: you need both.
They serve different, but equally important, purposes for your business.
Your business website is your digital storefront. It’s where people learn about your brand, explore your services, and get in touch. A landing page, on the other hand, is a focused tool designed to guide visitors toward taking one specific action.
When to Use a Landing Page vs. a Website
- Need a home for your business info? Use a website. Your website serves as a long-term asset for brand recognition, SEO, and offering an overview of your business.
- Running an ad or promotion? Use a landing page. Landing pages direct visitors to a specific offer, without the distraction of other pages. If you're running ads or email campaigns, a landing page ensures visitors can easily take the next step.
- Want to grow your email list? Use a landing page. Landing pages with simple forms are perfect for capturing leads — whether it's for a discount, freebie, or newsletter sign-up.
- Want to rank on Google? Use a website. Websites are built to help your business show up in search results and provide customers with a comprehensive view of your offerings.
Why You Need Both
A landing page isn’t a substitute for your website — it’s a powerful addition that works alongside it. While your website builds trust and brand awareness, landing pages are designed to drive targeted actions and conversions.
If you only use a website, you risk losing potential customers who don’t know where to go next. With a landing page, you guide them straight to the action you want them to take — whether it's signing up, making a purchase, or booking a consultation.
Remember: Your website is your foundation, and your landing pages are your secret weapon. Use both, and watch your business grow.
Want to get started now? Build a website (and your landing pages!) with Durable.
Types of Landing Pages Small Businesses Can Use
By now, we’ve learned that landing pages are specialized web pages designed to achieve a specific marketing objective. Choosing the right landing page can enhance your customer engagement and conversion rates.
Here are some common types of landing pages small businesses can use:
#1. Lead Generation Landing Pages
These pages collect visitor information (think email addresses) to build your contact list. Lead generation landing pages often offer something valuable in return, like a free ebook, discount, or newsletter subscription.
See how we created a simple (but effective!) landing page for our newsletter subscribers:
#2. Sales Landing Pages
Focused on persuading visitors to make a purchase, sales landing pages highlight product benefits, use compelling visuals, and feature clear calls to action that encourage immediate action.
#3. Event Registration Landing Pages
These pages are ideal for promoting webinars, workshops, or local events. An event registration landing page provides event details and encourages visitors to register, helping you manage attendance and keep your marketing focused.
#4. Thank You Landing Pages
Displayed after a visitor completes an action (like signing up or making a purchase), Thank You landing pages acknowledge the engagement and offer additional resources or promotions to keep the customer engaged and nurture the relationship.
Here’s the bottom line: If you’re not using landing pages yet, you’re leaving money on the table.
By creating a landing page for your small business goals like lead generation or sales, you can make sure your marketing is working smarter — not harder.
What Makes a High-Converting Landing Page for Small Businesses?
Building your landing page is one part of the puzzle. The other piece is using strategies and best practices to ensure your landing page converts.
Creating a landing page that effectively converts your visitors into your customers involves a few key elements:
- A strong headline: Your headline should immediately convey the value or benefit to the visitor, capturing their attention and encouraging them to read further. That’s where Durable’s AI can come in handy — we write all the content for your landing page for you!
- Engaging visuals: Incorporate images, GIFs, or videos that showcase your products or services in action. Visual content can enhance understanding and appeal to your audience's emotions. Durable’s website templates can give you an idea of what we mean.
- Simple, persuasive copy: Keep your copy concise and focused on the benefits to the customer. Use bullet points and short paragraphs to make it easily scannable.
- A single, clear call to action (CTA): Encourage visitors to take a specific action, such as "Get a Free Quote" or "Sign Up Now," using prominent buttons or links.
- Trust signals: Include customer reviews, testimonials, and security badges to build credibility and reassure visitors of your reliability. Word of mouth never goes out of style.
By following landing page optimization strategies like A/B testing your headlines and CTAs, you can continually improve your landing page’s performance.
How to Create a Landing Page for Your Small Business With Durable: Step-by-step Guide
We know you’re eager to get started — and we’re here to help! Creating a landing page with Durable is quick, simple, and tailored to your needs.
With our easy-to-use platform, you can build a custom landing page without the hassle of complicated coding.
Here’s how to get started:
#1. Sign up or log in to Durable
If you haven’t already, generate your website with Durable and sign up for a plan that best suits your business needs to get your website online.
If you already have a website with Durable, log in to your account.
#2. Select the "blank page" template
Durable landing pages begin with a blank page template, giving you the flexibility to fully customize your page to meet your needs.
Here are the exact steps:
- Go to Website > Edit website.
- Click the "Pages" button in the top bar > click "Create pages."
- Click the type of page you want to add from the sidebar. The page will generate with the click of a button!
- After you generate your landing page, you can add sections, change the images, and edit the title & keywords if you need to.
- Click "Save" in the top bar when you’re done.
#3. Design your page layout
Use the “Regenerate” button to redesign sections for your headline, visuals, copy, and CTA if they’re not to your liking.
#4. Write compelling, action-oriented copy
Clearly explain the benefits of your offer. Durable can help by crafting persuasive content and getting your tone of voice and style right.
#5. Add a simple form
Include fields for essential information, such as name and email, to help with lead generation.
#6. Publish your landing page
Review your page for accuracy and aesthetics, then publish it to make it live.
If you’re more well-versed in the landing page world, here’s some next-level tips:
- Test different CTAs, images, and headlines: Experiment with various elements to determine what resonates best with your audience. Sometimes one word can make the difference.
- Track performance: Use your Analytics Dashboard to monitor metrics like conversion rates to assess effectiveness and identify areas for improvement.
Start building today and see how a simple landing page can boost your sales and leads.
Landing Page Best Practices for Small Business Owners
We've covered a lot, and now it’s time to make sure your landing page really works for you. Here’s a simple guide to what you should do — and what to avoid — when building your page:
Do:
- Keep your headlines clear and to the point
- Make sure your page works well on mobile devices
- Show real customer reviews or testimonials
- Focus on one clear action you want visitors to take
- Use high-quality, relevant images
- Keep your forms short and easy to fill out
- Test your page and make improvements regularly
Don’t:
- Overwhelm visitors with too much text
- Forget about mobile optimization
- Use fake or irrelevant testimonials
- Confuse people with too many CTAs
- Use blurry or irrelevant images
- Ask for more info than you need
- Just set it and forget it — keep testing and tweaking!
Small Business Landing Page Success Stories (Real Examples)
It’s great to know the best practices for creating landing pages, but nothing beats real-world examples.
Let’s take a look at how small businesses are using landing pages to achieve their goals. Ready for some inspiration?
#1. NaturePure Cleaning Co.
NaturePure Cleaning Co. is a local cleaning service that helps homeowners maintain a clean and healthy environment. To attract new clients, they created a dedicated "free quote" landing page with Durable that made it easy for potential customers to request estimates.
Founder, Rebecca Hoekstra, shared her experience: “The website generator didn’t just give me a blank canvas — it gave me structure. It generated text I could easily edit, making it feel like I was polishing something existing rather than starting from scratch.”
By using Durable’s AI Website Builder to create their landing page, NaturePure Cleaning Co. simplified the process for clients to get quotes and expanded their customer base.
#2. Little Cooks Club
Little Cooks Club offers fun, educational cooking classes for kids, teaching them essential kitchen skills while having fun. To streamline their summer camp sign-ups, they created a landing page dedicated to easy enrollment and waitlist management.
Founder Jessica Denis said, “Durable is such a seamless and user-friendly process. I feel like you could be someone who has no idea how to even turn on a computer, and you could use Durable to build your website easily.”
By using Durable’s Website Builder, Little Cooks Club made it simpler for parents to sign their kids up, improving the registration process.
#3. Sincere Gear
Sincere Gear specializes in high-performance gym equipment, including their popular product, PowerGrip Liquid Chalk, which helps athletes improve their grip during workouts.
To boost awareness and sales of this product, they created a focused landing page that highlighted the product's benefits, featured customer testimonials, and included a clear call to action.
Why Every Small Business Needs a Landing Page Today
With short attention spans and plenty of competition, landing pages are essential for small businesses to reach the right audience and drive conversions through focused, actionable content.
By testing and refining your landing pages, you can continuously improve performance and achieve your business goals more efficiently.
So, why wait? Start building your landing page today and see the difference it can make to your business.
Build your website with Durable today and watch your business grow.
