Landing Pages

What are landing pages?

Landing pages are purpose-built web pages designed to capture attention, deliver a focused message, and drive a specific action such as registering, downloading, booking, donating, or making a purchase. Unlike full website pages, landing pages remove distractions and guide visitors toward a single conversion.

In digital experience and marketing, landing pages serve as the destination for campaigns, ads, search, social promotions, and email journeys. Kentico defines landing pages as structured, flexible experiences created from reusable components so marketers can launch, optimize, and personalize campaigns at speed.

Why are landing pages important for digital experience and marketing performance?

Landing pages have a direct impact on campaign success. According to the Content Marketing Institute, dedicated landing pages can increase conversion rates by more than 30% compared to sending traffic to general website pages.

Landing pages matter because they:

Improve relevance by matching the visitor’s intent
Support rapid testing and optimization
Strengthen multi-channel and omnichannel campaigns
Create clear, measurable conversion paths

As organizations scale, the ability to build landing pages quickly becomes essential. Many Kentico customers create dozens of landing pages per quarter for promotions, events, recruitment, seasonal themes, loyalty programs, and gated content.

How do landing pages work, and why does their structure matter?

Landing pages work by aligning three elements: a targeted audience, a focused message, and a single desired action. A helpful analogy is a guided entry gate. Rather than letting visitors wander, the page directs them clearly toward the outcome that matches the campaign’s goal.

Structure matters because well-designed landing pages rely on modular components. With structured content and reusable widgets, marketers can assemble landing pages quickly, personalize them, and measure performance without waiting for developer support.

Fun Fact and Industry Insight

The term “landing page” became popular in the early 2000s when digital marketers created standalone pages where visitors would land after clicking an ad. The name is inspired by aviation. A visitor “lands” on a controlled, focused destination designed specifically for one action instead of navigating the full website.

How does Xperience by Kentico support landing pages?

Xperience by Kentico equips marketers with intuitive tools to design, build, publish, and optimize landing pages within one DXP. It improves speed, consistency, experimentation, and collaboration across marketing and IT.

Kentico supports landing pages through:

Page Builder with flexible widgets that enable rapid landing-page assembly for campaigns, promotions, and events
Reusable content blocks and structured content types that allow marketers to build pages fast without duplication
Personalization rules for dynamic landing experiences tailored by audience, behavior, or segment
Marketing automation integration so landing pages can trigger journeyssuch as onboarding or nurture flows
Forms, gated content patterns, and lead capture tools that support conversion goals
Hybrid headless delivery if landing pages need to appear in custom front end websites, and microsites
Developer extensibility via the Kentico Developer Track for building custom widgets and templates

This unified foundation empowers marketers to create landing pages independently, while developers can enhance the design system with branded components that ensure quality and governance.

How do companies benefit from landing pages?

LivaNova, implemented by BlueModus

Industry: Healthcare
Highlights: Built a component-driven system enabling marketers to rapidly create landing pages for campaigns, product lines, and medical education.
Results: Faster content production and the ability to launch new landing pages without developer support.
Landing Page Role: Page Builder components empowered marketing teams to run targeted campaigns efficiently.

Premier America Credit Union, implemented by ZAG Interactive

Industry: Financial services
Highlights: Developed a flexible component library supporting branch promotions, product campaigns, and standalone landing pages.
Results: Marketing teams can deploy and optimize campaign pages independently.
Landing Page Role: Improved agility for campaign launches and granular engagement tracking.

AllSeater, implemented by Red Door Interactive

Industry: Events
Highlights: Tailored landing experiences for event organizers, ticketing campaigns, and demo sign-ups.
Results: Editors rapidly deploy conversion-focused pages for various audience segments.
Landing Page Role: Optimized templates supported differentiated conversion journeys.

Greater Miami Convention and Visitors Bureau, implemented by Ntara

Industry: Tourism
Highlights: Built seasonal landing pages such as summer and winter campaigns using structured content across a large 3,500-page ecosystem.
Results: Faster campaign execution and more relevant experiences for visitors.
Landing Page Role: Landing pages serve as destinations for multichannel marketing efforts.

Visit New Hampshire, implemented by SilverTech

Industry: Tourism
Highlights: Heavy use of campaign-specific landing pages for fall foliage, winter activities, and summer itineraries.
Results: Thirty percent increase in average engagement time and nearly twenty percent growth in event calendar visits.
Landing Page Role: Landing pages support multichannel journeys spanning social, email, and advertising.

ACF Fiorentina, implemented by Exetera

Industry: Sports
Highlights: Uses Kentico to rapidly create campaign pages for matches, loyalty programs, and merchandise.
Results: Increased ability to activate fans with targeted landing experiences.
Landing Page Role: Component-driven templates allow frequent updates tied to match-day promotions.

Centenary University, implemented by Konabos

Industry: Education
Highlights: Built program-specific landing pages and recruitment campaign pages with a dynamic component library.
Results: Accelerated creation of targeted pages that support enrollment goals.
Landing Page Role: Reusable content supports fast iteration for short-term promotions.

YMCA of Metropolitan Chicago, implemented by Americaneagle.com

Industry: Nonprofit
Highlights: Marketing teams create targeted program and membership landing pages tied to segmentation.
Results: Strengthened seasonal campaigns and member engagement journeys.
Landing Page Role: Landing pages align program messaging with audience needs.

Gary Peterson

Founder

AllSeater

“I’ve been very impressed with the capabilities of Xperience by Kentico. The fact that I can store all my media, update forms, bullet points, FAQs, and more in one place gives me great peace of mind when making real-time updates to the website.”

Frequently Asked Questions.

A landing page is a focused page designed to drive one specific action such as signing up, downloading, booking, or purchasing.

Marketers build landing pages using Page Builder widgets and reusable content, without needing developers. They can personalize the experience, run A/B tests, and track conversions.

Clarity, relevance, speed, strong calls to action, and a distraction-free layout. Kentico provides the tools to design, test, and personalize these elements.

Website pages serve multiple purposes. Landing pages are single-purpose and conversion-focused.

Yes. They are created using built-in templates, widgets, content types, and personalization tools.

Landing pages increase conversion rates, support rapid testing, reduce content duplication, and create measurable entry points for campaigns.

Landing pages serve as campaign destinations within multichannel and omnichannel experiences. They connect marketing efforts from email, search, social, and advertising to a focused conversion moment. With Kentico’s Content Hub, marketers reuse consistent content across landing pages, websites, and microsites.

Microsites are small, multi-page experiences. Landing pages are single, conversion-focused pages. Kentico supports both through the same component-driven architecture. Learn more here.

Personalized landing pages increase relevance and conversions. Kentico’s marketing automation can trigger follow-up journeys, nurture flows, or behavioral segmentation based on landing-page interactions.

Content modeling ensures that CTAs, promos, features, testimonials, and hero blocks can be reused across multiple landing pages. This approach speeds execution and ensures brand consistency.

Landing pages act as targeted destinations for campaigns across email, social, mobile, and search. With Kentico, teams can launch one landing page and distribute it seamlessly across channels while maintaining consistent messaging.