3 - They can target a niche audience to inform or convert them, or simply capture emails and other data for future marketing events.

A separate landing page should be created for each target audience. They should solve one problem and one problem only. There shouldn't be anything on the page that distracts from that singular message, everything should enhance it and encourage action. The desired action; whether scheduling an appointment, buying a product, or simply collecting an email address, should be clear.

Forms should be simple to understand and easy to fill out. A more complex form process should be broken into stages to keep focus on each step. Links to social media accounts and other websites are unnecessary and distracting unless the intent is to drive traffic to those accounts and websites.

Landing pages should be broken into sections, with each section focused on a specific action. A set of services provided, a group of testimonials, new product features, or a value proposition, should each have their own targeted section. There should be at least one Call-To-Action, and several are better as visitors scroll down the page.

A style guide should be used to keep branding consistent throughout the landing page, and across all landing pages, if more than one is created for A/B testing purposes or for different target audiences.

A CMS based landing page system allows for dynamic creation of new pages and easy maintenance of existing pages once the templates are created and populated. Other CMS platforms can be used for this process, but Webflow makes pages easy to update from a simple dashboard and engaging interactions and animations are also readily available without adding plugins or JavaScript libraries to your project. Several email marketing and CRM integrations can add functionality with multi-step forms, subscription sales, or targeted marketing through email collection lists.