12 landing page templates to match every campaign goal

A landing page is one of the few pieces of marketing where the form of the page should be dictated, almost entirely, by the goal. Get the template wrong and no amount of copy will save it. Get the template right and mediocre copy still converts.

Here are twelve landing page templates we see consistently in high-converting campaigns, organised by what the campaign is actually trying to accomplish, with notes on when each one is the right pick.

1. Lead capture

Goal: get an email and minimal qualifying data, exchange it for something the visitor wants.

Shape: one headline that names the offer, one paragraph of value prop, one form (email + optional first name), one button. No navigation. No footer links. The page should be impossible to wander away from.

When it works: as the destination for paid social, search ads, podcast sponsorships, and any other paid traffic where the cost-per-click is high enough that you can’t afford to leak attention. Don’t use it for organic traffic — visitors arriving organically have lower intent and need more context.

2. Long-form sales page

Goal: sell a high-consideration product to someone who needs convincing.

Shape: hero with the value prop, then problem framing, then solution, then proof (testimonials, logos, case studies), then objection handling (FAQ), then pricing, then a final CTA. Length is fine — this is for someone who came to read.

When it works: for products priced above $500/year, B2B SaaS, infoproducts, services. The trick is sequencing: don’t ask for the sale before you’ve handled the objections.

3. App download

Goal: get the visitor to install an app on the device they’re currently holding.

Shape: hero with a single screenshot or short hero video, two big buttons (App Store + Google Play), a three-step “how it works” strip, and one-line social proof (“Trusted by 200K users / Featured in TechCrunch”). Keep it under one screen on mobile.

When it works: when paired with smart deep-linking that auto-detects platform. Routing iOS users to a page that displays both buttons equally is a small but real conversion leak.

4. Event registration

Goal: get a name, email, and confirmed RSVP for a specific event with a fixed date.

Shape: the date and time are the headline. Speaker names and titles second. One-line agenda or “what you’ll learn.” Form. CTA button that says “Save my spot” not “Register.”

When it works: for webinars, conferences, AMAs, demos. Add a countdown timer if the event is < 7 days away — they consistently lift conversion 10–20%.

5. Product launch

Goal: announce a new product, capture interest, and create momentum.

Shape: big visual hero (the product), a one-sentence positioning statement, three features (not twelve), a price/availability section, and a “notify me when available” form for visitors who arrived too early.

When it works: when there’s a clear Day 0 (you’re announcing on a specific date). For evergreen launches, use a long-form sales page instead — the launch tropes only resonate when there’s a sense of now.

6. Gated content

Goal: trade an in-depth content piece (white paper, report, template, recorded webinar) for an email and qualifying data.

Shape: the table of contents or chapter list of the content is the dominant element. The form is small. Don’t oversell — let the content be the offer.

When it works: for B2B mid-funnel where you want to move someone from “aware” to “considering.” Don’t gate content that would be more valuable as inbound SEO; the trade-off is harder to justify than it looks.

7. Link in bio

Goal: route social media followers to whatever they’re trying to find about you, right now.

Shape: photo, name, one-line bio, then a stack of buttons. Each button has a clear destination (“Latest podcast episode,” “Buy the book,” “Tour dates,” “Contact me for speaking”). Optional: small icons next to each button.

When it works: for creators, podcasters, speakers, freelancers, indie founders — anyone whose audience reaches them through social platforms but whose actual destinations live elsewhere. The Qurly block editor has this template prebuilt.

8. Coming soon / waitlist

Goal: capture early-interest emails before the product is ready to sell.

Shape: big headline that names what’s coming, one paragraph of why it’ll matter, an email form, and the smallest amount of social proof you can muster (“Joined by 1,200 founders” / “Built by the team that shipped X”).

When it works: for genuinely upcoming products. Visitors are forgiving of low-fidelity “coming soon” pages because they understand the timing — but they’re unforgiving if you keep them on the waitlist for six months without an update. Plan your communication cadence before you put the page up.

9. Thank-you page

Goal: confirm an action just completed, and offer the next reasonable step.

Shape: a clear confirmation message, a single primary “next action” CTA, and optionally social-share buttons or a referral prompt.

When it works: as the page after every form submission. The mistake to avoid: stopping at “thanks!” The thank-you page is high-intent real estate; if a visitor just gave you their email, this is the moment to invite them to a webinar, share the post, or start a free trial.

10. 404 / error page that converts

Goal: redirect a misdirected visitor to value instead of bouncing them.

Shape: clear “we couldn’t find that page” message, a top-3 list of most popular destinations (not a sitemap), one search bar.

When it works: as a quiet-but-real conversion lever. Most 404 pages are dead-ends. A 404 page that recovers even 8–10% of visitors back to a real destination is worth more engineering effort than it gets.

11. Post-purchase upsell / cross-sell

Goal: the visitor just bought something. Sell them the natural complement before they leave.

Shape: order confirmation up top (the visitor wants this), a single “you might also like” recommendation below it (not five), and a clear path to their order detail page.

When it works: for e-commerce, especially DTC. The trap: getting greedy with three or more recommendations dilutes the conversion rate sharply. One related product with a real reason (“most customers buy these together”) reliably outperforms a grid.

12. Abandoned-cart recovery

Goal: a visitor came back via a recovery email or retargeting ad. Close the sale.

Shape: restored cart at the top, the customer’s name, a brief “still thinking?” line, optionally a small concession (free shipping, 5% off, free returns), and a single checkout button.

When it works: when the recovery flow is fast — load the page, restore the cart, surface the offer, one button. The longer the page, the more likely the visitor abandons twice.

How to actually pick

Skim the list of twelve, then ask the three questions in order:

1. What is the visitor doing right before they land here? That tells you their context and constraints.
2. What do you want them to do, in one specific verb? That eliminates ten of the templates.
3. What’s the single piece of friction most likely to stop them? That tells you what to put above the fold.

Three questions, sixty seconds, no Pinterest brainstorm required. The most common failure mode in landing pages is picking the template based on what the design tool ships by default — which is usually template #2 (long-form sales page) regardless of whether that’s appropriate. It often isn’t.

Qurly’s block editor handles all twelve. Pick by goal, not by what looks pretty in the gallery, and you’ll halve the time it takes to ship a campaign.