The 12 Landing Page Types

In short: Flunnel has twelve page types. Pick the one that matches your traffic, then a template inside it.

Each type has its own structure, tone, and use case. Each one comes with several ready-made templates. You pick a type first, then a template, so you never start from a blank page.

This page is a reference. Skim the table, then read the type you need. Not sure which? Jump to How to choose at the end.

Overview

Three families

In short: The twelve types fall into three groups by how they persuade: with a Story, with Proof, or with an Offer.

Which group you need depends on how ready your traffic is, the awareness moment from Core Concepts.

• Colder traffic that does not know you yet usually needs an Editorial page to earn attention.

• Comparison shoppers respond to Proof.

• Ready buyers convert on an Offer.

Editorial types

Advertorial / Native Article. Reads like an article, not an ad, so skeptical readers keep going. Best for cold traffic that does not know it has a problem yet. For Aerix, it could open with a player's frustration over losing control, long before the racket appears.

Listicle / Top List. A scannable top-N article, often built on ranked cards. Best when the reader is browsing and your angle is "the best options for X."

VSL (Video Sales Letter). Led by a video, with copy beneath for scrollers. Best when a demo or spoken pitch sells better than text.

Founder / Brand Origin. A founder letter or origin story that builds trust through the person behind the product. Best when your story is the thing that sets you apart.

Proof types

Comparison / vs Competitor. A head-to-head breakdown against the two or three rivals you lose sales to. Best for shoppers who already know the category and need a reason to choose you. For Aerix, line the Matchpoint Elite up against the rackets a club player is weighing.

Testimonial / Customer Story. One hero customer's arc, from problem to result, in depth. Best when a single strong story beats many short quotes.

UGC / Influencer Wall. A grid of creator and customer content, often a masonry wall. Best when volume and authenticity of proof are your strongest cards.

Before / After / Demo. Built around visual proof of the change the product makes. Best when seeing the difference beats reading about it.

Expert / Doctor Recommend. An explainer that borrows credibility from an expert. Best for categories where trust and safety matter most.

Offer types

Quiz / Interactive. A multi-step quiz that engages the visitor and captures a lead while guiding them to the right product. Best for collecting leads and qualifying interest.

Product Detail (PDP-DR). A direct-response product page, often with a sticky buy box that follows the reader. Best for buyers who are close to deciding and mainly need facts, proof, and an easy path to buy.

Bundle / Offer Page. A hard-offer page built around one deal or bundle. Best for ready buyers who just need the offer and a reason to act now.

Templates inside each type

In short: Every type holds several finished templates, so you choose a layout, not a blank page.

Examples you will see include a sticky buy box, a gallery-first layout, a masonry UGC wall, ranked cards, and a multi-step quiz. Each template carries its own structure and writing rules, so the layout and the copy are built to work together.

How to choose

In short: Choose from your traffic, not your taste. Two questions get you there.

1. How ready is this traffic? Not aware yet points to an Editorial type. Comparing options points to a Proof type. Ready to buy points to an Offer type.

2. What is your strongest asset? A story suggests Advertorial or Founder. A video suggests VSL. Lots of social proof suggests UGC or Testimonial. A visible result suggests Before / After. A specific deal suggests Bundle / Offer.

Quick tip: For cold paid traffic and when unsure, start with the Advertorial. It is a safe, high-performing default, which is why Quick Start uses it.

Back to Core Concepts · Continue to the Step-by-Step Guide