Optimize for non-Webflow sites

Create a landing page

Updated

Build custom, trackable landing pages tailored to your marketing efforts.

Landing pages in Optimize are fully customizable versions of existing site pages. You start by selecting an existing page, which opens the visual editor with a duplicate of that page that you can edit. Each landing page has a unique URL that you can include in email, SMS, ads, or other marketing materials.

When to use landing pages

Reinforce messaging — use the same tone, visuals, and purpose as your original marketing content.

If someone visits your site after seeing your marketing content, they’re already interested. Keep that momentum going with a landing page that matches or compliments the messaging they’ve already seen — it can help reduce bounce rates.

Personalized experiences — tailor your content with customize copy and visuals for each audience.

If you’re targeting specific groups (e.g., subscribers, industries, MVPs), personalized landing pages can boost engagement. For example, include personalized greetings, curated product lists, exclusive offers, and so on.

Pro tip

Level up your landing pages with dynamic content that enables true 1:1 personalization.

How to create a landing page

Open your Optimize site in Webflow, then:

  1. Click Landing Pages in the Navigation panel
  2. Click New Landing Page
  3. Enter an existing page's URL — this page acts as the template for your new page to edit
  4. Enter a unique landing page name — this becomes part of the landing page's URL
  5. Click Customize URL if you want to change the URL
  6. Click Continue to open the page in the visual editor
  7. Choose how you want to begin:
    • Rewrite copy with AI — Generate a new draft using AI
    • Edit visually — Click elements to make changes in the visual editor
    • Add custom code — Enter custom JavaScript or CSS
  8. Click Save when you’re done editing
  9. Set a tracking goal if you want to measure performance
  10. Click Done to exit the editor
  11. Click Publish when you’re ready to go live

How to add a tracking goal

Goals are the digital actions that visitors can take on the page (e.g., click a button). You can add goals to landing pages, just like you can to optimizations, but these goals are only for tracking purposes. 

Open your Optimize site in Webflow, then:

  1. Click Landing Pages in the Navigation panel
  2. Choose the landing page
  3. Click Actions > Edit Page
  4. Click the Goals tab and add a goal:

Share the landing page URL

The only way for a visitor to access the landing page is through its unique URL. When you’re ready for traffic, copy the URL from the landing page’s details page and share it with recipients.

Important

If you pause, archive, or change the landing page's name, template URL, or URL parameter, the URL will update — and the old one will no longer work. Visitors using the old URL will see the original template site page.

Customizing the landing page URL

The URL consists of the original site page's URL, a URL parameter, and an identifier (default is the landing page name).

About the URL parameter:

  • This parameter tells Optimize that the page is a landing page
  • You can use the same parameter for all pages or customize them individually
  • If your site already uses our default “lp” parameter, enter a different value to avoid conflicts

About the identifier:

  • This value distinguishes one landing page from another
  • You can enter a custom name, but make sure it’s unique
  • You can click the Randomize icon to generate an alphanumeric value

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