A landing page is an editorial pre-sale page: it reads like an article rather than a shop, builds interest and belief, and then sends the reader to your product page to buy. Landing pages exist for cold traffic, usually from paid ads, where someone who has never heard of you is not yet ready for a product page. Atlas builds them in two formats, advertorial and listicle.
ℹ️ Landing pages were previously called sales pages. If you are looking for that feature, this is it. Some older links and menu paths may still use the old name.
In this article:
What a landing page does
A product page assumes the reader already wants the product and is deciding whether to buy from you. A landing page assumes nothing. It has to establish the problem, make the case, handle objections, and only then ask for the click.
Atlas writes it from your product data, your customer research, and the angle you give it. The finished page is published into your Shopify theme like any other Atlas page, and it sends readers to your product page to complete the purchase.
How it differs from a product page
Landing page | Product page | |
Written for | Cold traffic who do not know you | Someone considering your product |
Reads like | An article | A shop |
Length | Long | Short to medium |
Sells by | Story, proof, and reasons | Product detail and specification |
Buying happens | On the product page it links to | On the page itself |
A landing page does not replace your product page. It routes traffic to it. You need both: the landing page does the persuading, the product page takes the money.
The two formats
Advertorial. Reads like an article. Long-form editorial that tells a story before the call to action, building trust with proof clusters, before-and-afters and testimonials.
Listicle. Reads like a ranked list. "Top-N ranked format with a CTA after every section. Scannable, lower-commitment, drives clicks all the way down the page."
Which to pick is covered in Advertorial or listicle: choosing a format.
When to use one
💡 The clearest signal is ad traffic that clicks but does not buy. If people are reaching your product page and leaving immediately, they usually needed convincing before they got there, not a better product page.
Good reasons to build one:
You are running paid ads to a cold audience
Your product needs explanation, such as anything technical, unfamiliar, or solving a problem people have not named
You want to lead with a story or a comparison rather than a specification
You want to test a message without touching the product page that is already working
When not to use one
For warm traffic. People who already know you should go straight to the product page. An extra step costs you conversions.
For branded search. Someone searching for your product by name is ready to buy.
As a replacement for a weak product page. Fix the product page first. A landing page that hands over to a poor product page just moves the drop-off later.
For every product at once. Landing pages earn their keep on products you are actively advertising.
What Atlas needs to build one
Requirement | Detail |
A project | Supplies the voice, research and styling |
One product | From your Shopify catalog, or created from a link |
A format | Advertorial or listicle |
An angle | Either written by you, or generated from your customer research |
A theme | The landing page is published into a Shopify theme, like any Atlas page |
Building one takes a few minutes. See How to create a landing page.