Landing Page
A standalone web page created specifically for a marketing or advertising campaign where visitors "land" after clicking a link.
Definition
A landing page is a targeted web page designed with a single focus or goal (called a call-to-action, or CTA). Unlike general website pages with multiple objectives and links, landing pages are created for specific campaigns to convert visitors into leads or customers.
Landing pages typically remove navigation and distractions, focusing visitors entirely on the desired action—whether that's downloading a resource, signing up for a trial, registering for an event, or making a purchase. The simplicity and focus make them highly effective for conversion.
Why It Matters
Landing pages are conversion engines that outperform general website pages by 3-5x. By aligning message, design, and CTA around a single goal, they eliminate decision paralysis and guide visitors toward action.
For paid advertising, landing pages are essential for ROI. Sending ad traffic to your homepage wastes money—visitors encounter irrelevant content and leave. Dedicated landing pages maintain message match and maximize conversion, directly impacting campaign profitability.
Examples in Practice
A software company creates a landing page for their Google Ads campaign offering a free trial. The page has no navigation, just a compelling headline, benefits, social proof, and a signup form—converting at 25% vs. their homepage's 3%.
A B2B brand builds landing pages for each eBook download, customizing content to the specific topic and traffic source. This approach generates 400% more qualified leads than generic "Resources" pages.
An event promoter creates a dedicated landing page for each ticket tier (VIP, General Admission) with tailored messaging, increasing conversion and average ticket value by 40%.