What is a landing page?
A landing page is a web page built for a single purpose, usually to turn visitors from an ad, email, or search result into leads or customers. It focuses on one offer and one main action, with little else to distract.
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What a landing page includes
A typical landing page has a clear headline, a short explanation of the offer, proof such as reviews or logos, and a form or button for the main action. Everything on the page should support that one goal.
Navigation menus and extra links are often removed or reduced so visitors stay on the path.
Landing page vs. homepage
A homepage serves many audiences and sends them to different places. A landing page serves one audience with one message, which usually makes it easier to measure and improve.
How to make one convert
Match the page to the ad or link that brought people there, so the promise carries over. Keep the message clear, load fast on mobile, and test headlines, offers, and forms over time.
Common questions
What is the purpose of a landing page?
Its purpose is to get a visitor to take one specific action, such as submitting a form, booking a call, or making a purchase.
Should every ad have its own landing page?
Not always, but ads for different audiences or offers usually work better with pages that match them. A closer match between ad and page tends to help conversion rate.
Should a landing page have navigation?
Many landing pages leave it out to reduce distraction. Test it for your audience, since some visitors want more information before acting.
How long should a landing page be?
As long as it needs to be to make the case. Simple, low-cost offers can use short pages, while complex or expensive ones often need more detail.
How do you measure landing page performance?
Track conversion rate first, then look at bounce or engagement rate, load speed, and results by traffic source and device.
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