A focused webpage designed to support a specific campaign and encourage visitors to complete one primary action.
An important conversion asset that aligns message, audience, offer, and call to action.
Short and sweet:
A focused webpage designed to support a specific campaign and encourage visitors to complete one primary action.
An important conversion asset that aligns message, audience, offer, and call to action.
See also: Conversion, Call to Action, Conversion Rate Optimization
A landing page is a standalone web page built around a single, specific goal, like capturing an email address or driving a purchase, deliberately stripped of the navigation menus and distractions found on a typical website page. Traffic here usually arrives from a specific source, like a paid ad or an email campaign, which lets the messaging on the page match exactly what that visitor was just promised, rather than the more generic messaging a homepage has to serve everyone. Because the page exists for one purpose, even small changes to its headline or layout are often tested rigorously to see which version converts a higher percentage of visitors.
A software company running a Google Ads campaign for “project management tool” would build a dedicated landing page focused entirely on that offer, stripped of the usual navigation menu that might distract a visitor.
Webinar signups almost always route through a simple page like this featuring a headline, a short description, and a single email field, with nothing else competing for attention.
An ebook download from a marketing agency typically funnels through a page built with tools like Unbounce, designed purely to convert visitors rather than serve as a general information hub.
