Design
What is a landing page?
Quick answer
A landing page is a standalone web page built around a single goal — getting the visitor to take one specific action, like booking a call, buying a product, or signing up. It strips away distractions such as site navigation and focuses the whole page on that one conversion, which is why it's the page ads usually point to.
Unlike a homepage, which serves many audiences and goals, a landing page has one job. It's usually where an ad, email, or campaign sends people, and its message matches whatever they clicked. A strong landing page has a clear headline, the key benefits, some proof (testimonials, logos, results), and a single, obvious call to action — often a short form or a buy button — with little else to pull attention away.
Because the goal is measurable, landing pages are judged by their conversion rate: the percentage of visitors who complete the action. That makes them ideal for testing — you can run two versions (an A/B test) to see which wording, layout, or offer performs better. For any paid campaign, sending traffic to a focused landing page rather than the homepage usually converts far more of the clicks you've paid for.
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