Landing Page
Short definition
A landing page is a single-purpose page that guides a visitor arriving from an advert or campaign towards one goal, usually filling a form or buying.
Unlike the rest of the site, the main menu, outbound links and other distractions are usually stripped away; the page focuses on one offer and one call-to-action button. The heading should echo the exact message from the advert.
Traffic from Google Ads, Meta ads or an email campaign is usually sent to a page like this; sending it to the homepage instead lowers conversions because the visitor cannot find the answer they came for straight away.
It is often confused with a homepage. A homepage serves multiple goals and invites browsing, while a landing page is built for one campaign and removes distraction.
The most common mistake is still adding social media icons, a blog link or several different calls to action to a page built for one campaign, which pulls the visitor's attention away from the single goal. The correct approach is to focus the page on one offer, repeat the same call-to-action button a few times, and leave no link that leads the visitor away.
Why it matters
A visitor arriving from an advert who cannot find what they expected leaves at once, and the ad spend is wasted. A landing page matched word for word to the advert directly raises how much of that spend turns into a result.
Illustrative example
A spa chain's Google Ads campaign sends traffic not to the homepage but to a landing page built around one specific package; its conversion rate runs noticeably higher than the homepage's.
