Landing Page

A landing page is a web page built as the entry point for visitors who click a link from a search ad, email, or social post, and it is focused on one conversion goal such as signing up, submitting an inquiry, making a purchase, or downloading content.

Unlike a homepage that offers many menus and paths, a landing page keeps the message and call to action (CTA) aligned with a single objective so it does not divide the visitor's attention. Its performance depends on message match with the referring ad, a clear benefit, and trust signals like reviews or results.

In practice, marketers create separate landing pages per campaign or channel, measure the conversion rate (CVR), and refine copy, images, and CTAs through A/B testing.