A focused web page designed for one goal, such as collecting sign-ups or selling a product, usually reached from an ad, email, or search result.
Unlike a homepage, which introduces the whole business and offers many paths, a landing page has a single purpose and a clear call to action. It typically includes a headline matching the ad or link that brought the visitor, a short explanation of the offer, supporting details such as benefits or reviews, and one prominent button or form.
For example, a language school running ads for a summer intensive course would send visitors to a page about that course only, with dates, price, a short testimonial, and an enrolment form, rather than to its general homepage. Landing pages make it easier to measure campaign results and test improvements. Clear, honest messaging and fast loading on mobile phones tend to matter more than elaborate design.
Comparing two versions of a web page, email, or feature with different groups of users to see which performs better.
Conversion Rate OptimizationThe process of improving a website or app so a higher percentage of visitors complete a desired action, such as buying or booking.
Marketing AutomationSoftware that runs repetitive marketing tasks automatically, such as sending emails, segmenting contacts, and following up on leads.
Pay-Per-Click AdvertisingAn online advertising model, known as PPC, in which advertisers pay each time someone clicks their ad rather than for impressions.
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A section-by-section landing page blueprint, from headline to form, with a pre-launch checklist so your ad clicks turn into leads and sales.