Glossary · Marketing, CRM & Growth
Landing Page
Overview
What a landing page is
A landing page is a purpose-built page focused on one objective and one audience, rather than the broad, exploratory role a homepage plays. Its job is to turn incoming traffic into a specific action, such as filling out a form, booking a call, downloading a resource, or buying a product.
Because the goal is singular, the page usually removes the main site navigation and other links that could pull visitors away. Everything on the page points toward the same call to action.
How a landing page works
A visitor clicks an ad, email link, or search result and arrives on the page. A strong headline confirms they are in the right place, supporting copy and visuals explain the offer, and social proof such as testimonials or logos builds trust. A prominent call to action, often a form or button, captures the conversion.
Message match matters: the page should echo the promise of the ad or email that drove the click. Marketers commonly run A/B tests on headlines, offers, images, and buttons, and track conversion rate to improve results over time.
Why landing pages matter
Sending paid or campaign traffic to a focused landing page almost always converts better than sending it to a general homepage, because the visitor sees exactly one relevant offer. For paid search, relevant landing pages also support Google Ads Quality Score, which can lower cost per click.
You can build landing pages within your website or with dedicated tools such as Unbounce or Instapage that add templates and testing features. Whatever the tool, a clear offer, fast load time, and one unambiguous call to action are what drive conversions.
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FAQ
Landing Page — common questions
What is the difference between a landing page and a homepage?
A homepage introduces your whole business and links to many sections, while a landing page targets one campaign goal with one call to action and usually removes navigation to keep visitors focused.
What makes a good landing page?
A clear, benefit-led headline, a single focused offer, supporting proof like testimonials, fast load speed, and one prominent call to action. Message match with the ad or email that drove the click also raises conversions.
What tools can I use to build a landing page?
You can build one within your website or CMS, or use dedicated platforms such as Unbounce or Instapage that offer templates, A/B testing, and analytics designed specifically for landing pages.
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Related terms
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