Landing Page
A standalone web page designed with a single focused objective — typically to convert visitors from a specific ad or campaign.
Full definition
A landing page is a purpose-built page that visitors arrive on after clicking an ad, email, or specific link. Unlike homepage traffic with varied intent, landing page visitors come with specific intent — making single-objective design appropriate. High-converting landing pages have a clear hierarchy: attention-grabbing headline, benefit-focused subheadline, social proof, primary CTA, and minimal navigation (to reduce exit points). There are two types: click-through landing pages (warm visitors for the next step) and lead generation pages (capture contact information). Landing page quality directly affects Google Ads Quality Score and Facebook Ad relevance — better pages lower your CPC across paid channels.
Real-world example
A paid search campaign driving to the homepage has a 5% conversion rate. Creating a dedicated landing page matching the ad message increases conversion to 18% — tripling leads with no increase in ad spend.
Related terms
A button, link, or instruction that directs users to take a specific desired action.
Read definitionThe portion of a webpage visible without scrolling — the most prime real estate for first impressions and key messages.
Read definitionGoogle Ads' 1–10 rating for each keyword reflecting the expected relevance of your ad and landing page to a user's search.
Read definitionThe percentage of visitors who complete a desired action — a purchase, sign-up, form fill — out of total visitors.
Read definitionReady to apply this to your business?
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