What Is a Landing Page?

A landing page is a campaign-focused web page designed to move a specific audience toward a specific action.

Landing page vs normal website page

A general website page often supports navigation, education and discovery at the same time. A landing page usually narrows those choices around one campaign goal.

Common goals

• Collect a lead
• Register for a webinar
• Book a consultation
• Start a trial
• Purchase an offer

Core ingredients

Strong landing pages create message match, explain the value clearly, support the claim with credible evidence, reduce friction and make the primary action obvious.

What comes next

Once the goal is clear, build the page around the visitor's context, then measure the primary conversion before trying to optimize it.