What is a landing page?

A landing page is a standalone web page specifically created for a particular marketing or advertising campaign. Its primary purpose is to increase the effectiveness of that campaign by focusing on a single objective, typically to convert visitors into leads or customers. Unlike broader website pages that may have multiple links and navigational elements that can distract visitors, a landing page is designed with a singular focus—whether that’s signing up for a newsletter, making a purchase, or downloading a resource.

This focused approach is essential for achieving higher conversion rates, as visitors are directed to take a specific action without the distraction of other content. The design and content of a landing page are optimized to resonate with the audience and encourage them to complete the desired action, making it a key tool in digital marketing strategies.

In contrast, other options may imply broader or different functionalities that do not align with the specific intent and design philosophy of landing pages. For example, a comprehensive website with multiple product categories does not have the focused aim of landing pages. Likewise, a homepage serves as an entry point to various sections of a site, and a login page is geared toward accessing user-specific information, neither of which captures the essence of what a landing page is designed to do.