A landing page is a web page created specifically for a marketing or advertising campaign where a visitor “lands” after clicking on a link in an email, Google search ad, social media platforms, or similar places on the web. Typically, a landing page features an offer and a call to action (CTA), designed to entice visitors to make a purchase, subscribe, or take some other specific action.
The prime feature of a landing page is its focus on a single objective, aligned with the CTA. This could be anything from signing up for a newsletter, registering for a webinar, downloading a white paper, or making a purchase.
To keep visitors focused on the CTA, good landing pages often limit navigation options. You won’t typically find a menu or a bunch of links that you might see on a standard webpage.
The content on a landing page should be engaging and persuasive. It must highlight the value of what’s being offered and encourage visitors to complete the CTA.
Since landing pages are often linked to specific campaigns, the message is tailored to a particular audience or goal. This specificity increases the chances of resonating with visitors and achieving the desired action.