Landing Page
Definition
A standalone web page designed for a single purpose – usually to capture leads or make sales. Unlike regular pages, landing pages focus visitors on one specific action.
What is a Landing Page?
A landing page is a focused webpage designed to convert visitors into leads or customers. Unlike your homepage with multiple options, a landing page has one clear goal and removes distractions.
Landing Page vs Homepage
Homepage:
- Multiple navigation options
- Overview of everything you do
- Many different paths visitors can take
Landing Page:
- Single focused message
- Limited or no navigation
- One clear call to action
When to Use Landing Pages
- Running paid ads (Google Ads, Facebook Ads)
- Email marketing campaigns
- Promoting a specific offer
- Collecting leads for a service
- Launching a new product
What Makes a Good Landing Page?
Clear Headline
Immediately tells visitors what they'll get.
Compelling Copy
Benefits-focused, addressing pain points.
Strong Visual
Hero image or video that supports your message.
Social Proof
Testimonials, reviews, client logos, statistics.
Single CTA
One clear action you want visitors to take.
No Distractions
Remove navigation, footers, and anything that leads away.
Mobile-Friendly
Most traffic is mobile – test it.
Landing Page Conversion Rates
Average landing page converts at 2-5%. Well-optimised pages can hit 10-15% or higher.
The key is testing – try different headlines, images, and CTAs to find what works for your audience.