Marketing

Landing Page

A standalone web page designed to convert visitors into leads or customers for a specific campaign.

A landing page is a standalone web page built for a specific marketing campaign or audience, with a single focused conversion goal. Unlike multi-purpose website pages, landing pages strip away navigation and distractions to maximize conversion on one action.

Good landing pages share predictable structure: clear headline matching the ad/email that brought the visitor, supporting subheadline, single primary CTA, social proof, objection handling, and an above-the-fold form or CTA. Length should match buyer consideration depth — short for impulse buys, long for high-consideration decisions.

Example

A SaaS company runs a Google Ads campaign for 'invoice software'. Instead of sending traffic to the homepage, they build a dedicated landing page focused on the invoice use case with relevant screenshots, testimonials from similar customers, and a 'Try Free' CTA. Conversion rate is 3-4x higher than the homepage.

Frequently asked questions

Should landing pages have navigation?

Generally no. Removing nav increases focus and conversion rates. Exceptions: longer-consideration B2B landing pages can include subtle links to support research, but main nav is rarely helpful.