Landing page

A landing page is a web page built for visitors who arrive from one specific source, such as an ad, an email or a search result, with one goal: getting them to take a single action, like signing up, booking or buying.

The term is also used loosely for any page where a visit starts. In marketing, it usually means the dedicated kind.

Landing page versus homepage

A homepage serves everyone: new visitors, returning customers, job seekers, journalists. It has a menu and many ways onward. A landing page serves one group with one question, and has one call to action. Fewer distractions usually means more people take that one step.

What makes a landing page work

• It matches the source. The headline continues the promise of the ad or link someone clicked. A mismatch makes people leave immediately.
• One clear offer, stated in the hero section.
• Proof, such as reviews or results, close to the call to action.
• One next step, visible above the fold on both desktop and mobile.

Testing a landing page

Because a landing page gets visitors from one source, its first impression carries a lot of weight: people who don't immediately see what they came for go back. You can test it like a homepage. See landing page feedback.