In plain English
It's the difference between a shop's front door and a pop-up stand for one product. The stand doesn't need every aisle; it needs exactly what the passer-by came for and a way to buy it.
Used in a sentence
“The ads go to a landing page about window replacement, not the homepage, so people land on exactly what they clicked.”
“We sent our ads to the homepage, and people couldn't find the offer they'd clicked on.”
In detail
A good landing page matches the ad that brought the visitor: the same offer, the same words, the same promise. It shows the essentials, like what you offer, why you, proof from reviews and work, and answers to the big questions, then makes one action obvious and easy. Navigation is often trimmed so there's less to wander off to.
Because it has one job, a landing page is easy to measure and improve. Testing a different headline, form or photo shows directly what changes the number of leads.
Why it matters for your business
Sending ad clicks to a focused landing page usually turns more of them into leads.
- Matches what people clicked on
- One clear action
- Easy to test and improve
Easy to mix up
Any page someone arrives on is technically where they landed, but a landing page in marketing means a page designed for one campaign and one action, not a general page on your site.
Related terms
Call to action (CTA), Conversion and PPC. Or browse the whole glossary.
