Landing Page.
Learn what Landing Page means in modern search and SEO.
A standalone web page designed to receive traffic from a specific campaign and convert visitors toward a single defined goal.
A landing page is a standalone web page specifically designed to receive traffic from a defined source (paid ad, email campaign, organic search) and convert visitors toward a single goal: sign-up, demo request, purchase, content download. Unlike homepage or category pages that serve multiple purposes, landing pages are focused: one audience, one offer, one CTA.
Landing Page vs. Homepage
Homepages serve multiple audiences with multiple paths; landing pages serve one audience with one path. A homepage has navigation, multiple CTAs, and broadly introduces the brand. A dedicated landing page has minimal navigation (to reduce distractions), a single focused message, and one primary CTA. Removing the navigation alone can improve conversion rates by 10-30% on paid traffic landing pages by eliminating exit paths.
Landing Page Optimisation
The most impactful landing page optimisation levers are: headline clarity (does it instantly communicate what the page offers and for whom?); social proof placement (testimonials, logos, review counts near the CTA); form length (fewer fields = more completions, but lower lead quality); hero image or video (showing the product in use or the outcome the offer delivers); and page speed (every second of delay reduces conversion rate, especially on mobile).
Articles about Landing Page
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