A visitor arrives from an advertisement or a search result and needs a focused place to act. A landing page is that standalone web page, designed for a specific campaign or offer. It typically contains a clear headline, supporting copy, a form or purchase button, and minimal navigation that might distract from the desired action.

Effective landing pages match the message of the ad that brought the visitor and remove friction from conversion. Testing headlines, images, form length, and calls to action is common practice. Because the page has a single primary purpose, its conversion rate is easier to measure and improve than that of a general website homepage.

Landing pages are used for lead generation, product launches, event registrations, and special promotions. They are often built quickly and iterated based on performance data. When the promise of the ad and the experience of the page are aligned, the visitor is more likely to complete the intended action.