A landing page is a standalone web page designed specifically for a marketing or advertising campaign. Visitors arrive from a link in an ad, email, or social media post, and the page aims to convert them into leads or customers.

Effective landing pages have a clear headline, a compelling value proposition, a single call to action, and minimal distractions. They often include forms, testimonials, and trust signals. Landing pages are central to lead generation and conversion rate optimisation.

Key points

• Standalone page for a campaign
• Focused on a single goal
• Clear headline and call to action
• Central to conversion optimisation