A landing page is a standalone page designed for a specific campaign or offer. Unlike regular website pages, it has one focused goal and removes navigation distractions.

Landing Page vs Website Page

View Comparison

Website Page: Multiple goals, navigation, exploration encouraged
Landing Page: Single goal, no navigation, focused on conversion

Landing pages typically convert 2-5x better than sending traffic to a homepage.

Landing Page Elements

  • Clear, benefit-driven headline
  • Supporting subheadline
  • Hero image or video
  • Benefits and features
  • Social proof (testimonials, logos)
  • Clear call-to-action
  • Minimal form fields

Landing Page Best Practices

  • Match ad message to landing page
  • One page, one goal
  • Remove navigation menu
  • Mobile optimised
  • Fast loading
  • A/B test headlines and CTAs

Landing Page Tools

Unbounce, Leadpages, Instapage are dedicated tools. Most website platforms (Shopify, WordPress, HubSpot) can also create landing pages with varying ease.