A landing page is a single, focused web page designed to get visitors to take one specific action, like signing up, buying, or downloading something valuable.

Quick Scoop: What is a landing page?

Think of a landing page as a “digital landing zone” people hit after clicking an ad, email link, or social post. Its job is not to show them everything about your brand, but to push them toward one clear goal (for example: “Get the ebook,” “Start free trial,” or “Book a demo”). Key points:

  • It’s usually standalone and separate from your main site navigation.
  • It has one main goal (conversion), not lots of links and distractions.
  • It often offers something in return for action: a discount, lead magnet, or sign‑up.

Why landing pages exist

Marketers use landing pages because they convert better than sending traffic to a normal homepage. A homepage tries to introduce your brand and offers many paths; a landing page cuts all that noise and says: “Here’s one thing we want you to do.” Typical goals:

  • Capture leads (names, emails, phone numbers).
  • Drive sales or trial signups.
  • Get registrations (webinars, events, waitlists).

Example:

  • You run an Instagram ad for a new online course.
  • The ad click sends people to a landing page focused only on that course.
  • The page explains benefits, shows a few testimonials, and has one big button: “Enroll now.”

Common types of landing pages

  1. Lead generation (lead capture) page
    • Has a form asking for email and maybe extra info (name, role, company).
    • Offers something in return: ebook, checklist, discount, trial, newsletter.
  2. Click‑through landing page
    • Warms people up with benefits, features, and proof.
    • Then sends them to the actual purchase or signup page (e.g., “Continue to checkout”).
  3. Sales page / long‑form landing page
    • Longer copy, more storytelling, FAQ, objection‑handling.
    • Used for higher‑priced products, coaching, or courses.

What makes a good landing page?

Strong landing pages usually include:

  • A clear headline
    • Quickly answers: “What is this, and why should I care?”
  • Simple, focused copy
    • Talks about benefits (results) more than just features.
  • One primary call‑to‑action (CTA)
    • Examples: “Download now,” “Start free trial,” “Get the discount.”
  • Visual support
    • Images, mockups, or short videos that show the product or outcome.
  • Social proof
    • Testimonials, logos of clients, reviews, or stats.
  • Minimal distractions
    • Few or no menu links; the main action stands out.

Mini FAQ

Is a landing page the same as a homepage?
No. A homepage is like the front lobby of your brand with many doors. A landing page is one narrow hallway leading to one specific door (the conversion). Can I have multiple landing pages?
Yes. Many businesses run many landing pages at the same time, each matched to a specific campaign, audience, or offer. Do I need special software?
You can build landing pages with website builders (Wix, WordPress, etc.) or dedicated landing page tools, but technically any single, focused web page can function as a landing page.

Simple structure you can copy

If you want to create a landing page, a basic structure is:

  1. Headline: What you offer and for whom.
  2. Subheadline: One line of extra clarity or benefit.
  3. Key benefits: 3–5 bullet points.
  4. Visual: Screenshot, mockup, or photo.
  5. Social proof: Testimonial or rating.
  6. CTA: Button or form (the main action you want).
  7. Extra details/FAQ: Answer common doubts and objections.

TL;DR: A landing page is a focused, standalone page built to turn visitors into leads or customers by driving one clear action, rather than letting them wander around your site.