A landing page is a standalone web page created for marketing or advertising campaigns with the goal of converting visitors into leads.


A landing page is a standalone web page, created specifically for marketing or advertising campaigns. It's where a visitor 'lands' after they click on a link in an email, or ads from Google, Bing, YouTube, Facebook, Instagram, Twitter, or similar places on the web.

Usage and Context

Unlike web pages, which typically have many goals and encourage exploration, landing pages are designed with a single focus or goal, known as a call to action (or CTA, for short). It's this focus that makes landing pages the best option for increasing the conversion rates of your marketing campaigns and lowering your cost of acquiring a lead or sale.


What is the purpose of a landing page?

The main purpose of a landing page is to prompt your visitors to take action. This action could be anything: sign up for a newsletter, register for a webinar, download a whitepaper, make a purchase, etc.

How do landing pages work?

A visitor arrives at a landing page via a link from an email, an ad, a social media post, or any other source. The landing page provides information that is an extension of the ad or email link that the visitor clicked on.

Related Software

Some of the popular software for creating landing pages include Unbounce, Leadpages, Instapage, and ClickFunnels.


Landing pages can benefit your business by increasing your conversion rates, improving your paid ad campaigns, generating leads, and capturing information about potential customers.


In conclusion, a landing page is an essential tool for any business looking to capture leads for their business or make direct sales. They allow you to target your audience, offer them something of value, and convert a higher percentage of your visitors into leads, while also capturing information about who they are and what they've converted on.

Related Terms

CRO (Conversion Rate Optimization)

CRO (Conversion Rate Optimization) is a systematic process that increases the percentage of website visitors who complete a desired action, thus improving a website's effectiveness.

CTA (Call to Action)

A CTA or Call to Action is a prompt on a website that guides the user to take a specific action, such as making a purchase or signing up for a newsletter.

Call to Action

A 'Call to Action' (CTA) is a prompt on a website that encourages the user to take some specified action. It's a crucial tool in digital marketing.

Conversion Rate

Conversion Rate is a key metric in digital marketing, measuring the percentage of website visitors who take a desired action.

Conversion Rate Optimization

Conversion Rate Optimization (CRO) is the process of increasing the percentage of website visitors who complete a desired action. Learn more about CRO.

Lead Generation

Lead generation is a marketing strategy that focuses on attracting and converting prospects into interested leads for a company's product or service.

Lead Generation Automation

Lead Generation Automation refers to the use of software to automate the process of identifying and nurturing potential customers.

Lead Generation Manager

A Lead Generation Manager is a professional who oversees and coordinates an organization's lead generation efforts. They strategize and implement initiatives to attract potential customers.

Lead Generation Specialist

A Lead Generation Specialist is a professional who uses marketing strategies to attract and convert prospects into potential customers.

Lead Generation Website

A Lead Generation Website is a digital platform designed to attract and convert users into prospective customers or leads.

Marketing Campaign

A marketing campaign is a strategic action by businesses to promote a product, service, or brand, using various marketing channels to reach a specific audience.

Marketing Campaign Analysis

A detailed explanation of Marketing Campaign Analysis, a process of assessing the effectiveness of marketing campaigns through data collection and interpretation.

Social Media Lead Generation

Social Media Lead Generation is a marketing strategy that uses social media platforms to attract potential customers, nurture them, and convert them into paying customers.

Upsell Conversion Rate

Upsell Conversion Rate is a KPI that measures the effectiveness of upselling strategies. It's used to increase average order value and boost revenue.
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