Landing Page
A landing page is a standalone page built around a single goal — usually capturing a lead or making a sale — that visitors 'land' on from an ad, email, or campaign.
Unlike a homepage, which serves many audiences and purposes, a landing page is focused on one action only. Removing navigation and distractions keeps the visitor moving towards a single call to action.
Effective landing pages match the message of the ad that brought the visitor, lead with a clear value proposition, and back it with proof — testimonials, results, guarantees. Every element either supports the conversion or gets removed.
Because their success is so measurable, landing pages are the natural home of conversion optimization and A/B testing — where small changes to headlines, layout or forms can lift results substantially.
Related terms
Conversion Rate
Conversion rate is the percentage of visitors who complete a desired action — a purchase, sign-up, or enquiry — out of everyone who had the chance to.
A/B Testing
A/B testing compares two versions of a page or asset by splitting traffic between them, then measuring which performs better against a defined goal.
Pay-Per-Click (PPC)
PPC (Pay-Per-Click) is an advertising model where you pay a fee each time someone clicks your ad, buying visits rather than earning them organically.
Core Web Vitals
Core Web Vitals are a set of Google metrics measuring real-world page experience — loading speed, interactivity, and visual stability — that influence search rankings.
Marketing Funnel
A marketing funnel is the journey a person takes from first discovering your brand to becoming a customer, usually framed as awareness, consideration, and decision stages.
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