What is a Landing Page?

A landing page is a standalone web page created specifically for a marketing or advertising campaign. Unlike your homepage which has multiple goals, a landing page has a single focused objective - whether that is capturing leads, making a sale, or getting someone to sign up. Visitors 'land' on this page after clicking a link in an email, advert, or social media post.

A homepage is the main entry point to your website with navigation to all areas and multiple calls to action. A landing page is a focused, standalone page with one specific goal and typically no navigation menu. Homepages serve general visitors exploring your business; landing pages target specific audiences from campaigns with a single conversion action in mind.

Landing pages dramatically improve conversion rates because they remove distractions and focus visitors on one action. Instead of hoping website visitors will find your offer, landing pages guide them directly to it. They also allow you to match your page messaging exactly to your ad or email campaign, creating a seamless experience that builds trust and encourages action.

A good landing page has a clear headline that matches your campaign, a compelling offer or value proposition, social proof (testimonials, reviews, client logos), a prominent call-to-action button, minimal distractions (often no navigation), fast loading speed, and mobile-friendly design. The best landing pages focus on benefits rather than features and address visitor objections directly.

Landing page length depends on your offer complexity and audience awareness. Short pages (under 500 words) work well for simple offers, free resources, or audiences who already know you. Long-form pages (1,000+ words) perform better for expensive products, complex services, or cold audiences who need more convincing. Test both approaches to see what works for your business.

Landing pages can help SEO when optimised for search terms. Many businesses create SEO landing pages targeting specific keywords like 'emergency plumber Cardiff' or 'wedding photographer Bristol'. However, traditional campaign landing pages (for ads or email) often focus on conversion over SEO. The best approach combines both - pages that rank well AND convert visitors.

Research shows businesses with 10-15 landing pages generate 55% more leads than those with fewer than 10. Each unique offer, audience segment, or campaign should have its own landing page. A tradesperson might need landing pages for each service area; an ecommerce business might create pages for different product categories or seasonal promotions.

The average landing page converts at 2-5% across industries. Top-performing landing pages achieve 10% or higher. However, conversion rates vary significantly by industry, offer type, and traffic source. A free ebook download might convert at 20%+, while a high-value service enquiry might convert at 3-5%. Focus on beating your own benchmarks rather than industry averages.