Glossary
Landing Page
A single focused page built to get a visitor to take one specific action, such as opting in or buying.
A landing page is a single web page built around one goal. Unlike a homepage, which offers many links and directions, a landing page tries to get the visitor to take one specific action: opt in, book a call, or buy.
The focus is the point. A normal web page has a menu, a sidebar, and a dozen ways to wander off. A landing page strips most of that away so the visitor has one clear next step.
Ad or email
down to
Landing page (one message, one action)
down to
Signup or purchase
Landing pages usually pair with traffic you paid for or worked to earn, so the page has to match the promise that brought people there. If the ad talks about saving time and the page talks about something else, people leave, and your conversion rate drops.
A landing page is the entry point to a sales funnel, not the whole thing. Its job is to turn a click into the first commitment, whether that is an email address or a sale.
To learn what belongs on the page and what to leave off, read what is a landing page and how landing pages turn traffic into leads.