A landing page is a standalone web page created for a single, focused purpose, usually to convert visitors who arrive from an ad, email campaign, or search result. Unlike a regular website page, it typically strips away navigation and distractions to keep visitors focused on one clear action.
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That action, or call to action, might be signing up for a newsletter, downloading an ebook, or making a purchase. Landing pages are often built and tested independently from the main site so marketers can measure and improve conversion rates.

Why does a landing page matter?

A well-designed landing page removes the guesswork for visitors by giving them one clear path to follow, which raises conversion rates compared to sending traffic to a generic homepage. It's especially useful for marketing campaigns, where every visitor's intent is already known.

For example, an app might create a dedicated landing page for a Black Friday promo, featuring a headline, a short benefits list, and a single sign-up button. Teams can then run A/B tests on the page's headline, images, or button copy to keep improving its performance.

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