Digital marketing term
Landing Page
The first page a visitor hits after an ad, email, or search click—built for one job. Unlike a homepage, it trades navigation clutter for a promise, proof, and a single call to action.
Detailed explanation
After someone clicks a headline, subject line, or snippet, they look for that same promise on the next screen. If the page does not match, bounce rises and you have paid for a click with no conversion. That is why campaign URLs usually skip the homepage and go to a dedicated address.
A strong page keeps three layers clear: who it is for and what result they get, why it is trustworthy, and what to do now (one CTA). Extra form fields, hidden costs, or creative from a different campaign add friction. If the promise is below the fold on mobile, a “nice” desktop layout still loses.
Measure conversion rate, bounce, and CTA clicks—and read the ad and the page together. When conversion is low, check message match first, then test one change at a time. Cloning the same offer across dozens of URLs splits intent; one primary page per job is enough.
Frequently asked questions
- Is a landing page the same as a homepage?
- No. A homepage helps people browse the site. A landing page is locked to one campaign promise and one action.
- If conversion is low, do you fix the ad or the page first?
- If the ad promise and the page do not match, fix the page (and the URL) first. If they match, look at the offer, form friction, and a single-variable A/B test.
Related terms
Internal links for the topic cluster — read these concepts together.
- CTAThe button, link, or line that names the next step you want someone to take. Vague labels like “learn more” may collect clicks and still fail the conversion.
- CROCRO (Conversion Rate Optimization) is the systematic process of testing and improving experiences so existing traffic converts at a higher rate.
- ConversionThe defined action you wanted completed: a purchase, signup, download, or form. Traffic without that count means the campaign flew blind on its results.
- A/B TestAn A/B Test is an experiment method that shows two (or more) variants at the same time and compares which performs better using statistical evidence.
- Bounce RateBounce Rate is the percentage of visitors who view only a single page and leave without further interaction.
- Value PropositionWho you help, which problem you solve, and what result they get. It is the broader page-level promise sitting next to a USP.