What is Landing Page?
Definition
A landing page is a standalone web page designed with a single focused objective, typically to convert visitors into leads or customers through a specific call-to-action.
Why landing page matters
Landing pages matter because they optimize for conversion rather than exploration. By removing navigation and distractions, they focus visitor attention on a single action, dramatically improving conversion rates compared to general pages.
For SEO, landing pages can rank for specific commercial or transactional keywords, capturing visitors at decision points. A well-optimized landing page converts organic traffic more effectively than sending searchers to general pages.
Landing pages enable precise measurement and testing. With single objectives, you can clearly track conversion rates and test variations to improve performance over time.
Key concepts and types
- •Single focus
Designing around one clear call-to-action rather than multiple competing objectives. - •Message match
Aligning landing page content with the source that brought visitors, whether ads, emails, or search. - •Conversion optimization
Testing and improving elements to increase the percentage of visitors who complete the desired action. - •Above the fold content
Key information and CTA visible without scrolling to capture immediate attention. - •Trust elements
Testimonials, reviews, and social proof that build confidence in taking action.
Common misconceptions
- ✕Landing pages should never have navigation
- ✕Landing pages can't rank well organically
- ✕Shorter landing pages always convert better
- ✕Landing pages are only for paid traffic
- ✕One landing page design works for all audiences
Related terms
FAQs
What makes a high-converting landing page?
Clear value proposition, compelling headline, relevant content, strong CTA, social proof, minimal distractions, fast loading, and mobile optimization all contribute to conversion success.
Should landing pages be indexed for SEO?
It depends. Landing pages targeting valuable keywords should be indexed. However, variant pages for A/B testing or pages with thin content might be better left unindexed.
How long should a landing page be?
Length depends on complexity and audience awareness. Simple offers to warm audiences can use short pages. Complex products or cold audiences often need longer pages that build understanding and trust.