What is a landing page? (And why your home page isn’t one)
What a landing page is, how it differs from your home page, and the elements that make landing pages convert for ads and campaigns.
The simple definition
A landing page is where someone lands after clicking something specific: an ad for emergency plumbing, an email about a spring offer, a social post about a free report. It exists to get that person to do one thing.
Why your home page usually isn’t one
Your home page has to speak to everyone: new customers, existing ones, job seekers, suppliers. It links everywhere. Sending paid traffic there is like inviting someone to a party and leaving them at the front door to find the kitchen themselves.
What good landing pages have in common
- A headline that matches the ad or link that brought the visitor
- One clear call to action, repeated
- Proof close to the action: reviews, logos, photos, guarantees
- A short form or a big phone button
- Fast loading on mobile, because most paid clicks are on phones
How many do you need?
One per offer and audience. A plumber running ads for hot water and for blocked drains should have two landing pages, not one generic services page.
A common mistake
Testing button colours before the offer is right. The biggest wins come from the headline, the offer and the form. Fix those first.
Frequently asked questions
Is a landing page the same as a website?
No. A landing page is a single page with one goal. It can sit on your website or on its own.
Do landing pages help SEO?
Campaign landing pages are built for conversions, not rankings, and are often hidden from search. SEO pages are built differently.
How long should a landing page be?
As long as it needs to be to answer objections. Simple offers can be short; expensive decisions often need more detail.
