What is a landing page?

A landing page is a web page that designed with the purpose to get visitors to do what marketers want them to do. Whether it’s capturing a visitor’s information through a lead form, signing up for a free trial, or making a purchase. A good landing page will be targeted to a particular stream of traffic – say from an email campaign advertising a particular product or offer – and, because it is targeted, and because it has an interesting offer behind a lead capture form, you will convert a higher percentage of your website visitors into leads with which you can follow up.

Why are landing pages so important in marketing?

Companies are more successful in converting web traffic into leads or buying customers by utilizing effective landing pages in conjunction with their advertising, email, or social media campaigns, instead of sending these visitors to their main website home page. Companies can increase the likelihood of converting large streams of traffic derived from campaigns that traffic by using an effectively designed and targeted landing page.



Landing pages are valuable marketing channels that will benefit the bottom line of your business. Whether you want to grow your lists, sell products or services, or showcase your expertise through thought leadership, landing pages are a great way to nurture new customers, educate people about your products, and drive conversions.

Unlike your website’s homepage—which is generally designed to provide an overview of your business—landing pages help build customer loyalty and increase profits by hyper-focusing on a specific short-term goal.

When you set up landing pages for individual campaigns, audiences, events, or promotions, you must provide people with a clear, direct call to action and make it easy for them to take steps further into the buyer’s journey: Form fills, contact us, subscribe, share, and engage.


  • Responsive: Your landing page needs to look good and function well on a variety of devices, desktops, tablets, and mobile phones.
  • Targeted: Focus on the one aspect of your business that you want to tell consumers about for the best conversions.
  • Call to action: Every landing page should have a clear purpose, so make sure you lead your visitors into completing a successful conversion if that conversion is making a purchase, signing up for your newsletter, or picking up the phone.
  • Analytics: Measure the effectiveness of your campaigns and landing page, make sure that your landing page design incorporates analytics to help you test and improve.