A landing page is a page visitors arrive at after clicking an ad, a search result, a newsletter or another link. It is built around one goal, for example an enquiry, a purchase, a booking or getting in touch.
Unlike a normal subpage, a landing page usually concentrates on exactly one topic and one action.
What makes a good landing page?
A landing page that works gives people the information they expect, quickly. It is clearly structured, easy to understand and holds as few distractions as possible.
Important elements are usually:
- a clear headline
- a short explanation of the offer
- trust signals such as reviews or references
- a clearly visible call to action
- a simple structure without unnecessary navigation
Many decisions are made within a few seconds. It should therefore be obvious straight away what this is about and why it is relevant.
Why landing pages matter for SEO and marketing
Landing pages play an important part in SEO, in Google Ads and in conversion work. They can be aimed at specific keywords or audiences and therefore attract particularly relevant visitors.
Well-optimised pages bring not only more visibility but usually better conversion rates too.