A standalone web page designed for a specific purpose — usually to receive traffic from a particular campaign or ad and drive a single, clearly defined action, like a signup or purchase — as opposed to a general website page serving multiple purposes.
Why it matters
A landing page built for one specific offer and one specific audience typically converts far better than sending the same traffic to a general homepage, because the messaging, offer, and call to action can all be tightly matched to what brought the visitor there in the first place.
In a sentence
"We built a dedicated landing page for the webinar campaign instead of linking to the general resources page, and conversion rate roughly doubled."
Related terms
- Often confused with: Homepage (a landing page is typically purpose-built for one campaign or offer and often has no site navigation; a homepage serves as a general entry point to an entire website, with broader navigation and messaging).
- Synonyms: LP (shorthand).