A landing page is the first page someone reaches after clicking your ad or link, focused on a single goal. That goal is usually getting a form filled in, a call or order, or a booking.
Unlike a home page, it avoids distracting menus and many links and focuses on one message and one call to action. That is why sending ad traffic to a dedicated landing page instead of the home page clearly lifts conversion rate.
A good landing page loads fast, works well on mobile, repeats the ad’s promise on the first screen and includes trust signals such as reviews, references and guarantees.
EXAMPLE
Someone who clicks a “free dental check-up” ad lands on a page that only describes that campaign and includes a booking form.
PRACTICAL TIPS
- 01Repeat the ad headline in the first line of the page.
- 02Use a single call to action and keep the form short.
- 03Make sure the page loads in under 3 seconds on mobile.