In digital marketing, a landing page is a standalone web page, that is created specifically for a marketing or advertising campaign. A visitor “lands” after they click  a link in an email, or an ad from Google, Bing, YouTube, Facebook, Instagram, Twitter, or other like, places on the web.

The difference between your normal website, and your landing page, is that your landing pages have a single focus or “call to action,” and should not have your usual site navigation. Instead, only clickable links should be part of  your call to action, and possibly a link to more information for those who are undecided. Linking to your logo and to your regular home page can also be a good idea. You will also probably want to link to your privacy policy or terms of service from your regular website.

– Wait, can’t any page be a landing page?

Technically, Yes. The term can be used this way in Google Ads and Analytics, for instance. But not all destination pages are created equally. We use the term “landing page” to describe a campaign-specific page with just one single call to action and no website navigation.

The landing page exists after prospects at the top of the funnel click on a link in an ad, email, or elsewhere on the web. It’s where the conversion (like a purchase, signup, or registration) will take place.

Your landing page copy should be made as clear and concise as possible and should include a clear call to action.