·2 min
Landing Page
websitesconversionlanding page
What is a landing page?
A landing page is a dedicated web page designed with one specific goal — to prompt the user to take an action: submit a form, download an e-book, sign up for a newsletter, or make a purchase. Unlike a "regular" page, a landing page minimizes distractions and guides the user toward a single conversion.
A landing page is one of the most important elements of advertising campaigns — it is where traffic from Google Ads, Meta Ads, or email campaigns lands.
Why does it matter?
- Conversion — a well-designed landing page converts 3-5x better than a regular page
- Campaigns — every ad campaign should direct traffic to a dedicated landing page, not the homepage
- Measurability — one goal = easy measurement and optimization
- Personalization — you can tailor content to a specific target audience or keyword
- A/B tests — testing landing page variants is the fastest path to higher conversion
Key elements
- Headline — a clear value promise that addresses the user's need
- CTA (Call to Action) — a prominent button with a specific action ("Download for free", "Request a quote")
- Social proof — customer reviews, partner logos, numbers (500+ clients)
- Form — minimum fields (fewer fields = higher conversion)
- Visual — product photo, screenshot, hero image
- No navigation — removing the menu eliminates distractions
Best practices
- One goal, one CTA — do not distract the user with multiple options
- Above the fold — key information and CTA visible without scrolling
- Speed — Core Web Vitals affect conversion and ad Quality Score
- Mobile-first — 60%+ of traffic is mobile; the landing page must be flawless on phones
- Test variants — headline, CTA, form — every element impacts conversion
- Consistency with the ad — the landing page headline must match the ad copy
More in the article how to create an effective landing page.
Related Terms
- Conversion — achieving a goal on a page
- A/B test — testing variants
- CPC — cost per click
- CTR — click-through rate
- Core Web Vitals — performance metrics