A landing page is a webpage designed to receive visitors having clicked on a link from another page or marketing campaign. The role of the landing page is to present a product or service and encourage the visitor to carry out a specific action (e.g. a purchase or an email signup) in response to a call to action (CTA).
Unlike a traditional website homepage, a landing page is focused on a single call-to-action and avoids distractions like navigation menus. This streamlined approach helps to increase conversions by directing visitors' attention to the desired action.
Examples include lead capture pages, splash pages, and webinar signup pages.