What is Landing Page?
A landing page is a standalone web page created for a specific marketing purpose. Unlike regular website pages, it has a single goal: conversion (lead generation, sale, signup). Best practices: Clear headline with value proposition, focused content without distraction, strong call-to-action above the fold, social proof (testimonials, logos), minimal navigation (no main menu), mobile optimization, fast loading time. For PPC campaigns, the landing page should echo the ad message (message match). A/B testing for continuous optimization.
Key Points
- One goal, one action
- No distraction from navigation
- CTA above the fold
- Message match with ad
- Mobile-first design
- Continuous A/B testing
Practical Example
“Our landing page for the SEO whitepaper has a 35% conversion rate.”