Landing page
Also called lead capture page, squeeze page
What is a landing page?
A landing page is a standalone web page designed around a single goal, such as booking, buying, signing up or downloading. Visitors usually arrive from an ad, a social post, an email or a link in bio. Unlike a homepage, which serves many purposes, a landing page has one message and one call to action, with few distractions.
Typical parts are a clear headline, a short explanation of the benefit, supporting proof such as testimonials or logos, answers to common objections, and a form or button. Many remove or reduce the main site navigation so attention stays on the action.
In a looser sense, "landing page" also means any page where a visitor first lands on a site. In marketing it nearly always means the focused, single-goal kind.
Why a landing page matters
Sending ad or social traffic to a general homepage makes people search for what they came for, and many give up. A landing page that matches the promise in the ad picks up exactly where the ad left off, which usually lifts conversion rate.
Landing pages are also easy to measure and test. With one goal per page, you can see clearly how many visitors act and run A/B tests on headlines, images or offers.
How to make a landing page that converts
- Match the headline to the ad or post that sends people there.
- State the main benefit and who it is for above the fold.
- Add proof near the action: testimonials, reviews or results.
- Answer the top two or three objections briefly.
- Use one clear call to action and keep forms as short as possible.
- Check it loads fast and reads well on a phone, where most social traffic arrives.
Landing page example
Crumb & Co runs an ad for celebration cakes. The ad links to a page headed "Custom cakes, ready in 48 hours", with photos of past cakes, three customer quotes, an allergen note, and a short order form. There is no menu or blog link to wander off to.
Landing page FAQ
What is the difference between a landing page and a homepage?
A homepage introduces the whole business and links to everything. A landing page focuses on one offer and one action, built to convert visitors from a specific campaign.
Do you need a landing page for social media ads?
You do not strictly need one; some platforms offer in-app forms. But a dedicated page that matches the ad usually converts better than sending people to a general homepage.
Related terms
Conversion rate is the percentage of people who take a desired action, like buying or signing up, out of everyone who could have.
A call to action (CTA) tells people exactly what to do next, such as Shop now, Book a class or Save this post. It turns attention into action.
A lead magnet is something free and useful, like a guide, checklist or discount, offered in exchange for a person’s email address.
A/B testing compares two versions of an ad, page or post that differ in one thing, to see which performs better on a chosen metric.
Microcopy is the small text in a product or page, like button labels, form hints and error messages, that guides people to act.
An Open Graph image is the picture shown when a link is shared on social media or in chat apps, set with the og:image tag. Use 1200×630 pixels.