Landing Page

A Landing Page is a single web page that a visitor arrives at after clicking on an advertisement (e.g., a Pay-Per-Click (PPC) ad, Display Ad) or a link in an email or social media post. Landing pages are designed with a specific goal or Call to Action (CTA) in mind, such as capturing leads (Lead Generation), promoting a specific product, or encouraging event sign-ups. Unlike a website's homepage, which has many navigation options, a landing page is highly focused to minimize distractions and maximize Conversion Rates. Effective landing pages have clear [Ad Copy](/glossary/ad-copy], compelling Ad Creative (if applicable), and a prominent CTA.