What is a Landing Page?

A landing page is a standalone web page designed to focus on a specific action or goal, such as capturing a lead, promoting a product, or encouraging a download. Unlike a homepage that provides a broad overview of a business, a landing page is streamlined to direct visitors toward one CTA, like filling out a form, making a purchase, or subscribing to a newsletter. Landing pages are typically used in digital marketing campaigns, often linked to ads or email campaigns to drive targeted traffic and increase conversion rates.

Think of a landing page like a personal sales pitch. It’s a focused webpage that encourages visitors to take one specific action, like signing up for an email list or making a purchase. Unlike your regular website pages, which may have lots of links and information, a landing page cuts out distractions and guides the visitor toward doing something you want them to do. For example, if you’re running a spring cleaning promotion, a landing page might promote the offer and have a clear button for people to schedule their service.

Landing pages can be valuable for small businesses, especially if you’re doing any kind of PPC or email marketing. They are often the first interaction a potential customer has with your business, and having a well-designed landing page can significantly boost your conversion rates—meaning, it helps turn visitors into customers. For small businesses with limited marketing budgets, landing pages allow you to focus efforts on specific goals, track results, and improve your marketing campaigns. Without a dedicated landing page, you risk losing out on potential leads or sales by sending visitors to a generic webpage that isn’t optimized to convert.

• Landing pages are only for big businesses. Landing pages can benefit any business, regardless of size. For small businesses, they’re an affordable and effective way to capture leads and boost conversions.
• Any page can be a landing page. A landing page isn’t just any webpage. It should be focused on one goal, have a clear CTA, and not be cluttered with extra links or content that distracts from the main objective.
• Landing pages don’t need to be tested. A/B Testing is crucial. Even small tweaks like changing a headline or adjusting a call to action can drastically improve conversion rates, so regular testing is key to success.