Landing Page
A standalone web page created specifically to receive traffic from a marketing campaign and drive visitors toward a single, focused action.
A landing page is a purpose-built web page designed to convert visitors into leads or customers. Unlike your homepage, which serves multiple purposes and audiences, a landing page focuses on one specific offer and one clear call to action. When someone clicks your Google ad for “free roof inspection,” they should land on a page dedicated entirely to that offer — not your general homepage.
The key principle behind effective landing pages is focus. Remove navigation menus, sidebar content, and competing links that could distract visitors from the primary action. Every element on the page should support a single goal: getting the visitor to fill out the form, make the call, or complete the purchase. This focused approach typically produces conversion rates two to five times higher than sending traffic to a general website page.
For small businesses running paid advertising, landing pages are essential for getting a positive return on your ad spend. If you’re paying $5-10 per click on Google Ads, sending those clicks to a generic page that converts at 1% is wasteful. A well-designed landing page that converts at 5-10% makes the same traffic five to ten times more profitable. The math is simple but the impact on your bottom line is significant.
Effective landing pages share common elements: a headline that matches the ad or link that brought the visitor there, clear benefits (not just features), social proof like testimonials or review counts, a prominent and compelling call to action, and a fast load time — especially on mobile devices. Test different versions to continuously improve performance.