By A10 Digital. Published .
A landing page is the page a visitor arrives on after clicking an advert, an email or a search result. In marketing the term usually means a page built for one purpose: to turn that visitor into an enquiry or a sale.
What is the difference between a landing page and a homepage?
A homepage introduces the whole business and offers many routes onward. A landing page deals with one subject and offers one next step. Someone who clicked an advert for boiler servicing should arrive on a page about boiler servicing, not one that asks them to find it.
What does a good landing page include?
- A heading that matches the click. The visitor should see at once that they are in the right place.
- What you offer and who it is for. In plain words, near the top.
- Proof. Reviews, accreditations or examples of the work.
- One clear action. A short form or a phone number, repeated down the page.
- Nothing that distracts. No links that lead away before the visitor has decided.
Why do landing pages matter for advertising?
Because you have paid for the visit. If the page does not turn it into an enquiry, the click was wasted. Google also scores the experience on the page when it prices your adverts, so a relevant page can lower your cost per click.
Can a normal website page be a landing page?
Yes. A well-made service page does the same job, and it can be found in search as well. A separate landing page is worth building when an advert makes a specific offer the main site does not.
How do you know if a landing page is working?
By the share of visitors who enquire. Improving that share is conversion rate optimisation.
Related service: Google Ads management from A10 Digital.