What Is a Landing Page?

In digital marketing, a landing page is a standalone web page, created specifically for a marketing or advertising campaign. It’s where a visitor “lands” after they click on a link in an email, or ads from Google, Bing, YouTube, Facebook, Instagram, Twitter, or similar places on the web. Unlike web pages, which typically have many goals and encourage exploration, landing pages are designed with a single focus or goal, known as a call to action (or CTA, for short).

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The landing page for this customer serves a completely different purpose. Paired with super slick ads that promote a single offer, everything about it works hard to turn these visitors into customers. It’s doing a better job to convert the traffic the brand’s already getting. That’s the power of landing pages!

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Types of Landing Pages

You’ll see a lot of variation out there, depending on the specifics of the business, but there are really two archetypal landing page (defined by their goals):

Lead Generation Landing Pages: Also called “lead gen” or “lead capture” pages, these use a form as their call to action. This form almost always collects lead data, like the names and email addresses of visitors.