Little Glossary · Web and conversion
Landing page
A landing page is a page built for a single conversion goal, such as booking a demo, downloading an ebook or registering for a webinar. It receives traffic from a specific campaign and removes anything that distracts from that action.
How it differs from the homepage
The homepage speaks to every audience and leads to many places. A landing page speaks to one specific audience, arriving from an ad, an email or a post, and asks for one thing. That's why it usually drops the main menu and outbound links.
Typical elements
- A headline consistent with the ad that brought the visit. If the ad promises a pricing guide, the page has to talk about that guide, not the product in general. This is called message match.
- A concrete benefit in the subheadline or a short list.
- Social proof: logos, testimonials with name and title, usage figures.
- A single call to action, repeated if the page is long.
- A short form: every extra field lowers conversions; anything not essential can be asked later.
- Answers to the most common objections, often as an FAQ.
How it's measured
- Conversion rate: conversions divided by visits. Only compare it across similar campaigns and audiences, since it varies a lot by channel and offer.
- Cost per lead or per opportunity, matching campaign data with the CRM.
- Lead quality: how many turn into opportunities or deals.
Good practices
- One landing page per campaign or segment, not one generic page for everything.
- Test changes one at a time (A/B testing) once there's enough traffic to draw conclusions.
- Watch mobile load speed, especially when traffic comes from social media.
Related terms
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