SEO glossary · L

Landing Page

What is a Landing Page?

A landing page is the page a visitor arrives on after clicking a link, such as an ad, an email or a search result. In marketing, the term usually means a page built for one campaign with one goal: getting the visitor to take a specific action, such as asking for a quote, booking a demo or buying.

What makes a good landing page

  • A clear match with the ad or link: the headline repeats the promise that made the visitor click.
  • One goal: one main call to action, and few distractions such as menus and outgoing links.
  • The benefits, fast: what the visitor gets and why it matters, visible without scrolling.
  • Proof: reviews, client logos, case studies or guarantees.
  • A short form: ask only for what you really need.
  • Speed and mobile usability: most visitors from ads arrive on a phone.

Landing pages and Google Ads

Landing page experience is one of the three parts of Quality Score. A relevant, fast landing page can lower your cost per click and raise the share of clicks that become customers.

See what a better landing page could be worth with our free conversion rate calculator.

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