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.

Landing page example

A tax adviser runs an ad for “tax return help for freelancers”. The ad goes to a page with the headline “Tax returns for freelancers, done in 5 days”, three benefits, a price, two reviews and a short form with name, email and phone. There is no menu. The tax adviser’s old home page, with ten services and a long menu, got far fewer enquiries from the same ad.

Landing page checklist

  1. The headline repeats the promise of the ad or link.
  2. The main benefit and the call to action are visible without scrolling on a phone.
  3. One goal and one action.
  4. Proof close to the action: reviews, logos, guarantees.
  5. A short form with only the fields you really need.
  6. Fast loading, with images compressed.
  7. Tracking set up for the conversion.

Landing page mistakes

  • Sending ad traffic to the home page.
  • Several competing buttons and links.
  • Vague headlines and long blocks of text.
  • Never testing a second version.

Landing page FAQs

Should a landing page be indexed?

If it is only for paid traffic and duplicates other pages, you may add a noindex tag. If it can serve search too, let it be indexed. See conversion rate optimization and call to action.

Landing page experience is part of Quality Score. See ad copy.

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