Conversion
Landing page
A landing page is a standalone page built for one audience arriving from one source, usually an advertisement or campaign, with one thing to do on it. It exists to continue the promise that brought the visitor.
What separates a landing page from an ordinary page is context. Nobody arrives at a landing page by accident. They clicked something specific and arrived carrying an expectation formed seconds earlier, and the page either confirms it or breaks it. That is why landing pages typically strip the main navigation and secondary offers: anything not related to the promise is a reason to leave.
The most common failure is drift. The advertisement gets rewritten during a campaign, the landing page does not, and neither reads wrong on its own. Message match, the correspondence between what was clicked and what appears, is the first thing to check when a landing page underperforms.
Landing pages also multiply. A year of campaigns leaves dozens of near-identical pages, some still receiving traffic, some describing offers that ended months ago. Set a review or retirement date when each one is created, because nobody volunteers to audit them later.
Landing page best practicesConversion