Landing page
In short
A landing page is a separate page built for one purpose, such as getting visitors from an ad to book or get in touch.
Your front page has to help every kind of visitor move on. A landing page has only one job. It receives people from a specific source, such as an ad, a newsletter or a campaign, and asks them for one thing.
Why it matters to you
If you send ad traffic to your front page, people have to hunt for what the ad promised. Many will not bother, and you pay for the click regardless. A landing page that repeats the promise from the ad and has one clear CTA makes it easier to say yes.
It also makes things easier to measure. When all traffic from one campaign lands on one page, you quickly see whether the campaign pays off.
How to make a good one
Start with the headline from the ad, so the person who clicks recognises it. Say what they get, what it costs and what happens next. Remove the menu if it only leads people away. Finish with one button, not three.
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