Short definition

Landing page — a focused web page built around one offer, campaign, or information need that guides visitors toward a clear next step.

Also known as: campaign page, conversion page.

A landing page focuses on the specific question that brought a visitor there. It brings the message, evidence, and action together around one goal instead of presenting everything the company does at once.

How does a landing page work?

The page matches one promise to one audience. The heading names the offer, supporting sections address doubts with evidence and examples, and one primary call to action explains what happens next. Navigation can remain available but should not distract visitors before the message is clear.

What does this mean for a small business?

For each service or campaign, identify the question that brings people in and give it a dedicated page with a direct route to the intended action, such as an inquiry, booking, subscription, or purchase.

What should you watch for in a landing page?

  • give the page one main promise and one primary action;
  • show evidence that addresses the visitor’s specific question;
  • keep supporting explanations relevant to this offer;
  • avoid generic filler added only to reach a minimum word count;