What Is a Landing Page
A standalone page designed to convert a visitor into a lead or customer by prompting one specific action, such as filling out a form or making a purchase.
If you have ever built a page around a keyword and wondered why no one converts, you already know that landing pages are not just another page on your site.
Key points
- Remove broad navigation and extra links to keep attention on the target action.
- Match the page message to the search intent behind the query that brought the visitor.
- Use one clear CTA per page, not a menu of competing offers.
- Keep forms short — ask only for the data you genuinely need to follow up.
- Build the page for a specific campaign or traffic source, not as a general site page.
- Test headline and offer against user intent, not just keyword density.
A lead capture page for a free ebook
A SaaS company runs a Google Ads campaign for 'project management template'. The landing page has a headline matching that phrase, a short form asking for name and email, and no navigation menu. The page converts at 12% — three times the rate of their homepage, which links to pricing, blog, and support. The same page later ranks organically for the same query, but conversion rate optimisation suffers — the rate drops to 6% because visitors arriving from search expect a different level of detail.
Three things a landing page is not
- Not a homepage A homepage serves multiple audiences and goals. A landing page removes distractions to focus on one conversion action, such as a form fill or purchase.
- Not a product page Product pages support browsing, comparison, and add-to-cart. A landing page is built for a single offer, often with a form and a clear CTA.
- Not a blog post Blog posts inform or educate. Landing pages persuade and apply on page seo principles. They use a headline, supporting copy, and a visible CTA to drive a specific action.
Four ways it goes wrong
- Too many links Adding a full navigation menu or footer links gives visitors an exit before they convert. Keep the page focused on the target action.
- Vague CTA A button that says 'Submit' or 'Learn More' does not tell the visitor what happens next. Use action-oriented text like 'Download the Guide'.
- Long form Asking for phone number, company size, and job title before the offer can cut conversions by half. Ask only for what you need to follow up.
- Keyword-first copy Writing for search engines instead of on page seo best practices creates a mismatch. Visitors who arrive expecting one thing and find another will leave without converting.
Three things to check before you publish
- Mobile usability Google uses mobile-first indexing, and a landing page that is slow or hard to use on a phone will lose both rankings and conversions.
- Page speed A delay of one second in load time can reduce conversions by up to 7%. Compress images and minimise scripts before launch.
- Form placement The form should be visible without scrolling on mobile. If users have to hunt for it, they will leave before converting.
Common questions
How to create a landing page?
Start with a single goal, write a clear headline, add a short form, and remove navigation links. Use a builder or code it yourself.
How to create a landing page for free?
Use free tiers of tools like Mailchimp, Canva, or WordPress. You get a subdomain and limited templates, but it works for testing.
How to create a landing page in WordPress?
Install a page builder plugin like Elementor or use a dedicated landing page theme. Create a new page, set a template, and publish.
How to create a landing page in Canva?
Canva offers landing page templates you can customise. Export as a PDF or image, then embed it on your site or use a hosting service.
Sources
- Google Search Central Covers page experience, helpful content, and spam policies for landing pages.
- VWO Glossary Defines landing page types and conversion goals.
- Cyberclick Explains landing page structure and common mistakes.