What Is a Landing Page? (And Do You Need One?)
A landing page is a standalone page designed to convert visitors into leads or customers. Here's when you need one and how to build it.
2 min read · Updated
Short answer
A landing page is a single web page with one goal — get the visitor to take one specific action (sign up, buy, book a call). Unlike your homepage, it has no navigation menu and no distractions.
Landing page vs homepage
| Homepage | Landing page | |
|---|---|---|
| Purpose | Overview of your business | One specific conversion goal |
| Navigation | Full menu | None (or minimal) |
| Links | Many | One CTA only |
| Traffic source | All visitors | Specific campaign or ad |
When you need a landing page
- Running Google Ads or Facebook Ads (always use a landing page, not your homepage)
- Launching a new product or service
- Building an email list (offer a free guide in exchange for email)
- Booking consultations or demos
- Running a promotion or limited-time offer
What makes a good landing page
- One clear headline — what you're offering and why it matters
- Subheading — the key benefit in one sentence
- Social proof — testimonials, logos, or numbers
- One CTA button — "Book a free call", "Download now", "Get started"
- No navigation — don't give visitors an escape hatch
Best landing page builders
- Unbounce — best for marketers, A/B testing built in
- Carrd — cheapest option ($19/year), great for simple pages
- Leadpages — good for lead capture and email list building
- Squarespace / Wix — can build landing pages within your existing site
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