Landing page
Also called Lander
A standalone page built for one campaign or offer, with a single goal such as getting leads, bookings or sales.
A landing page is a page designed around one goal, usually for visitors arriving from an ad, email, social post or search result. Unlike a homepage, which has to serve many audiences and link to everything, a landing page focuses on one offer and one action.
That focus is the point. Every section should help the visitor decide: a headline that matches the message that brought them, a short explanation of the offer, the benefits that matter to this audience, proof that it works, answers to common objections and a clear call-to-action. Navigation menus, unrelated links and competing offers give visitors ways to drift away, so many landing pages remove or reduce them.
Landing pages come in different shapes. A lead generation page collects contact details, often in exchange for a quote or guide. A click-through page warms visitors up before sending them to a checkout or sign-up. A sales page makes the full case for a purchase and can be long. The right length depends on the price and complexity of the offer: a free download needs little explanation, while an expensive service needs more proof and detail before people commit.
How to improve it
- Give each page one goal and one primary call-to-action.
- Match the headline to the ad, email or search query that sends traffic to the page.
- Reduce navigation links and outbound distractions that compete with the main action.
- Add proof and answers to objections close to the point of decision.
- Check your title tag, meta description and social preview with the free meta tag checker (open tool).
How PageScore checks it
PageScore is built to audit landing pages. It checks the first-screen CTA, whether the page has a conversion path matching its goal, navigation link count, headline and subheadline, proof and trust signals, forms, SEO basics and mobile speed, then ranks the fixes.