A landing page is a focused page built around one goal - usually getting the visitor to do a single thing, like book a call or buy a product. It strips away distractions so more people take that one action.
Also known as: Campaign page, squeeze page, single-purpose page
In plain English
A landing page is a web page designed for one job - typically converting ad or email traffic into a lead or sale. Unlike a regular page, it removes navigation, competing links, and anything that distracts from the single action you want.
Why it matters for your business
Focused pages convert better. Sending paid or campaign traffic to your homepage (with its many links and paths) leaks visitors; a dedicated landing page with matched messaging keeps them on task. Message match between the ad and the page is critical.
When you'll run into it
For every ad campaign, promotion, or offer. One page per campaign/audience so the message matches exactly what the visitor clicked on.
A real example
Example: a Google Ads campaign for "emergency WordPress repair" sends traffic to a page with one headline, three bullet points about what is included, a price, and a single call-to-action button - not your homepage, where the visitor has to hunt for what they came for.
Run into this on your site?
Speed Optimization