Landing page
Definition
A landing page is a page designed for a single goal: converting the visitor who arrives on it, often from a campaign, a specific search or a given sector.Unlike a homepage, which must talk to everyone, a landing page talks to one specific audience with one goal. That is its strength: a focused message, a single expected action, no distractions.
It is used in two contexts. Campaigns: an ad or an emailing points to a dedicated page that extends the exact promise of the message, rather than to a generic homepage where the visitor gets lost. Search: one page per sector or need ("website for a real estate agency", "website redesign for an accounting firm") captures precise searches no generalist page can target.
A good landing page follows a proven structure: a clear promise, proof (testimonials, sector work), objection handling, a repeated call to action. On a well-designed CMS, one landing page template creates as many pages as you have segments to address.
This sector-page logic rests on the same principles as design that converts, applied to a single audience.
One landing page per search intent, not one catch-all landing page: three precise pages that convert beat one generic page that speaks to no one.
Frequently asked questions
No, they complement each other: the website builds credibility and lasting visibility, the landing page concentrates a campaign on a single action. One without the other leaves visitors on the way.
Because every possible exit dilutes the expected action. The visitor arrives from an ad or an email for a specific offer: the page leads there without detours. Fewer doors, more conversions.