Landing Page
Definition
A landing page is a page where users from a campaign, search, or targeted link arrive with a specific purpose.
A landing page is an entry or target page in the respective usage context; for campaigns it is often tailored to the target audience, message, and desired action. A homepage or content page can also serve this function.
Simply explained
Like a targeted entry with a clear task instead of a complete table of contents.
Why it matters in practice
Relevant for campaigns, lead generation, offers, and measurable conversion paths.
Example from business
A page for an AI readiness workshop explains benefits, process, and a clear contact CTA.
Limits and pitfalls
- Multiple competing CTAs; message does not match the ad; ignoring mobile performance; making the form unnecessarily long.
Origin & history
Landing pages evolved with direct marketing and digital campaign measurement into a distinct web and conversion pattern.
Use in mid-sized companies
- Possible application in SMEs: Build clear target pages with their own measurement concept for specific campaigns or service offers.
Frequently asked questions
Must a landing page be without navigation?
No. Focus is decisive, not a rigid layout.
Sources
- Landing page experience · Google Ads, Landing page experience
- Landing page · Google Ads, Landing page
Sources checked: 10./12.10.2026.
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