What is the purpose of a landing page?

The purpose of a landing page is to convert visitors into leads or customers by focusing on a specific offer or action. This page is typically designed with a particular goal in mind, such as capturing a visitor's information through a form or persuading them to make a purchase. By presenting a clear and compelling offer, landing pages eliminate distractions and guide the visitor towards taking the desired action, whether that be signing up for a newsletter, downloading an eBook, or making a purchase.

Unlike other pages that may provide broader information like the company's history or general testimonials, a landing page is highly targeted and optimizes user experience for conversion, which is the ultimate objective of digital marketing campaigns. This specificity increases the likelihood of achieving measurable results, making it a critical component in many online marketing strategies.