A landing page is a standalone page designed with a single goal: getting whoever arrives to take one specific action, whether that's buying, leaving their details, or booking an appointment. Unlike your main website, it doesn't have a full navigation menu and doesn't try to say everything — it exists for one campaign, one product, or one specific offer.
Why it converts better than sending traffic to your general site
When someone arrives from a "free physiotherapy consultation" ad and lands on a clinic's general homepage, they have to hunt for the information among sections about services, team, contact... Every extra click is a chance for them to leave. A landing page dedicated to that specific offer removes distractions and leads straight to conversion.
The elements it can't do without
A headline that makes clear in three seconds what's on offer and for whom. A form or call-to-action button visible without having to search. Trust signals (testimonials, client logos, numbers). And above all, a single goal: a landing page trying to sell three things at once sells none of them well.
When it makes sense to build one
For any paid advertising campaign (Google Ads, Meta Ads), for launching a new product or service, for a time-limited offer, or to capture leads from a specific event or webinar. In general: whenever there's a single message that deserves its own page with no surrounding noise.
The most common mistake
Reusing the website's homepage as if it were a landing page. They share the same page format, but serve opposite purposes: the homepage has to inform about the whole business; the landing page has to focus all attention on one thing only.
Frequently asked questions
Does a landing page replace my main website?
No, it complements it. Your main website remains your brand's "home"; landing pages are specific pages for particular campaigns or products.
How long does it take to build a landing page?
Noticeably less than a full website, since its scope is much narrower: usually between a few days and a couple of weeks, depending on design and content complexity.
Do I need a different landing page for every ad campaign?
Ideally yes, or at least a different one for each clearly different offer or audience. The more specific the landing page's message is to the ad that brought the visitor there, the better it converts.