Simply put, a landing page is the first page you “land on” after clicking a link. In this sense, a landing page could be almost anything: your home page, a blog post, a product page, a lead capture page… you get the idea.
However, as simple as this definition is, when we talk about “landing pages” in online marketing, we usually mean a page that is specifically designed to receive and convert traffic from an online marketing campaign. Using this alternate definition, a home page wouldn’t qualify as a “landing page” — it isn’t designed to convert traffic from a specific marketing campaign.
Here are a few examples of things you might want people to do on your landing page:
- Make a purchase
- Become a lead by submitting a form
- Call you
- Reach out to you via chat
- Subscribe to a newsletter or email list
- Register for an event
All of these conversion actions accomplish the same basic goal: they progress people towards becoming a paying customer. And, ultimately, that’s the goal of any landing page—regardless of what definition you use.