A landing page is a unique, singular web page primarily designed to fulfill a specific marketing objective. For example, this type of page may be engineered to capture user email leads or to communicate a ‘coming soon’ announcement.
A landing page usually contains a minimum amount of information to keep the visitor’s focus concentrated on its single goal. The purpose of a landing page is to generate leads through compelling calls to action. Therefore, it generally incorporates an opt-in or sign-up form requesting user details such as their name and email address.
These standalone pages often form part of a larger promotional effort for events like product or brand launches. Landing pages are frequently linked to from other advertising channels, such as marketing emails or social media campaigns.
These pages are, by definition, temporary web pages and are not considered part of a website’s permanent ‘evergreen’ content. Furthermore, landing pages are sometimes constructed and hosted on separate microsites.