What Is a Landing Page?

A landing page is a standalone web page. You use it to drive a single action.

You direct users to this page from an email, ad, or social post. The goal is to convert visitors.

Key Definitions

Landing Page
A single page focused on one action. Example: download, signup, or registration.
Website
A collection of pages under one domain. It shares general business information.
Microsite
A small group of pages. It focuses on one campaign or topic.

When to Use a Landing Page

Use a landing page when you want one clear outcome.

Examples include:

Collect form submissions
Promote a webinar
Offer downloadable content
Capture leads from campaigns

Ensure the message matches the source. Keep a smooth transition from email or ad to page.

Landing Page Do’s

Follow these best practices to improve conversions:

Use a clear and concise headline
Keep your form simple
Apply strong design principles
Keep copy short and easy to scan
Place the offer above the fold
Explain the call-to-action (CTA) clearly
Stay consistent with your campaign
Focus on one message
Ask users to complete one action
Make the value clear right away
Check mobile responsiveness
Optimize for fast load times
Show a thank-you page after submission

Landing Page Don’ts

Avoid these common mistakes:

Do not add links that lead away from the page
Do not include a full navigation bar
Do not distract from the main CTA
Do not ask for too much information
Do not use vague messaging
Do not create inconsistent designs
Do not use clashing colors
Do not make navigation confusing

Landing Page vs Website vs Microsite

Use the table below to understand the differences:

Feature	Landing Page	Website	Microsite
Pages	1 page	5+ pages	3–5 pages
Purpose	Drive one action	Share full business info	Focus on one topic
Audience	High intent users	General audience	Niche audience
Navigation	Limited	Full navigation	Moderate navigation
Goal	Conversion	Exploration	Awareness
Structure	Focused	Broad	Semi-focused

Forms: Capture Conversions

Forms turn visitors into leads. You collect user information in exchange for value.

Examples of value:

Webinar access
Downloadable content
Product updates

Form Best Practices

Use clean and simple design
Place the form in a visible area
Make fields easy to complete
Ensure mobile responsiveness
Offer a clear incentive
Match user expectations
Reduce friction and confusion
Follow data compliance rules

Learn more about How to Build an Effective Form for Landing Pages.

Improve Results With A/B Testing

A/B testing compares two versions of a page. It helps you find what works best.

Test elements like:

Headlines
CTA buttons
Images
Form length

Benefits:

Increase conversions
Improve engagement
Reduce drop-off rates

Check out our Guide to Landing Page A/B Testing Metrics

Make Your Landing Page Accessible

Accessibility ensures all users can interact with your content. Follow the Web Content Accessibility Guidelines (WCAG). These guidelines come from the World Wide Web Consortium (W3C).