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What is a Landing Page – and Why Do You Need One?
When it comes to online advertising and digital marketing, a Landing Page is a standalone web page designed with a single, focused purpose. It’s separate from your main website and typically not accessible via your site’s standard navigation. Visitors usually arrive on a Landing Page after clicking an ad, email link, or social media promotion.
Unlike your homepage, which acts as a general introduction to your brand, a Landing Page is all about one clear call to action (CTA) — whether that’s signing up for a newsletter, downloading a brochure, booking a consultation, or making a purchase.
Why Landing Pages Matter
Landing Pages are where site visitors become leads or paying customers. They’re essential to the success of your marketing campaigns, helping you:
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Increase conversion rates by removing distractions
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Target specific customer segments with tailored messaging
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Track the effectiveness of campaigns with clear metrics
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Provide a seamless user journey that aligns with ad content
Common Mistake: Using Your Homepage as a Landing Page
It’s a mistake many businesses make — directing ad traffic to their homepage. Why is this a problem?
Let’s say you run a flooring company and you’ve launched a Google Ads campaign promoting Engineered Wood Flooring. When someone clicks your ad, they expect to find exactly what they were searching for. If you send them to your homepage, they’ll have to sift through unrelated content or navigate around to find the product they want. It’s confusing, frustrating, and a lost opportunity. Most users won’t stick around.
Now imagine instead that the visitor clicks the ad and lands on a dedicated page about Engineered Flooring — complete with product details, images, benefits, testimonials, and a clear “Get a Quote” or “Book a Free Consultation” button. That’s a smooth, satisfying experience — and one much more likely to convert.
What to Include on an Effective Landing Page
To maximise impact and conversions, your Landing Page should:
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Have a clear headline that matches the ad or email that brought the user there
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Offer relevant, benefit-driven content about your product or service
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Include a single, clear call to action (CTA) — and repeat it where appropriate
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Be visually clean and distraction-free – remove links, navigation bars, or unrelated offers
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Use trust signals such as testimonials, reviews, client logos, or guarantees
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Be mobile-optimised – many users will be visiting from their phones
Final Thoughts
A well-designed Landing Page isn’t just a nice-to-have — it’s a critical tool for turning interest into action. If you’re investing in online advertising or email marketing, make sure your campaigns are supported by focused, goal-oriented Landing Pages that speak directly to what your audience is looking for.
It’s not about more clicks — it’s about more conversions.