Websites and leads
Landing Page
A landing page is a page built for one audience arriving from one source with one purpose, usually an advertisement or campaign. It differs from a homepage in scope: a homepage serves everyone and offers many paths, while a landing page continues one specific message and offers one step.
The reason to build one is message match. Someone who clicks an ad about selling a condo in a named building expects the next screen to be about that, and a homepage showing a general introduction breaks the continuity that the ad established.
Landing pages usually remove the main navigation on purpose. Every additional link is a way to leave before acting, and a visitor who arrived for one reason does not need a tour.
They also make measurement honest, because traffic and conversions attach to one page with one source, rather than being mixed into homepage totals.
A landing page built for a specific campaign is usually not meant to rank in ordinary search results. It exists to serve the traffic sent to it from one ad or one link, so its success is measured in conversion rate from that source, not in organic position for a keyword.
Why it matters
Sending paid traffic to a homepage wastes the click by making the visitor search for what the advertisement promised.
Related terms
Related reading
Last reviewed 2026-09-04. All Saige glossary terms.