Landing Page / Development Terms Landing Page A landing page is a standalone web page designed with a single, focused objective in mind. It is where users “land” after clicking on a digital ad, email link, social media post or search result. Unlike a homepage or general content page, a landing page removes distractions and guides visitors toward a specific action, such as signing up, making a donation, downloading a resource or requesting a demo. Landing pages are built to convert. They often include a clear headline, persuasive copy, visuals, social proof, and a prominent call-to-action (CTA) button. Best practices include aligning the message with the source of the traffic, keeping the design simple and mobile-friendly, and using A/B testing to improve performance. There are two main types of landing pages: lead generation pages, which capture contact information through a form, and click-through pages, which lead users to another step such as a checkout or signup process. In digital marketing, effective landing pages can significantly improve campaign results by increasing conversion rates and lowering acquisition costs. For nonprofits, landing pages can highlight a specific campaign or urgent appeal, helping convert interest into action. For B2B and SaaS companies, landing pages support lead capture, nurture flows and product education. Platforms such as Unbounce, Instapage, HubSpot and WordPress make it easy to build and test landing pages without development support.