Generally designed for marketing or ad campaigns, a landing page is a separate page for an existing website, with an intended purpose to be a space visitors are directed to, or “land” on after clicking a link from an email or through ads seen on social media and elsewhere on the web.

Landing pages are made with the intent of carrying out a Call to Action (CTA), as such it’s important that there are minimal distractions for the user that could lead them away from the CTA. A landing page is often put in place rather than directing a user to the website’s homepage for this very reason.

The CTA will usually either take the shape of a data collection form or it may ask the user to carry out a specific action on the page, for example downloading a freebie or claiming a limited-time promotion. When users are asked to fill out a data collection form, there is typically an incentive given for completing the form, such as discounts on your services, or in some cases retail gift vouchers.