A landing page is a web page built for one purpose and one action, such as requesting a quote, booking a call or buying a product. Visitors usually arrive from an ad, email or link, so the page matches the promise that brought them and removes distractions such as menus and unrelated links.
In short
It differs from a home page, which serves many visitors and goals. A good landing page states the offer in the first screen, gives the proof that matters, has one clear next step and loads quickly on a phone. Send each ad group to a page that matches the search or message.
A headline that repeats the offer, a short explanation, a few trust points such as reviews or accreditation you can prove, a short form or a tappable phone number, and a plain statement of what happens next. Test one change at a time.
A real person reads every message and replies.
