What is a landing page?
A landing page is a focused single page with exactly one goal: inquiry, purchase, sign-up or download. No distracting navigation, no ten subpages — only one clear path to conversion.
Typical use: you run Google Ads for a specific service. Instead of sending traffic to your general website, you send it to a landing page that exactly matches that search — and achieve significantly higher conversion rates.
Structure of a good landing page
Top: a clear headline that delivers the promise in one sentence. Below: a hero image or video that visually supports the promise. Immediately visible: a primary call-to-action ('Book a call', 'Send inquiry').
Below: benefits in three to five points. Social proof (logos, testimonials, numbers). Common objections answered as FAQs. And at the bottom again: the same call-to-action. No distractions, no footer links to unrelated topics.
The biggest mistakes
First: wanting too much. A landing page chasing five different conversion goals converts well for none of them.
Second: forms that are too long. Every extra field reduces conversion rate. Ask only for what you really need.
Third: missing tracking. Without clean conversion tracking you don't know what works. A/B tests are impossible without data.
When do I need a landing page?
When you run paid campaigns (Google Ads, Meta Ads). When you promote a specific action or service. When you offer a lead magnet (whitepaper, webinar). Or when you want to target a new audience specifically.
For general brand presence, keep the corporate website — landing pages are complementary, not replacements.
Conclusion
Well-built landing pages achieve conversion rates of 5% to 30% — versus 1% to 3% on classical websites. If you run ads or want to generate inquiries with focus, landing pages are essential.