/ Glossary · Web Design
A landing page is a standalone web page designed for a specific marketing or conversion goal — typically with a single call to action and no distracting navigation.
Contents
Unlike standard website pages, landing pages are built around one objective. They remove distractions, focus messaging on a single audience segment, and guide visitors toward one action — whether that is filling in a form, downloading a resource, or starting a free trial.
Types of landing pages
Lead generation landing pages collect contact information in exchange for something of value. Click-through pages warm up visitors before sending them to a purchase or sign-up flow. Sales pages present a complete case for a paid offer and ask for a purchase directly.
What makes a landing page convert
High-converting landing pages share a few characteristics: a clear headline that matches the visitor's expectation, a compelling offer above the fold, social proof (testimonials, logos, metrics), and a prominent, friction-free call to action. Every element serves the conversion goal.
Landing pages and SEO
While many landing pages are used for paid traffic, SEO landing pages target specific organic search queries. A well-optimised landing page targeting a high-intent keyword like "Webdesign Hamburg" can generate consistent organic leads without ongoing ad spend.