Glossary

Landing page

Definition

A landing page is a single web page built around one offer and one action — usually a request, a call or a purchase — often used as the destination of an ad campaign.

Example

An English school runs ads for a summer course; each ad leads to one page with the programme, the price, answers to questions and a sign-up form.

Common mistakes

Putting several offers on one landing page, so the visitor does not know what to do.
Sending ad traffic to the home page instead of a page that matches the ad.
Hiding the price and the contact button at the very bottom.

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