What is the purpose of a landing page?

The purpose of a landing page is to incite a customer to take a specific action. Landing pages are typically designed with a single goal or purpose in mind, which is often tied to a marketing campaign or a specific offer. This could involve prompting a visitor to sign up for a newsletter, download a resource, register for a webinar, or make a purchase. The effectiveness of a landing page is measured by its conversion rate—the percentage of visitors who complete the desired action. By focusing on a single call to action and minimizing distractions, landing pages maximize the chances of converting visitors into leads or customers, making them a critical component of digital marketing strategies.

In contrast, offering general information about the organization or showcasing company history does not focus on encouraging specific actions from visitors. Providing a link to social media profiles serves to enhance engagement but falls outside the primary purpose of promoting an immediate action.