A landing page is a specific sub-page within a website that a user arrives at after, for example, clicking on an advert or performing an action indicating that they are thinking about making a purchase. The purpose of landing pages is to present sales content that is tailored to the user’s needs and maximises conversion.
A landing page that meets this criterion should be appropriately designed, with elements such as a pleasing layout, encouraging content, appropriate functionality and, finally: a call to action, or Call To Action. The creation of such a document often requires the work of a whole team: a copywriter, an SEO specialist, a PPC specialist or even a web developer!
It is worth knowing that the quality of such a specially prepared sub-page is also important in determining the Quality Score of ads and keywords in the Google Ads tool.