Glossary
Landing page
A landing page is a page built for one audience arriving for one reason, with one action available.
The important half is the last part. A homepage offers a menu; a landing page offers a recommendation. Sending campaign traffic to a homepage means paying for the click and then asking the visitor to find their own way.
Why it matters to you
If you are paying for traffic, the page it lands on decides whether that money turns into anything. Most small businesses do not need many, and the ones running ads need at least one.
An example
An ad about emergency boiler repair that lands on a general homepage loses a share of clicks immediately. The same ad landing on a page whose headline repeats the search keeps them.
Where this comes up: website design & development .