Imagine running a Facebook ad campaign. You spend €500 per month on ads. People click — but most of them land on your homepage, look around for a moment and... leave. Why? Because your homepage tries to say everything at once. A landing page has one goal: to convince a specific person to take a specific action. And it does this very well.
What is a landing page?
A landing page is a web page designed with one specific goal — getting the visitor to perform one specific action. You don't have it in your menu. Navigation from your homepage doesn't lead to it. You direct traffic to it from ads, emails or social media.
When do you need a landing page?
Ad campaign (Google Ads, Facebook Ads) — direct ad traffic to a dedicated landing page
New service or product launch
Seasonal promotion or limited time offer
Webinar or event registration
Lead magnet — free guide, checklist, course
Market validation — test demand before building a full product
Targeted service for a specific audience
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Antoni Saganowski
CEO & Programista WebPol
Developer and founder of WebPol. For years helping businesses build effective online presence — from design through code to marketing. Treats every website as his own business project.