Landing Page.

The difference from a normal website lies in focus. A homepage has to serve many visitor groups and leads in every direction: services, team, case studies, contact. A landing page has one audience, one offer and one action. Everything that does not contribute to that goes — often including the main navigation. That makes the page more effective for exactly this purpose, but unsuitable as a general entry point.

A good landing page answers visitors' questions in the order in which they arise: am I in the right place? (A headline that picks up the promise of the ad or link.) What do I get? (Benefits, concrete and verifiable.) Can I trust this? (Case studies, real photos, clear information about process and price.) What do I have to do? (One clear call to action and a short form.) And what if I still have questions? (FAQ, phone number, WhatsApp.)

There are two kinds of landing page. Campaign landing pages are made for paid ads and are often excluded from indexing so they do not compete with regular pages. SEO landing pages are permanent pages for a search term, such as a service in a particular location, and must offer independent, helpful content — otherwise they count as doorway pages, which Google demotes. Pages that differ only by a swapped place name fall squarely into that category.

A landing page is measured by its conversion rate: how many visitors complete the desired action? That requires clean tracking, enough visitors for meaningful numbers, and patience. Anyone who changes the layout after twenty visits is optimising for chance. With small budgets it pays more to sharpen the offer and headline than to test button colours.