Websites · Glossary
What is a landing page?
A landing page is a standalone web page built around a single action, such as joining a waitlist, booking a call or buying one product. Visitors usually arrive from an ad, an email or a social post, and everything on the page, from the headline to the proof, exists to move them toward that one action.
The word landing describes where a visitor lands after clicking a campaign link. What makes it a landing page rather than just a page is its single goal.
Nuwan Madhusanka · Co-founder
3 min read · Published
What it includes
A headline that says what the visitor gets, a short line on who it is for, one primary button, a few benefits, proof such as reviews or numbers, the details needed to decide, often an FAQ, and the action again at the end. Navigation is minimal or absent, because every link elsewhere is a way off the page.
How it differs from a home page
A home page serves everyone: new visitors, returning customers, job seekers, suppliers. It routes them. A landing page serves one visitor arriving with one intent from one source, and it stops routing. That is why a campaign sent to a home page usually converts worse than the same campaign sent to its own landing page.
When to use one
For any campaign where you pay for or work for the traffic: an ad, an email to your list, a flyer with a QR code, a launch post. Matching the page to the promise in the ad or email, same words, same offer, is the single biggest factor in whether visitors stay.
Common mistakes
Several competing buttons, a headline about the company instead of the visitor, proof that is vague such as trusted by many, a form asking for more than the offer needs, and no way to measure results. Ask only for what you need to follow up, and count visits against sign-ups weekly.
Where it shows up in OneCraft
Landing page is one of the ten kinds in the generator, and it builds one long page around a single action. Three templates show the shape: an app launch, a coaching programme and an online course. A sticky call to action layout keeps one button on phone screens, and sign-ups land in the site messages inbox.
Questions people ask
Is a landing page the same as a website?
No. A landing page is one page with one goal, often temporary and tied to a campaign. A website is a set of pages serving many visitors and questions over a long time. Many businesses run a website plus a landing page for each campaign.
How long should a landing page be?
As long as the decision needs. A free download or waitlist can be a headline, three benefits and a form. A paid course or a high priced service needs proof, details, pricing and an FAQ to answer objections before someone commits.
Should a landing page have a menu?
Usually not, or a very short one. Every menu link gives visitors a way to leave before acting. Keep a privacy link in the footer, and answer extra questions in an FAQ on the page rather than sending people elsewhere.
What is a good landing page conversion rate?
It varies widely by offer, price and traffic source, so compare your page with itself over time rather than with a published average. A free offer sent to warm subscribers converts far better than a paid offer shown to cold ad traffic.
Do landing pages help SEO?
Campaign landing pages are mainly for paid or direct traffic, and some are deliberately hidden from search. A landing page can still rank if it targets a specific search with useful content, but most rank poorly because they are short and focused on one action.
Make one with websites
The button opens the generator with this use case already described. Change the wording to match your own.
Create a website with OneCraftRelated questions
- Landing page vs websiteLanding page vs website: one page with one goal versus a set of pages for many visitors. A table of differences and how to decide what to build first.
- What is a call to action on a website?What is a call to action on a website? The button or link that asks visitors to take the next step, such as book, call or buy. Placement, wording and examples.
- What is a hero section?What is a hero section? The large opening block of a web page with the main heading, a supporting line, a button and an image. Layouts, copy and mistakes.
Written and checked by the OneCraft team. Last checked .