Landing page
A landing page is a web page focused on a single goal — such as an enquiry, an application or a purchase — that visitors reach directly from an ad, a link or a search.
Unlike a normal sub-page, a landing page avoids distraction: one clear message, the key arguments, trust signals and an unambiguous call to action.
Landing pages are particularly suited to campaigns, job ads and individual offers, because their success can be measured directly and improved in a targeted way.
In the zieglmeier.jobs application portal, for example, every job ad is its own landing page — with a direct path to applying in nine short steps without a cover letter.
What to look out for
- Define a single goal — and leave out everything that distracts from it.
- Match the headline precisely to the ad or search through which visitors arrive.
- Show the key arguments, trust signals and answers to typical objections.
- Offer a clear call to action several times, especially at the end.
- Measure success and test variants.
Common mistakes
- Ads lead to the homepage instead of a matching landing page.
- The landing page contains the full navigation and ten links leading away from the goal.
- The page promises something different from the ad.
Frequently asked questions
Its focus on exactly one goal. A sub-page informs about a topic and links onward; a landing page leads to an action — enquiry, application or purchase.
Not necessarily for every single one, but for every offer or audience. The more closely ad and page match, the better the result usually is.