---
title: "What is a landing page?"
description: "A landing page is a focused target page designed to guide visitors toward one specific action."
canonical: "https://www.bajorat-media.com/en/faq/what-is-a-landing-page/"
locale: "en"
collection: "faq"
lastModified: "2026-05-15T00:00:00.000Z"
image: "https://www.bajorat-media.com/assets/img/faq/was-ist-eine-landingpage-titelbild.webp"
---

# What is a landing page?

A landing page is a focused target page designed to guide visitors toward one specific action.

## What is a landing page?

A landing page is a focused target page where visitors arrive after clicking a search result, ad, email or campaign link. It is built around one clear goal, such as an inquiry, download, booking, purchase or sign-up.

A landing page is a focused target page where visitors arrive after clicking a search result, ad, email or campaign link. It is built around one clear goal, such as an inquiry, download, booking, purchase or sign-up.

Unlike a general content page, a landing page is usually more decision-oriented. Navigation, copy, layout, form and call to action are planned to match a specific search intent or campaign message.

## What makes a good landing page?

A good landing page quickly explains what the offer is, who it is for and what the next step looks like. Typical elements include:

- a clear headline with a value proposition
- an opening section that matches search intent or campaign context
- benefits and objections addressed in plain language
- proof such as references, numbers, testimonials or examples
- a form or clear button
- trust signals around privacy, process and contact
- a short FAQ for common questions before conversion

A landing page does not have to be extremely short. It should be focused. Every section should help the visitor make a decision.

## Landing pages and conversion

Landing pages are often used for [online marketing](/en/services/online-marketing/), Google Ads, SEO campaigns or lead generation. The ad, keyword and page must match. If an ad promises a specific solution but the page remains generic, relevance drops.

Performance is measured through [conversion tracking](/en/faq/what-is-conversion-tracking/) and qualitative review. Useful signals include CTA clicks, form starts, completed inquiries, scroll depth and sales feedback. For existing pages, [conversion rate optimization](/en/faq/what-is-conversion-rate-optimization-cro/) can reveal friction.

## When does a landing page make sense?

A landing page is useful when an offer, campaign or target group is specific enough. For general information, a regular service or guide page can be better. For focused inquiries, downloads, local campaigns or explainable services, a dedicated landing page is often more effective.

In [web design and concept](/en/services/webdesign-and-conception/), a landing page should therefore be planned strategically: audience, traffic source, message, form, tracking and follow-up process need to fit together.