What is the main purpose of a landing page?

The main purpose of a landing page is to convert visitors by encouraging specific actions. Landing pages are designed with a focused goal, typically aimed at guiding visitors towards a particular action, such as signing up for a newsletter, downloading a resource, or making a purchase. They are often linked to specific marketing campaigns or advertisements and are crafted to minimize distractions, keeping the visitor's attention on the desired conversion goal.

Unlike general information pages or product catalogs, which might provide a wealth of information but lack a focused call to action, landing pages streamline the experience to prompt users to take immediate steps. The effectiveness of a landing page is measured by its conversion rate, which reflects how well it motivates visitors to complete the intended action, making it a critical tool in digital marketing strategies.