Landing Page
A landing page is a focused web page designed to convert visitors from an email into a specific action.
A landing page is a standalone web page built for one action. Visitors usually arrive from an email or ad link, and the page asks them to do one thing: fill in a form, download a resource, register for an event, or buy.
Unlike a normal site page, a landing page limits navigation and keeps one call to action in view. Its headline should match the email that sent the visitor, so the click and the page make the same promise.
Types of landing pages for email campaigns
Lead capture pages trade a resource for contact details. Click-through pages explain an offer before a purchase or signup step. Registration pages collect attendees for webinars and events. Each type still has one message, one form, and one call to action.
Common mistakes
The email promises one thing and the page leads with another. The page offers too many exit paths, such as a full navigation bar or several competing buttons. The page loads slowly or breaks on a phone. Each of these wastes a click you already paid for or earned.