Landing page
A landing page is a web page built for one audience and one action, usually the destination of a campaign, ad, email or launch.
Area
Websites and conversion
What it means in practice
A homepage serves every visitor. A landing page serves one kind. It has one message, one main call to action and as few distractions as possible. Many landing pages drop the main navigation so visitors stay focused on the decision.
A typical B2B landing page opens with a headline that matches the ad or link the visitor clicked. A short explanation comes next, followed by proof, the main benefits and answers to likely objections, with the call to action repeated at natural points. The order should follow the questions the visitor has, in the order they have them.
Landing pages suit early-stage companies too. One page can explain a pre-launch product, collect waitlist sign-ups or book demos, and it’s quick to change while the message is still settling.
Why it matters for B2B and AI teams
B2B campaigns are often expensive per click, and sending paid traffic to a general homepage wastes much of it. A page that matches the visitor’s intent lets them find what they came for straight away.
Landing pages are also where teams learn fastest. A focused page with one action is easy to measure, and a new message can be tried there before it’s rolled out across the main site.
For AI products that serve several audiences or use cases, a page per audience can explain the product more clearly than one homepage trying to cover everything at once.
How we approach it
We design landing pages on their own or as part of a wider site. Design happens in Figma, and builds happen in Framer or Webflow. Website Design and Website Design + Build both have a landing page option, so a team can start with one focused page and grow from there.
For Augment MBA, we designed and built a more focused landing page for an alternative MBA.
FAQ
As long as it takes to answer the visitor’s main questions. Simple offers can be short. Complex or expensive products usually need more proof and more objection handling before a buyer is ready to act.
For paid campaigns, removing or reducing navigation usually keeps visitors focused. For pages that also act as entry points from search, light navigation is fine.
Yes, if the site is set up for it. Framer and Webflow both let a marketing team duplicate pages and edit sections without a developer.
Keep exploring
Related terms
Call to action (CTA)
A call to action (CTA) is the prompt that asks a visitor to take one specific next step, such as booking a call, starting a trial or requesting a demo.
Above the fold
Above the fold is the part of a page a visitor sees before scrolling, on whatever screen they’re using.
Conversion rate optimization (CRO)
Conversion rate optimization (CRO) is the work of increasing the share of visitors who take the action you want, such as booking a call, signing up or buying.
A/B testing
A/B testing compares two versions of a page, or one part of it, by splitting visitors between them and measuring which version gets more of the action you care about.
Social proof
Social proof is evidence that other people or companies use and trust a product, such as customer logos, testimonials, case studies, reviews and usage numbers.
Show us what you’re working on
Book a call and walk us through what’s changing. We’ll suggest the scope that fits, or tell you if you don’t need us yet.