Glossary
Landing Page
A landing page is a webpage designed around a single, specific goal (often one service, one location, or one marketing campaign) rather than serving as a general page in a site's main navigation. Its structure exists to move a particular type of visitor toward one action.
Why it matters
A general homepage has to serve every kind of visitor at once, which forces compromises. A landing page can be laser-focused: if someone searches "handyman website design Portsmouth", a page written specifically for that combination converts far better than a generic services page that mentions Portsmouth in passing.
This is also how paid advertising and specific SEO targets are usually handled well: sending traffic to a page that matches the exact intent behind the click, rather than a broad page the visitor has to interpret themselves.
Common mistakes
- Sending targeted traffic (ads, a specific search term) to a generic homepage instead of a matching landing page
- Cluttering a landing page with links and distractions that pull visitors away from the one goal it's built for
- Writing landing page copy so generic it could apply to any business, losing the specificity that made it worth building
- Building many near-identical landing pages by swapping a place name, a pattern search engines increasingly discount
Related terms
Landing Page FAQ
Is a landing page the same as a homepage?
No. A homepage introduces the whole business to every kind of visitor. A landing page is narrower, built around one specific service, location, or offer.
How many landing pages does a small business need?
As many as there are genuinely distinct, high-value combinations of service and audience worth targeting specifically. Quality and real differentiation matter far more than quantity.
Where this applies
See this term in practice on Kwise Web's own pages.
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