The page a visitor first reaches after following a link, advert or search result.
A practical example
A campaign sends visitors to a service page that matches its promise and offers a relevant enquiry route.
What to watch for
Match the offer, audience and next step. A landing page can be an existing website page; it does not have to be an isolated microsite.
Related reading
Explore Call To Action (CTA) and Search Intent. See how this fits into Web design.