Funnel, leads and sales

What is a landing page

Also known as: LP, lead capture page

Rodrigo Fávaro Founder of ROO3

Published October 1, 2026

Short answer

A landing page is the page a person reaches after clicking an ad, email or link, built to lead to a single action: request a quote, sign up, buy. Unlike a website's home page, it removes distractions and focuses everything on that one offer.

Hypothetical example

A dental clinic advertised implants by sending people to its home page, with a menu, a blog and ten specialties. The consultation request rate was 1.2%.

It built a landing page just for implants: a headline with the ad's promise, before-and-after photos with patient consent, a starting price, payment options, FAQs and a single booking button. With the same ad, the rate rose to 4%.

Landing page vs website page

A website page serves many visitors with many goals: it has a menu, links to other sections and several offers. A landing page serves one visitor with one goal: they clicked on a promise and want to see that promise delivered, without searching.

That is why a good practice is to have a landing page for each important offer or campaign, with the message aligned to the ad that leads there.

A structure that tends to work

A headline that repeats the ad's promise, so the visitor knows in one second they are in the right place.
Benefit before feature: what changes for the customer, then how it works.
Proof: testimonials, numbers, customers served, guarantees.
Answers to objections: price, timeline, risk, what support looks like.
A single call to action, repeated through the page, with no competing paths.
Fast loading, especially on mobile, where most ad traffic lands.

What Google Ads assesses on your landing page

In Google Ads, landing page experience is a measure of how relevant and useful the page is likely to be to people who click the ad, according to Google Ads Help. Highly rated pages are usually well organized and have text related to what the person searched for.

Each keyword gets a status: above average, average or below average. Below average signals that the page may be hurting conversions and raising ad costs, because landing page experience is one of the components of Quality Score.

Common mistakes

Sending the ad to the website's home page.
Promising one thing in the ad and showing another on the page.
A long form asking for data that is only useful later.
Several buttons leading to different places.
A beautiful but slow page: every extra second of loading is people giving up before they see the offer.

Frequently asked questions

What is a landing page?

A page built for a single action, such as requesting a quote or buying, usually the page a person reaches after clicking an ad.

What is the difference between a landing page and a website?

A website has many pages, a menu and several goals. A landing page has one offer and one goal, without distractions, and is usually tied to a specific campaign.

Is a squeeze page the same as a landing page?

A squeeze or lead capture page is a type of landing page whose goal is to get the visitor's contact details, usually in exchange for a resource or an assessment.

Should a landing page have a menu?

Usually not. A menu opens paths away from the offer. When there is one, it tends to be minimal and point to sections of the same page.

Does the landing page affect ad cost?

In Google Ads, yes. Landing page experience is part of Quality Score, which influences ad position and cost.

Related terms

Sources

Rodrigo Fávaro

Founder of ROO3, a marketing and technology agency in São José do Rio Preto, Brazil. Builds AI products running in production (Tobia, gerar.app, Pense Mercado) and maintains the AI Benchmark, a public ranking of AI models.

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