Refract Group2026
Glossary
Landing page
A landing page is a web page built for visitors arriving from one source, such as an ad, an email or a campaign, and it asks them to take one action. It repeats the promise that brought them, explains the offer and puts the evidence beside it.
- Headline matching the adThe same words as the click before
- Offer and who it is forWhat they get, and what is out of scope
- Proof beside each claimA demo, a case study, a named customer
- One actionAnd what happens after the click
Landing page in detail
- Also called
- Campaign page, Lead page, Squeeze page
- Topic
- Website
- Updated
What it is
Google Ads defines a landing page as the page people reach after clicking an ad. The term has grown to cover any page built for a particular arrival: an ad, an email, a partner’s link or a search for one problem. It is written for one audience and asks for one thing, such as booking a call, starting a trial or downloading a report. The page has to cover what that decision depends on:
- What it is, and who it is for.
- The problem it addresses.
- What is included, and what is outside the scope.
- The evidence behind each claim.
- What the visitor commits to now.
- What happens after they take the next step.
Why it matters
Paid traffic is bought a click at a time, and every click sent to a general homepage has to find the offer again. Google rates landing page experience as one of the three parts of an ad’s Quality Score, alongside expected click-through rate and ad relevance, so a poor match shows up in the ad account as well as in the enquiries. A page built for one arrival also gives you something clean to measure: one source, one action, and a conversion rate you can compare when the page changes.
How we do it
A landing-page brief here starts with the audience and the decision. We match the first screen to the words of the ad, search result or referral that brought people, put each piece of evidence next to the claim it supports, follow the whole route on a phone, and check the form through validation, confirmation and follow-up. We judge the page on the quality of the enquiries as well as the completion rate.
Our own first-step page is built for one offer, for people who want to try working with us first: one week of work for $2,500, credited in full against work that starts within 60 days. The price and the credit are in its opening line, followed by what the week can be, how it runs and who it suits.
An example
Say a database company runs a search ad on “Postgres backups for Kubernetes”. The ad goes to the homepage, which opens on the whole platform, and most visitors leave. The landing page built for it repeats the phrase in the headline, lists the Postgres versions supported, shows a restore benchmark with its test conditions beside it, and asks for one thing: start a trial. A line under the button says what the trial needs from them.
Common mistakes
- Sending ad traffic to the homepage. The visitor clicked on one promise and now has to find it again among everything else the company does.
- Asking for more than the next step needs. Each form field should have a purpose, and a field that only helps sales sort leads later can cost the enquiry now.
- Judging it on conversion rate alone. A page can win more form fills from people who are a poor fit, so read the enquiries as well as counting them.
- Reviewing it only on a laptop. On a phone a sticky bar can cover the form, and the order of offer, proof and action has to work in a short visit.
Landing page vs homepage
A landing page is built for visitors from one source and asks them for one action, while a homepage greets everyone who arrives and routes each of them to the part of the site they need.
| Landing page | Homepage | |
|---|---|---|
| Built for | Visitors from one campaign or search | Every visitor, whatever brought them |
| Asks for | One action | A choice of where to go next |
| Navigation | Cut to what helps the decision | The full site menu |
| Measured by | Conversion rate for that source | Where visitors go next |
Questions
What people ask about landing page.
A landing page is made for people arriving from one place, such as an ad or an email, and asks them to take one action. A homepage serves everyone, including people who typed the company’s name, so it explains what the company does and sends each kind of visitor to the right section of the site.
You need one for every distinct promise. Ads that make the same offer to the same audience can share a landing page. When the offer, the audience or the wording of the problem changes, give it a page whose first screen repeats that wording, so visitors can see at once that they are in the right place.
Yes, if it is written to. A landing page built for paid traffic is often thin on detail, and some teams keep it out of search on purpose. A landing page meant to be found for one problem ranks the way any page does: by answering that search well and being easy for Google to crawl and index.
Where this shows up in our work
Related terms
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