Landing page

Landing page – a page displayed to the recipient after clicking on an advertisement, which can be in the form of, for example, Google Ads sponsored links, a banner ad, or a newsletter. An effective landing page must be focused on a single goal – filling out a form, downloading a file or purchasing a product, etc. It should have a clear message and include a specific phrase prompting the recipient to perform a specific action, e.g., “buy now”, “download an eBook”. The page should be rich in simple, concise content based on the language of benefits, and should not contain distracting elements – so graphics should be eye-catching, but also simple. Landing page causes the attention of the audience to be focused on a specific issue, encourages them to perform specific actions that the site owner is interested in, and provides a higher conversion rate for implemented advertising actions.