What is the principal purpose of a landing page?

The principal purpose of a landing page is to convert visitors into leads or customers. This type of web page is designed with a specific focus and call-to-action, guiding visitors toward completing a desired action, such as filling out a form, signing up for a newsletter, or making a purchase. Unlike general web pages that might provide broad information about a brand or its offerings, landing pages are streamlined and optimized to drive conversions, often targeting specific marketing campaigns or promotions.

While informing visitors about a product and enhancing brand awareness are important activities in digital marketing, they are typically better suited for other types of content such as product pages or broader website sections. Additionally, landing pages are not primarily created to provide customer support; such functions are generally handled through dedicated support portals or contact pages. The focused design and purpose of landing pages make them a pivotal tool in driving measurable marketing results.