What is the primary purpose of a landing page on a website?

The primary purpose of a landing page on a website is to be accessed via links from other sites, particularly as part of a marketing campaign. Landing pages are specifically designed to drive targeted traffic, usually from ads, email campaigns, or social media links. Their main goal is to engage visitors and convert them into leads or customers by presenting a clear and compelling call to action, such as signing up for a newsletter, making a purchase, or downloading a resource.

This focus on conversion is what distinguishes landing pages from standard web pages, which might include a variety of information or resources but not necessarily have a single, defined goal aimed at immediate user action. Thus, a landing page serves as a focused entry point for visitors who are directed there for a specific purpose, often aligned with marketing strategies.