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A landing page is a standalone web page designed for a single conversion goal: signing up for a newsletter, downloading a white paper, booking an appointment... It generally removes standard navigation to focus the visitor's attention on a single call to action. It is a format widely used in performance marketing and advertising campaigns.
A landing page picks up where an ad, an email or a social post leaves off. The visitor arrives with a promise in mind, the page confirms it and offers the logical next step. A homepage introduces the whole company; a landing page deals with one offer, one audience and one action.
It also counts for paid campaigns. In Google Ads, landing page experience, defined as how relevant and useful your landing page is, is one of the three components of Quality Score, next to expected clickthrough rate and ad relevance (Google Ads Help, checked in October 2026).
At Mazette.co, we build landing pages in Webflow with components your marketing team can copy, paste and edit alone, without breaking anything. Our webdesign and Webflow expertise cover the build, and UTM parameters on every source tell you which campaign really converts.
According to Unbounce's 2024 Conversion Benchmark Report, the median landing page conversion rate across all industries is 6.6%. It is based on more than 41,000 landing pages built with Unbounce, 464 million unique visitors and 57 million conversions between July 2023 and July 2024. A median is a reference point, not a target: results vary with the industry, the offer and the traffic source, and a quote request form cannot be compared with a newsletter signup.
A landing page built for a paid campaign does not always need to be indexed, and that choice is made page by page. For SEO, the rule is to answer a query with content of its own. Google's spam policies target "doorway abuse": pages created to rank for specific, similar queries that lead users to an intermediate page less useful than the final destination, such as near-identical pages repeated for each city. A landing page is still a real page, with its own copy.
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Over 180 companies have already stepped out of the shadows with us.
A landing page is a standalone web page built for one goal: getting visitors to sign up, download or book. It usually drops the regular navigation so that nothing competes with a single call to action.
A landing page deals with one offer, one audience and one action, so it can be enough to support a single campaign. A website is what introduces the whole company, as a homepage does. The right choice depends on whether you promote one offer or present the company.
