What is the main purpose of a landing page?

The main purpose of a landing page is to capture leads or drive specific actions from visitors. Unlike standard website pages that may provide a wide range of information about a brand or its products, a landing page is typically designed with a focused objective, often guiding visitors toward a specific action such as signing up for a newsletter, downloading a resource, or making a purchase.

This focused design helps to streamline the user experience, minimizing distractions and making it easier for visitors to understand what they are supposed to do next. Elements like clear calls to action, minimal navigation options, and persuasive content are usually incorporated to encourage users to complete the desired action.

Other options do have their own values in online marketing but do not capture the primary essence of what landing pages are intended to achieve. For instance, creating brand awareness might be a secondary benefit, but it is not the sole goal of a landing page, which is more action-oriented. Displaying an entire product range or entertaining visitors with multimedia content diverges from the primary function of converting visitors into leads or customers.