What is the primary purpose of a landing page?

The primary purpose of a landing page is to capture visitor information or prompt a specific action. This is because landing pages are designed with a singular focus, often linked to marketing campaigns, where they guide visitors toward completing a goal, such as signing up for a newsletter, downloading a resource, or making a purchase.

By directing users to a specific call-to-action, landing pages enhance conversions, making them an essential component of online marketing strategies. Their structure often removes distractions by limiting navigation options and focusing on one clear message or offer, thus improving the chances of visitor engagement and action.

In contrast, options that imply showcasing a company's full product line or listing all services offered tend to dilute focus and can overwhelm visitors, potentially detracting from conversion efforts. Providing a net profit analysis is more analytical and does not align with the immediate, action-oriented goals of a landing page. Thus, the intent behind a landing page is quite clear: it is specifically designed to facilitate a prompt action or collect valuable visitor data.