Landing Page

What separates it from the rest of the site

One entry point, one offer, one call to action. The message on the page matches the advert or link that sent the visitor, so the promise made before the click is kept after it. Site navigation is often removed so there is nowhere to go except forward or back. Everything on the page is there to raise the conversion rate on arrivals, and that rate is the only number a landing page is usually measured by.

A homepage does the opposite job. It receives visitors from everywhere, has to represent the whole business, and sends people onward. The two are often confused because a homepage can be the destination of an advert, but a page that serves every purpose is not built for one.

A landing page read by an AI assistant

An assistant does not arrive from an advert. It fetches the page after a search and looks for a passage that answers the question it was asked, then lifts that passage and attributes it. A landing page written as a pitch above a form gives it little to take: the offer is there, the facts are not. The same page can serve both readers when it states plainly what the service is, where it is offered, what it costs and who is speaking, and when that identity matches the name, address and phone number on the rest of the site. The property an assistant is looking for is citability, and a landing page can have it without losing its one action.