Glossary
What is a landing page?
A landing page is a web page designed around a single audience and a single action, such as booking a demo or downloading a report, usually built for visitors arriving from a specific campaign, ad or search.
Landing page vs home page
A home page serves everyone: customers, investors, job seekers, partners. It links everywhere. A landing page serves one kind of visitor with one goal, so it has less navigation, one main call to action, and copywriting that matches the ad, email or search that brought them.
In SEO, the term is also used loosely for any page that people land on from search, such as a service or industry page.
Why it matters for B2B websites
B2B companies sell to several audiences at once: different industries, company sizes and roles. One generic page cannot speak to a security lead at a bank and a founder at a startup. Landing pages let you match the message to the visitor without changing the main site.
They also make campaigns measurable. When a page has one job, it is easy to see whether it is doing it.
What a B2B landing page needs
- A headline that matches the campaign promise
- What you offer, for whom, in the first screen
- Proof from similar customers
- Answers to the main objections
- One primary action, repeated at natural points
- A short form or booking calendar
- Fast loading on phones
Example
A LinkedIn ad targets heads of marketing at fintech companies with “a website your compliance team will approve”. It leads to a page with that headline, two fintech case studies, a section on how review rounds work, and a calendar to book a call, not to the general home page.
How we handle it
We build landing pages from the same design system as the main site, so new ones are quick to make and stay consistent. A single landing page can also be a project of its own; see startup website design and our pricing.
Last updated 15 November 2026
