In the world of digital marketing and online business growth, few assets are as crucial — or as often misunderstood — as the landing page. When someone asks, what are landing pages on a website, they’re really asking about one of the most strategic tools used to generate leads, close sales, and drive targeted action. Unlike general web pages designed for browsing, landing pages are built with a singular purpose: conversion.
At Best Website Builder Group, we design and build hundreds of landing pages every year for high-growth companies, local service businesses, and e-commerce brands. In every case, the landing page plays a pivotal role in a website’s success.
Understanding Landing Pages Within a Website
A landing page is a dedicated page on a website built around a specific goal. While typical web pages like “About,” “Services,” or “Blog” serve broad navigational or informational purposes, a landing page is focused and streamlined. It is created to receive traffic from a source like an ad, email, or social media post, and its only job is to get the visitor to take one specific action.
That action might be:
- Submitting a contact form
- Downloading a lead magnet
- Scheduling a consultation
- Purchasing a product
- Joining a waitlist or event
Landing pages are most often standalone pages or funnel-style pages, but they may also exist within a broader website structure when tied to specific campaigns.
The Role of Landing Pages in a Website Ecosystem
So, what are landing pages on a website from a strategic standpoint? They are conversion-focused entry points that capture intent-based traffic. Think of them as goalposts — while your homepage may attract broad traffic, landing pages isolate particular audiences and funnel them toward action.
These pages often exist outside the main navigation because their purpose isn’t to invite browsing. Instead, they remove distractions, limit navigation options, and focus all attention on a call-to-action.
For example, an HVAC company might have a general homepage, but run Google Ads to a landing page targeting homeowners searching for “emergency furnace repair.” That page will focus only on that service, display trust indicators, and encourage a fast contact or phone call — not an exploration of all services offered.
Types of Landing Pages You’ll Find on a Website
To understand how landing pages operate within a website, it helps to know the different types you might encounter:
Lead Generation Pages
These are designed to collect user information — usually a name, email address, and possibly phone number — in exchange for something of value, such as a free quote, consultation, checklist, or eBook. These are ideal for service-based businesses and B2B brands.
Click-Through Pages
Click-through landing pages serve as intermediary steps in a sales funnel. They warm up visitors by offering key information and testimonials, leading them to another page — often a checkout page or application form.
Product-Specific Pages
Common in e-commerce, these landing pages are tailored around a single product or offer. They bypass distractions and streamline the buyer journey by showcasing the product’s benefits, reviews, FAQs, and a clear call-to-action to buy.
Local SEO Landing Pages
For multi-location businesses, service area pages are a form of landing page that helps rank for specific geographic search terms. These pages are optimized for keywords like “roofing contractor in Tampa” and offer local trust signals, service descriptions, and contact options.
Event or Webinar Registration Pages
These focus solely on getting users to register for a virtual or live event. They often include date/time details, speaker bios, and reasons to attend, with minimal external links.
We implement all of these forms at Best Website Builder Group depending on the client’s industry, funnel needs, and marketing strategy.
How Landing Pages Fit Into a Website’s Architecture
While landing pages often function as standalone destinations, they’re still part of your website’s broader architecture — both in structure and strategy.
For instance:
- A well-built website may have dozens of landing pages, each tailored for different offers, keywords, or audiences.
- These landing pages may or may not be indexed for SEO, depending on their function.
- Some landing pages are meant for paid traffic only and are hidden from site navigation.
- Others, like blog post-based landers or SEO service pages, are fully integrated into the site’s sitemap and internal linking structure.
Landing pages are not an “extra” — they are an essential component of how a modern website works to convert and monetize traffic.
Benefits of Using Landing Pages on a Website
Creating dedicated landing pages can significantly improve your marketing performance. Here’s why:
- Higher Conversion Rates: Focused messaging and fewer distractions lead to better performance than generalized pages.
- Message Matching: Ad copy, email subject lines, and CTA buttons align with the landing page headline, reinforcing user intent.
- Scalable Testing: You can A/B test versions of a landing page without changing your core site.
- Improved Analytics: With one goal per page, you get clearer metrics on what’s working.
We’ve seen clients double or triple conversion rates by shifting from homepage traffic to purpose-built landing pages.
SEO Considerations for Landing Pages
SEO-focused landing pages are structured differently than paid-ad-focused pages. When building SEO landing pages:
- Use unique, keyword-rich content
- Include proper headings (H1, H2, etc.)
- Optimize URL slugs
- Use image alt text and proper metadata
We often use these SEO landing pages for service area targeting, lead generation campaigns, or even blog content that supports larger funnels.
For high-volume landing page systems, we also use automation to deploy hundreds of variations across cities, niches, or product types.
Common Mistakes Businesses Make with Landing Pages
If your landing pages aren’t converting, it could be due to one or more of the following:
- Poor alignment with traffic sources
- Too many CTAs or conflicting messages
- Slow mobile performance
- Missing trust factors (e.g., reviews, guarantees)
- No analytics or tracking tags installed
Many businesses spend heavily on ads, only to lose ROI due to low-performing landing pages. At Best Website Builder Group, we help clients identify and fix these issues through data-driven analysis and UX design best practices.
Why Landing Pages Should Be Part of Your Growth Strategy
Landing pages allow you to speak directly to a user’s intent. Instead of treating every visitor the same, you tailor the experience to match what they’re looking for. That’s the secret to modern digital growth — personalization, relevance, and frictionless pathways to action.
For example:
- A roofing company running seasonal promotions
- A coach offering a 30-minute discovery call
- An online store launching a new product line
Each one benefits from a unique landing page tailored to that message and audience.
At Best Website Builder Group, we create high-performance landing pages designed to help clients convert traffic, close leads, and build repeatable systems for scalable revenue.
Conclusion
So, what are landing pages on a website? They are high-precision tools that drive action. Whether you’re launching a campaign, optimizing SEO, or refining user flows, landing pages sit at the core of a successful digital strategy. Built correctly, they elevate every aspect of your marketing — turning attention into conversions and traffic into tangible results.
If you’re not using landing pages effectively, you’re leaving opportunity on the table. At Best Website Builder Group, we specialize in building them the right way — with performance, speed, and clarity in mind.
