Landing page
Conversion and UX
Conversion and UX
A landing page is where a visitor arrives from an ad, email or search result, focused on one question and one action.
The promise in the ad or search result must reappear literally in the heading. Someone clicking 'shopify migration' who lands on a generic homepage is gone within seconds.
The minimum it needs: the answer to the question, why you, proof (cases, reviews, honest numbers), a price indication or clarity on next steps, and one action.
Related terms
- Call to actionA call to action is the button or line that moves a visitor to the next step: request a quote, call, add to cart, book a call.
- ConversionA conversion is an action you defined as valuable: an enquiry, purchase, download or phone call. The conversion rate is the share of visitors who take it.
- Quality scoreQuality score is Google's 1–10 estimate of how relevant your keyword, ad and landing page are. A higher score lowers your cost per click.
- Search intentSearch intent is what someone actually wants from a query: to learn something, compare options, navigate somewhere or buy.