A page built around a single conversion goal — signing up, purchasing, booking a call. Unlike a general site page, every element on a landing page is focused on getting the visitor to take one specific action.
Example
A page built only for a webinar sign-up: one headline, three bullet points, a short form and no main navigation to distract.
Related resources
Glossary
Call to Action
A CTA is the prompt, usually a button, that tells a visitor exactly what to do next.
CRO (conversion rate optimization) is the process of improving your website so more of your existing visitors take action — buy, book a call, submit a form — without spending more on traffic. Most businesses focus entirely on getting more visitors and ignore what happens once people arrive. CRO fixes that gap. A 1-2% conversion rate improvement often outperforms a traffic increase, because it compounds on every visitor you're already paying to attract.
Start by auditing your messaging clarity, your calls-to-action, and your checkout or lead-capture flow — most non-converting sites have friction in one of these three areas. Use analytics to find where visitors actually drop off before assuming what's broken. Sometimes it's traffic quality, not the site itself. But if visitors are landing on the right pages and still not converting, the fix is almost always clarity and friction — not a full redesign.
