# What is Landing page?

> A landing page is a web page built around one specific service or offer, designed for visitors arriving from a search or advert to take a single action.

- Source: https://nerdsharks.com/glossary/landing-page
- Publisher: Nerdsharks (Exeter, Devon, UK)
- Updated: 2026-09-26

Also called: service page, lander, squeeze page.

Strictly speaking, any page someone arrives on first is a landing page. In marketing, the term usually means a page built for one purpose: for example, ‘Boiler servicing in Exeter’, focused entirely on getting that visitor to book.

Good landing pages match what the visitor searched or clicked. Someone who clicked an advert for emergency drain unblocking should land on a page about exactly that, not a homepage listing twenty services.

They tend to be focused: a clear headline, why you, proof such as reviews and accreditations, prices or what to expect, and an obvious way to get in touch.

## Why it matters for a small business

Sending paid ad clicks to your homepage wastes money, because people have to hunt for what they came for. A matching landing page for each main service usually turns more of the same visitors into enquiries, whether they came from ads or from Google.

**Example:** A locksmith runs Google Ads for ‘locked out Plymouth’. The ad leads to a page headed ‘Locked out in Plymouth? We can usually be with you within the hour’ with a big Call button.