What is the main function of a landing page?

The primary function of a landing page is to convert visitors into leads. Landing pages are specifically designed with a focused goal in mind, usually to encourage visitors to take a particular action, such as filling out a form, signing up for a newsletter, or downloading a resource.

When a visitor arrives at a landing page, it typically features compelling content, persuasive calls-to-action, and minimal distractions, all aimed at guiding them toward that desired conversion. By emphasizing a single action, landing pages can significantly improve conversion rates compared to general web pages, which may have multiple purposes or navigation options that can lead to visitor distractions.

Other options, while important marketing strategies, do not encapsulate the main function of a landing page. For instance, promoting brand awareness or showcasing products and services can relate to broader website goals but are not the specific intent of a landing page. Similarly, while customer support is crucial for enhancing customer satisfaction and retention, it is not aligned with the primary purpose of a landing page, which is focused on maximizing lead generation.