What Are Landing Pages?

A Landing Page is a standalone web page designed with a single, focused objective—usually to drive conversions. It’s often used in paid campaigns, lead generation, and SEO to prompt actions like filling out a form or calling your business.

Understanding Landing Pages

A Landing Page is a dedicated page where users "land" after clicking a link from an ad, email, or search result. Unlike typical website pages, landing pages remove distractions like navigation bars to focus entirely on one call-to-action (CTA), such as booking a quote or downloading a seasonal landscaping guide.

For example, if you're running Google Ads for your lawn care services, the ad should send users to a lawn care-specific landing page—not your homepage. This ensures that the message and offer match the user's intent, increasing the likelihood of conversion.

Landing pages can be created for:

  • Seasonal promotions (e.g. spring cleanup services)
  • Location-based offers (e.g. “Lawn Aeration in Toronto”)
  • Lead magnets (e.g. free landscaping design guide)

Why It's Important

Landing pages are essential tools in conversion rate optimization (CRO). Because they're focused on a single goal, they tend to have higher click-through rates (CTR) and better cost per lead (CPL) in PPC campaigns compared to general site pages.

For landscapers, landing pages let you create targeted experiences for specific audiences. For example, someone searching for hardscaping in Ottawa should land on a page that features that service, testimonials from Ottawa clients, and a Call To Action to book a quote in that area. When paired with a strong Location Page and compelling project examples, landing pages help maximize the value of both paid and organic traffic.

Example

Let’s say you’re running a Facebook ad promoting a spring cleanup discount. The ad links to a landing page titled:
“Spring Cleanup – Save 20% This Month in Calgary”

The page has no menu distractions, only:

  • A quick service overview
  • Before-and-after images
  • A CTA: “Book Your Discounted Cleanup Today”

That targeted setup makes it easier for users to take action—and for your business to generate qualified leads.

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