Landing page

A single page focused on a specific offer and a clear action, such as completing a form or starting a WhatsApp conversation.

What it means in practice

A landing page differs from a complete company website: it usually has a single offer, audience and call to action, without a traditional website’s menus and distractions. It is mainly used to receive traffic from campaigns (Meta Ads, Google Ads, email) and convert that traffic into leads or sales while measuring that specific page’s conversion rate.

An everyday example

An accounting firm wants to sell business registration services for MEIs, Brazil’s individual microentrepreneurs. Instead of sending an ad to a homepage discussing ten services, it creates a page solely about MEI registration: what is included, the price, how long it takes and a WhatsApp contact button. People clicking the ad find exactly what was promised.

Signs this already matters to your company

• Ads lead to the website’s homepage
• The company has a time-limited offer or campaign
• Visitors have to search the menu to find what the ad promised
• You cannot measure how many inquiries each campaign generated

Frequently asked questions about landing pages

Does a landing page replace a website?

No. A website presents the whole company and is found by people searching for its name or services. A landing page serves a specific offer, usually tied to a campaign. Both can coexist.

How long does building a landing page take?

Less time than a complete website because it is one page and one offer. Defining the offer and copy takes the most time; once decided, building is quick.

Does a landing page need its own domain?

It does not need a separate domain. Most often it lives at an address on the company’s existing website, maintaining the brand and benefiting from the domain’s trust.