---
title: "What Is a Landing Page? Definition and Example"
description: "A landing page is the page a visitor reaches from an ad or email, built for one offer and one action. What makes a good one, with a roofing ads example."
url: https://kihanmarketing.com/glossary/landing-page/
published: 2026-10-16
updated: 2026-10-16
author: "Atisam Elahi"
---

# Landing Page

A page built for one offer and one action

A landing page is the page a visitor arrives on from an ad, an email or a search result, built around one offer and one action. In paid advertising it usually means a page made for a campaign, with the ad's promise repeated in the headline and a form or call button near the top, often without the full menu that would lead elsewhere.

By [Atisam Elahi](https://kihanmarketing.com/atisam/), SEO Strategist

## What makes a good landing page?

It keeps the promise the ad made, in the first screen. Someone who clicked an ad for roof replacement should land on a page about roof replacement, in their area, with a way to ask for a quote they can see without scrolling. Everything else on the page should answer the questions that stop them asking.

- **One message.** The headline repeats what the ad said, in the same words.
- **One action.** A call button or a short form, repeated down the page, and nothing that competes with it.
- **Proof near the action.** Reviews, licensing, local work and a real phone number close to the form.
- **Fast on a phone.** Many visitors arrive on a phone, so the page has to load and work there first.

## Why does a landing page matter for a roofer's ads?

Because sending ad clicks to a home page makes the visitor do the work. A homeowner who searched for storm damage repair and lands on a home page full of gutters, siding and company history has to hunt for the one thing they came for, and many leave.

For example, a roofer runs one Google Ads campaign for roof replacement and one for storm repair, and sends both to the home page. Building one page for each, with its own headline, a short form, photos of local jobs and reviews that mention that kind of work, matches each ad to a page that finishes the job the ad started.

## Related terms

- **Conversion rate.** The [share of visitors who act](https://kihanmarketing.com/glossary/conversion-rate/), the number a landing page is judged on.
- **Retargeting.** [Ads shown to people who already visited](https://kihanmarketing.com/glossary/retargeting/), often sent back to the same landing page.
- **Cost per lead.** [Spend divided by leads](https://kihanmarketing.com/glossary/cost-per-lead/), which a better landing page brings down.
- **Search intent.** [What the searcher wants](https://kihanmarketing.com/glossary/search-intent/), which the page has to match.

We build campaign landing pages as part of our [paid advertising](https://kihanmarketing.com/services/paid-ads/) work and our [roofing website design](https://kihanmarketing.com/roofing-marketing/roofing-website-design/).

## Keep reading

- [Google Ads and Paid Social](https://kihanmarketing.com/services/paid-ads/): Campaigns on Google and Meta, judged on what a qualified lead costs.
- [Roofing Website Design](https://kihanmarketing.com/roofing-marketing/roofing-website-design/): Project galleries and licensing proof for homeowners on a phone, on a site that grew past 250 pages.
- [Conversion Rate](https://kihanmarketing.com/glossary/conversion-rate/): The share of visitors who call, book or send a form.