Definition

A landing page is a single web page built for one purpose, where a visitor arrives from a specific link or ad. It has one message and one action, with little else to click.

Unlike a homepage, which has to serve everyone, a landing page is written for the people who came from one place. The headline matches what they clicked. The form or button asks for exactly one thing. Most navigation is removed so the visitor is not pulled away. A landing page is not a product page or a blog post, even though both can have signup forms.

A B2B example: a company runs a LinkedIn post about remote onboarding mistakes. The link goes to a page with the same headline, a short description of the related guide, and one email field. Nothing about pricing, features or careers.

Why it matters for B2B email

B2B traffic is expensive to earn, whether it comes from ads, content or a LinkedIn post that worked. Sending it to a general homepage wastes most of it. A landing page keeps the promise the visitor clicked on and gives them one clear way to join your list, which is where the rest of the email relationship begins.

Related terms

Signup page A signup page is a landing page whose only job is to get someone onto your email list.
Lead magnet A lead magnet is something useful you give away in exchange for an email address.
Call to action A call to action is the specific thing an email asks the reader to do next: book a call, download a guide, reply with an answer, register for an event.
LinkedIn-to-email LinkedIn-to-email is the practice of turning attention on LinkedIn into email subscribers.

Part of the B2B email marketing glossary. Last updated 2026-10-08.