Landing pages are succinct, single-page sites that service one specific purpose. The most common example is to collect email addresses, such as signing up to a newsletter, but they can be tailored to other needs, such as downloading an app or directing visitors to a second website.
A good landing page should focus all the visitor’s attention on a single CTA, such as an email signup, which is normally displayed in a clear and attention-grabbing location. An effective strategy is to also provide lead-in text that either explains the value of the CTA or addresses some user apprehensions (e.g., “we won’t share your email”)