Landing page
The first page a visitor sees when arriving at a website, whether from a search engine, advertisement, email link, or other source.
A landing page is the entry point to your website for a particular visit. In analytics, landing pages show you which pages attract visitors from external sources. This is distinct from marketing landing pages, which are specifically designed pages for campaigns.
Understanding your top landing pages reveals how people discover your site. Your homepage might be the most common entry point, but blog posts, product pages, or documentation can also attract significant traffic directly from search engines.
Landing page performance affects your entire funnel. If visitors arrive on pages with high bounce rates, they may never see your best content. Analyzing landing pages helps identify opportunities to improve first impressions and guide visitors deeper into your site.
To optimize landing pages, ensure they match visitor expectations from search results or ads, load quickly, have clear navigation, and include relevant calls-to-action. Monitor which landing pages have the best continuation rates and learn from their design.
Frequently asked questions
What is the difference between a landing page and homepage?
A landing page is any page where visitors first arrive on your site. Your homepage is one possible landing page, but visitors can also land on blog posts, product pages, or any other page directly from search or links.
How do I find my top landing pages?
In your analytics tool, look for "Landing Pages" or "Entry Pages" reports. These show which pages most frequently serve as the first page of visitor sessions, ranked by number of entrances.
What makes a good landing page?
Good landing pages match visitor expectations from search or ads, load quickly, have clear value propositions, include relevant calls-to-action, and provide easy navigation to related content.