If We Have a Website, Why Do We Need Landing Pages?
Your website is an essential component of your digital presence, but might not be pulling its weight when it comes to conversion. Find out how a landing page could help you better meet your goals.
By Jeff Ficker
Your website is your organization’s digital home. It supports a wide range of needs — from brand storytelling to search visibility and e-commerce. Visitors can land on your site through search, explore your offerings and take any number of actions. It’s built to serve many audiences, across many moments.
But that breadth is also its limitation.
Most websites aren’t designed to drive the single, focused conversion your digital marketing campaign requires. That’s the job of a landing page.
Landing pages are built for performance. As standalone pages — separate from the navigation and distractions of your main site — they serve as intentional destinations for paid media, email, search ads and other digital efforts. They align directly with the campaign’s call to action, reinforce the message that prompted the click and guide users toward a clear next step.
If you’re running a campaign that’s designed to generate leads, drive sign-ups or prompt a specific action, a landing page offers a more strategic, streamlined way to turn clicks into conversions.
Landing pages are driven by intent.
When someone visits your main website, their goals vary. They might be browsing, researching or just seeing what you offer. But digital campaigns — whether through paid search, email or social — are built around a specific action. The person who clicks your ad isn’t just browsing. They’re looking for something. That’s where a landing page makes the difference.
A well-executed landing page meets that user at the moment of intent — with content that matches the message they clicked and a streamlined path to act. It removes friction, and increases the likelihood of conversion by delivering exactly what was promised.
For luxury travelers who crave what’s new — the latest openings, undiscovered destinations and fresh design — our team created a New & Noteworthy campaign landing page for Marriott’s Luxury Group tailored to that sense of discovery. The page features standout debuts from brands like The Ritz-Carlton and W Hotels, each paired with immersive storytelling, evocative imagery and direct paths to explore and book. Whether a user is drawn to a private island retreat in the Red Sea or a reimagined Art Nouveau icon in Prague, the landing page delivers on the intent behind the click: to find something new, exceptional and ready to experience now.
Landing pages are focused on a goal.
Your marketing campaign has a clear objective — whether that’s booking a reservation, downloading a guide or scheduling an appointment. But if your ads or emails send users to your homepage, you risk distraction. With multiple navigation options, mixed messaging and competing priorities, the user’s path to conversion gets muddied — and your campaign performance suffers.
Landing pages eliminate that friction.
Unlike your main site, a landing page is designed with a single strategic goal in mind — one that aligns directly with your campaign. Every element on the page, from headline to CTA, is focused on driving that one action. This clarity not only boosts conversions, it also creates a more intuitive experience for users who arrive with purpose.
To increase online bookings for airport parking, we launched a focused landing page for Phoenix Sky Harbor International Airport to support its digital ad campaigns. Rather than sending users directly to the main site or a generic booking tool, this page provided streamlined information about parking options and funneled users toward a single, clear call to action: Book now. The result? A 28% conversion rate — significantly above the site average — along with 14,647 bookings and over $1.5 million in revenue. With stronger engagement, longer sessions and a bounce rate 65% lower than the rest of the site, the landing page proved the power of focus and intent-driven design.
Landing pages are nimble.
Unlike your main website, landing pages are designed to support specific campaigns — which means they can be launched quickly, updated easily and retired when the campaign ends. They’re streamlined by design, focused on performance over polish.
That doesn’t mean they’re simplistic. A strong landing page is built to guide users toward a single action, while also giving you valuable insight into what’s working. Tools like Google Analytics and A/B testing make it easy to track bounce rates, session duration, conversion paths and more, so you can continuously optimize content and layout for better results.
With the right setup, landing pages don’t just convert — they inform your entire digital strategy.
Ochsner Health — the largest healthcare provider in New Orleans — used targeted landing pages to support a range of content-driven lead generation campaigns across key service lines, from obstetrics to cardiology. Each page offered timely, relevant content designed to engage users based on their health interests, paired with strong calls to action. Integrated with Ochsner’s CRM, the landing pages allowed the marketing team to capture lead data, measure results and optimize campaign performance in real time. By aligning content with user intent and tying outcomes directly to business goals, Ochsner turned landing pages into a powerful engine for both engagement and conversion.
Your website is built to serve everyone. Landing pages are built to serve the moment. They focus your message, eliminate distractions and drive users toward the one action that matters most to your campaign. The difference shows up in the metrics — but more importantly, it shows up in outcomes.
If you’re serious about getting results from digital marketing, don’t just send users to your homepage. Send them somewhere that’s built to convert.
Launching a Digital Campaign Is Easier Than You May Think
We can help you create strategic, cost-effective landing pages that convert.
Jeff has nearly 20 years experience as a journalist and content marketing strategist. At Casual Astronaut, he oversees the agency’s team of editors and art directors, who collaborate with a network of writers, photographers and videographers to produce content with a journalistic approach. He has launched marketing programs for numerous global brands, including The Ritz-Carlton, CBS Television, UPS and the Frank Lloyd Wright Foundation.
A contributor to Travel + Leisure and Sunset, Jeff is a former adjunct faculty member at Arizona State University’s Walter Cronkite School of Journalism. Jeff lives in Phoenix but flees to Copenhagen every summer to escape the desert heat. Outside the office, he volunteers as a Court Appointed Special Advocate (CASA) in Arizona’s foster care system.