A landing page is the specific web page a user reaches after clicking an ad, an email link, or any other traffic source. An effective landing page has one clear goal (CTA), is relevant to the ad that drove the traffic, loads fast, and is optimized for conversions.
Instead of sending Google Ads traffic to your homepage, you create a specific landing page for 'accounting services London' with a relevant headline, benefits, testimonials, and a simple form. Conversion rate jumps from 2% to 8%.