What is the function of a website's landing page?

The function of a website's landing page is primarily to direct visitors to take a specific action, such as signing up for a newsletter, making a purchase, or completing a contact form. A landing page is designed with a clear and focused objective, often aligning with marketing campaigns or promotions. The layout and content of a landing page are typically optimized to encourage visitors to engage with the desired action, minimizing distractions and guiding them toward conversion.

In contrast, a landing page does not serve as a general repository for the main content of the website, nor does it typically include legal information like privacy policies or terms of service, which are often found in footers or dedicated sections of a website. Additionally, while customer support and FAQ resources are crucial for user experience, they do not define the primary goal of a landing page, which is specifically tailored to drive action rather than provide ongoing support or answers to questions.