Last updated July 21, 2026 · 1 min read
Definition
'Landing page' is the umbrella term for wherever traffic goes first. A squeeze page is a landing page built purely for opt-ins; a sales page is a landing page built purely for a purchase — the specific type depends on the single goal it's built around.
Why it matters to marketers
Sending traffic-exchange or safelist clicks to a generic homepage instead of a purpose-built landing page is one of the most common reasons a campaign underperforms — multiple links and navigation options dilute the one action you actually want. Match the landing page type to the traffic's warmth: cold exchange traffic usually needs a simpler, single-CTA landing page than warmer list traffic does.