A custom landing page is a web page specifically designed for a particular marketing or promotional campaign. Unlike a website's homepage, which serves as a general introduction to a business or organization, a landing page focuses on a specific goal or call to action. These goals could include getting visitors to sign up for a newsletter, make a purchase, download a resource, or fill out a form.

Here are some key elements and characteristics of a custom landing page:

1. Clear and Concise Message: The content on a landing page should be clear, concise, and directly related to the campaign's objective. Visitors should quickly understand what the page is about and what action is expected from them.
2. Compelling Headline and Subheadline: A strong headline and subheadline are crucial for grabbing the visitor's attention. They should convey the unique value proposition or the main benefit of the offer.
3. Engaging Visuals: The use of relevant and high-quality images or videos can enhance the visual appeal of the landing page and help communicate the message effectively.
4. Call-to-Action (CTA): A prominent and persuasive call-to-action button is essential. It should stand out and clearly indicate what action the visitor needs to take. Common CTAs include "Sign Up Now," "Get Started," or "Buy Now."
5. Minimal Navigation: Unlike a typical website, a landing page often has minimal navigation options. The goal is to keep the visitor focused on the main call-to-action without distractions.
6. Responsive Design: The landing page should be designed to be responsive, ensuring that it looks and functions well on various devices, including desktops, tablets, and mobile phones.
7. Form or Data Capture: If the goal is to collect information from visitors (such as email addresses), a well-designed form may be included. However, it's important to keep the form fields minimal to reduce friction.
8. Social Proof: Testimonials, reviews, or other forms of social proof can build trust and credibility, encouraging visitors to take the desired action.
9. A/B Testing: Marketers often use A/B testing on landing pages to experiment with different elements (such as headlines, images, or CTA buttons) to identify what resonates best with their audience.
10. Analytics and Tracking: Integration with analytics tools allows marketers to track the performance of the landing page, including conversion rates and visitor behavior.

Creating a custom landing page involves a thoughtful combination of design, copywriting, and user experience optimization to maximize the chances of converting visitors into customers or leads.