A landing page is not a more beautiful homepage. It is a page that asks one thing.
A landing page is a web page that is created for one specific visitor with one specific question, and that works towards one action: a request, a registration or a purchase. Everything that distracts from that is consciously missing. Visitors usually arrive via an advertisement, a search result or a mailing.
IN COMMON LANGUAGE
Why one goal makes the difference
A homepage must serve everyone: the customer you are looking for, the applicant, the supplier. As a result, he doesn't do anything particularly well. A landing page serves one visitor with one question, and can therefore answer precisely.
The practical gain is in what you leave out. No extensive menu that leads away, no six different buttons. Every choice you give the visitor is an opportunity to do something different than what you wanted.
That doesn't mean the page is bare. Anyone who is seriously considering it wants proof: what it costs, how long it takes, who did it before. Omission is for distraction, not for information.
WHY IT MATTERS
The structure that works
There is no magic order, but there is a pattern that consistently performs better: first recognition, then proof, then question.
The biggest mistake is putting the button at the bottom. Those who are already convinced should not have to scroll to let us know.
- Headline that repeats the search query — the visitor must see in one second that he is sitting correctly.
- The offer in one paragraph — what it is, for whom, and what it yields.
- Evidence — a case, a figure or a quote: no general promises.
- Price or price indication — the most asked question, and the most avoided.
- One clear action — repeated several times, not several different ones.
- Reply to objections — the questions that would otherwise come by email.
FREQUENTLY ASKED QUESTIONS
More about a landing page
How many landing pages do I need?
One per actual query, not one per keyword. Two pages that answer the same will compete with each other in Google and weaken each other. Better to have one strong page that fully covers a subject than five thin variants.
Should the menu go?
Not necessarily, but it could be quieter. On a page where visitors come from an advertisement, a stripped-down navigation is usually better. If they come to an informative page via Google, they want to be able to look further.
How do I know if it works?
By measuring how many visitors take the desired action, and comparing that with the rest of your site. Without that number, every statement about a landing page is an opinion.
CONTINUE READING
Of course, continue reading about this subject.
A page that requests results?
Tell who you want to reach and with what offer. We outline the structure and what it costs.