What is a landing page?
TL;DR
A landing page is a standalone web page built around a single goal: get the visitor to take one specific action (sign up, buy, book). Unlike a homepage, it has minimal navigation and removes everything that doesn't drive the action.
Detailed answer
- 1.Single purpose: one offer, one CTA, no navigation distractions.
- 2.Best for: ad campaigns, lead magnets, product launches.
- 3.Average conversion: 5-10% (vs. 2-3% for a homepage).
- 4.Key elements: headline, subhead, social proof, benefits, CTA.
- 5.Common tools: Unbounce, Instapage, ConvertKit, Carrd, Webflow.
Common mistakes
- 1. Adding navigation and links that distract from the CTA.
- 2. Writing about your company instead of the customer's problem.
- 3. Skipping social proof (reviews, logos, testimonials).
What to do instead
Strip away everything that doesn't support the single CTA. Every element should either build trust, explain value, or drive action.
Add real social proof above the fold. Customer photos, video testimonials, and review counts lift conversion 20-40% on most landing pages.
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