You pay for an ad, someone clicks — and lands on your homepage with an 8-item menu, a slider and a Welcome. Five seconds later they are gone. That is why landing pages exist.
What a landing page is
One page with ONE goal: the visitor does ONE thing — leaves a contact, books, buys. No menu, no side links, no exits. Just: offer, proof, button.
When you need one
- A campaign for a specific service or product (the ad and the page say the same thing)
- A time-limited promotion
- Collecting sign-ups: an event, a webinar, a quote request
- Testing a new service before investing in a full site
Anatomy of a landing page that converts
- A headline that promises a benefit (not your company name)
- 3–5 reasons why you, plus a photo or video of the result
- Client testimonials with a name and photo
- One button, repeated 2–3 times, with a verb: Book a free assessment
- A form with at most 3 fields
Relation to the main site
A landing page does NOT replace the site — the site builds long-term trust, the landing converts campaign traffic. The best businesses have both.