In brief: A landing page is a page someone enters from a campaign, search or link and that supports a clearly defined objective.
How I use a Landing page in practice
I build the page around continuity: who is arriving, what the previous message promised and what they need to know before deciding. I explain value, suitability, the process, evidence, conditions and one main step. I remove only navigation that distracts from the task; I do not hide information the person needs. After launch I monitor not only the form, but the quality and further development of the contact.
What to watch out for
A landing page is not automatically short or without a menu. Its length is determined by the complexity of the decision. Copying one template for different audiences often creates dozens of similar URLs without their own value.
Questions for a decision
- Which promise does the page continue?
- What must the person understand before taking the step?
- Which evidence reduces the main concern?
- How will we recognise the quality of the resulting conversion?