Landing Page
A single page with a clear purpose. It has one main goal, such as gathering leads, promoting an event, or selling a product. Everything else takes a back seat. It typically features simplified navigation, minimal distractions, and a clear call to action . Landing pages are often the destination pages for ads or campaigns.
A landing page has exactly one goal and eliminates everything that distracts from it. That's why it often lacks navigation. It's not a replacement for a service page, but rather the landing point for a specific campaign or target group.
The structure is remarkably consistent: promise, evidence, objection, call to action. Anyone arriving from an ad must find the same statement they clicked on within three seconds, otherwise they'll leave. And the number of calls to action is crucial: a page with a single, clear objective performs significantly better in practice than one with four equally compelling offers side by side.
Back to the glossary