What Is A Landing Page

Contents
 1 A Landing Page Has Only One Goal
 2 A Landing Page Has A Unique Value Proposition
 3 A Landing Page Can Pass 5-seconds Test
 4 A Landing Page isn’t Your Homepage
o 4.1 Different Purposes
o 4.2 Different Navigation
 5 Conclusion

A Landing Page Has Only One Goal

‘A good landing page strategy attracts right customers to the exact right offers. <…> Always use
the rule of one – one message, one offer, one call-to-action per page’ – these words from Wes
McDowell, web-strategist from ‘The Deep End’ pretty much sum up what a landing page is
about.

A Landing page has one sole purpose – to convince your visitors to do the next single action
(e.g. buy a product or leave an email address).

Here is a great landing page example from ‘The Deep End’ free video-course.

A Landing Page Has A Unique Value Proposition

‘I give free guides that I’ve spent $30,000 creating’, – says Neil Patel, one of the leading
marketing experts. ‘And my stuff converts better than most people. If you are just scratching the
surface, and not solving your visitors’ deep problems, they much less likely to buy from you’.

You don’t have to go so much beyond as Neil does (though he is a real SEO-guru), but stick to
this idea – an offer on your landing page has to resonate with people and bring unique value
to them.

Check his recommendations for creating High-Converting landing pages below:

How to Make A Beautiful Landing Page That Converts

A Landing Page Can Pass 5-seconds Test
Go outside of your office. Open your Landing Page. Show it to random people outside of your
company for 5 seconds (check it with a timer!). Ask them to explain what is your product about.

Was it successful? If not, you’ve failed 5-seconds test and your landing page need to undergo
some serious changes.

The 5-seconds test is an experiment that is based on the fact that people have a very short
attention span. It means that you have not more than 5 seconds to transmit to your visitors 3
key points: what is your product about, how it will make their lives better and what do they need
to get into it.

To run the test you can use the experiment above or be more tech-savvy and make it
via UsabilityHub.

A Landing Page isn’t Your Homepage

Yet many businesses confuse them. The statistic says that only 48% of marketers use landing
pages, while the rest have just homepages. But there is a huge difference between these two:

Different Purposes
A homepage presents your company. You use it to build your brand, provide info about all of
the services.

A Landing page presents your offer. You use it to achieve one goal – generate leads or sales.

Different Navigation
A homepage has lots of different sections – mission, team, pricing, etc. It has to push your
visitor to dive in and explore more.

A Landing page has no navigation links and only one button – call-to-action. It has to convert
prospects into leads or sales.

Check an example of a homepage and landing page from UpViral.

On the homepage, they have a few different sections, general info about the company and
product, navigation links.
But the landing page for their Free Lead Generation Workshop is very simple. It has no
navigation links or social share buttons, and only one call-to-action.

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Landing pages have a principal difference from usual websites. They have one purpose and one
target audience, while traditional websites can serve multiple goals. This limitation is what
makes landing pages such a powerful marketer’s instrument.