Landing Pages
A single page with exactly one job: move a specific visitor toward a specific action.
2.1.1Definition & Purpose
A landing page is a standalone page built around a single conversion goal — signing up, buying, booking a call, downloading something — with no navigation away from that goal. Unlike a full website, it deliberately narrows the visitor's options rather than offering a menu of destinations. It exists because generalist pages consistently convert worse than pages built around one message for one audience.
2.1.2Architecture Priorities
Almost always static (1.4) — content is identical for every visitor unless running server-side personalization for paid traffic segments. Speed is a first-class requirement: page-load delay has a direct, measurable relationship to conversion rate, more so than on almost any other product type.
2.1.3UX Priorities
- One primary call-to-action, repeated, never competing with a second equally weighted option.
- A hero section stating the value proposition before any scrolling is required.
- Minimal or absent global navigation — every exit point not aligned with the goal is a conversion leak.
2.1.4Common Mistakes
- Including full site navigation, giving visitors an easy way to leave before converting.
- Multiple competing calls-to-action diluting the one decision the page exists to drive.
- Burying the value proposition below the fold, forcing visitors to scroll to understand what's being offered.
2.1.5Best Practices
- Match page content precisely to the traffic source's expectation (ad copy, referral context) — mismatched messaging kills conversion regardless of page quality.
- Keep forms as short as the goal allows; every additional field measurably reduces completion.