Making the Call
Every quarter you put off the rebuild, the rebuild gets bigger
Refresh-instead-of-rebuild looks cheaper in the moment. The cost gets paid later, with interest.
Read More↗Landing page
A landing page is a focused page built around a single action, typically the page a visitor arrives on from an ad, email, or campaign. Everything on it serves one goal, which is why it converts better than a general page that's trying to do everything.
In practice
The difference from a homepage is focus. A homepage serves many audiences and many goals; a landing page serves one. It matches the message of whatever sent the visitor there, makes one argument, and asks for one thing. That alignment between the promise that got the click and the page that receives it is most of why landing pages work.
The single most common waste in B2B advertising is pointing paid traffic at the homepage. The visitor clicked an ad about a specific service and lands on a page about everything, then has to hunt for what they came for. A dedicated landing page removes the hunt: it continues the conversation the ad started and drives toward one call to action.
What lifts the conversion rate on these pages is subtraction as much as addition: message match at the top, the proof a buyer needs, and as little else competing for attention as possible. Many landing pages strip the site navigation entirely so the only meaningful path forward is the action you want.
A test you can run now: open the page your ads or emails point to and count the distinct things it asks the visitor to do. If it's more than one, each one is diluting the others, and a purpose-built landing page will almost certainly outperform it.
Common questions
How is a landing page different from a homepage?
A homepage introduces the whole company to many audiences; a landing page drives one audience toward one action. The homepage is a lobby, the landing page is a doorway to a single room.
What makes a landing page convert?
Message match with the ad or email that sent the visitor, a single clear action, the proof a buyer needs to trust you, and the removal of anything that competes for attention. Focus does the work.
Do I need a separate landing page for each campaign?
Usually yes. The closer the page matches the specific promise and audience of the campaign, the better it converts. One generic page shared across campaigns forces a compromise that costs you leads.
Should a landing page have site navigation?
Often it's removed or reduced. Every extra link is a way to leave without acting. Stripping the navigation keeps the visitor on the one path the page exists to serve.