What a landing page has to do
A landing page has one job: take the person who just clicked and give them enough to act on, without offering them anywhere else to go. That is the difference between a landing page and a website. A website invites browsing; a landing page asks for a decision.
In practice that means the offer appears above the fold, the proof appears before the objections, the objections get answered in the FAQ, and the same call to action repeats wherever the reader is likely to be convinced.
- ✓One audience, one offer, one next step.
- ✓A headline that names the outcome rather than the product.
- ✓Proof close to the claim it supports.
- ✓A form or button that asks for the smallest useful commitment.
- ✓No navigation menu competing for the click.