Landing Page
A standalone web page created specifically for a marketing or advertising campaign, designed with a single focused objective.
Unlike a homepage, which has many links and goals (About, Services, Blog), a Landing Page has only one goal: Conversion.
The “One Ratio” Rule
A landing page should have a “Attention Ratio” of 1:1. This means there is only one clickable action on the page (the form or button).
Anatomy of a High-Converting Landing Page
- Headline: Matches the ad copy exactly.
- Social Proof: Logos and testimonials.
- The Offer: Clear explanation of what they get.
- The Form: Short, simple, and visible Above the Fold.
- No Navigation: Remove the header menu to prevent leaks.
More on cro
Why Your Local Google Ads Cost $200+/Lead (And The Math to Halve It)
Stop blaming Google Ads for your high cost-per-lead. Learn why local google ads cost so much and how fixing your landing page cuts your lead cost by 50%.
The Math of Misery: Why Your $400 HVAC Lead is a Landing Page Problem
Stop blaming Google Ads for your $400 HVAC lead cost. Discover the brutal math behind HVAC lead generation and how your landing page is leaking truck rolls.
Related Concepts
Above the Fold
The portion of a webpage that is visible without scrolling.
Conversion Funnel
The set of steps a visitor takes on a website to become a customer, visualized as a funnel that gets narrower at each stage.
CTA (Call to Action)
An instruction to the audience designed to provoke an immediate response, usually using an imperative verb.