Lead Generation

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

  1. Headline: Matches the ad copy exactly.
  2. Social Proof: Logos and testimonials.
  3. The Offer: Clear explanation of what they get.
  4. The Form: Short, simple, and visible Above the Fold.
  5. No Navigation: Remove the header menu to prevent leaks.

Related Concepts

CRO

Above the Fold

The portion of a webpage that is visible without scrolling.

Strategy

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.

CRO

CTA (Call to Action)

An instruction to the audience designed to provoke an immediate response, usually using an imperative verb.

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