A landing page is a standalone page built for one offer and nothing else. It is not your homepage, and it is not a random inside page. There is no menu, no side links, no way to wander off.
In plain English
Your homepage is a lobby with hallways leading everywhere. A landing page is a single room with one door in and one door out, built for the one visitor who came for the one thing you promised in the ad.
What makes it work
Match the ad that sent them
The headline on the page should echo the promise that got the click.
Cut every link that is not the offer
No navigation, no footer full of exits.
Ask for one clear action
One button, one decision, no competing choices.
Worth remembering
HubSpot tested it: stripping navigation from landing pages lifted conversions up to 28%.
The only change was removing the menu bar. Fewer ways to leave meant more people stayed and finished what they came to do.
What to do about it
If your ads or offers all land on your homepage, you are losing conversions to a menu bar. Get a free website audit and I will show you what a dedicated landing page could do instead.
