Lesson objectives
- Explain the difference between a landing page and a homepage
- Identify distractions on an existing page
One page, one goal
A homepage serves many visitors with many intentions, so it offers many paths: navigation, product links, blog, about. A landing page is built for one visitor intent and one action - opt in, register, book or buy.
Each extra link is another way to leave without acting. That's why focused landing pages usually remove the main navigation and keep secondary links to the footer.
- Ad or email click
- Focused landing pageOne promise, one action
- Single call to action
When a homepage is still the right destination
Brand searches and people who already know you often want to explore. Send them to the homepage. Send campaign traffic - ads, specific emails, partner promotions - to a dedicated landing page.
Action steps
- Pick one campaign that currently sends traffic to your homepage
- List every link a visitor could click instead of converting
Checklist
- My landing page has one goal
- Main navigation is removed or minimised
- Every link supports the goal