What is a landing page?

  • One page, one offer, one call to action
  • Usually where an ad or an email sends people
  • Measured on conversion, not on visits

One page, one job, one action

A landing page is a single page built around one action - book a call, start a trial, request a quote - with everything that does not serve that action removed. It is not a homepage, and using a homepage as one is the most common reason advertising spend disappears.

Talk to us about a landing page

How a landing page differs from a homepage

They look similar and they are built for opposite jobs.

The four differences that matter

A homepage serves everybody

It has to work for a customer, a job applicant, a journalist and an existing client. That breadth is exactly what stops it converting one specific visitor.

A landing page serves one visitor

It assumes it knows why you arrived, because the ad or email that sent you said so, and it answers only that.

Navigation is usually removed

Every other link is a way to leave without acting. A homepage needs its navigation; a landing page is normally better without it.

It is judged on one number

Not visits, not time on page - the share of arrivals who do the thing. That makes it testable in a way a homepage never is.

What makes a landing page work

In rough order of how much difference each one makes.

Five things that move the number

The promise matches the ad

If the ad says "free migration" the page must say "free migration" in the first line. A mismatch here wastes more budget than any design decision.

One action, repeated

Pick the single thing you want and ask for it at the top, in the middle and at the end. Two competing actions reliably convert worse than one.

Proof near the ask

A review, a client name or a number, placed next to the button rather than in a carousel further down the page.

Ask for less

Every field on the form costs you submissions. Name and email will do; you can ask the rest after they are a lead rather than before.

It has to be fast

Paid traffic is mostly mobile and on a phone network. A page that takes four seconds has lost a chunk of the clicks you already paid for.

Landing pages: common questions

A landing page is a single web page built around one action - book a call, start a trial, download something, request a quote - with everything that does not serve that action stripped out, usually including the site navigation. It is typically where an advert, an email or a social post sends people, and it is measured on the share of arrivals who complete the action rather than on traffic.

A homepage has to serve everyone who might arrive - customers, applicants, suppliers, existing clients - so it offers many paths. A landing page assumes it already knows why you arrived, because the ad that sent you said so, and offers exactly one path. Sending paid traffic to a homepage is the most common reason advertising budget produces nothing.

Only if you are sending people somewhere specific - running ads, sending a campaign email, or promoting one offer. If your traffic is people searching for your company by name, your homepage is the right destination and a landing page adds nothing. The test is whether you can name the one action you want from the visitor.

Long enough to answer the objections that stop someone acting, and no longer. A low-commitment action like a newsletter signup needs very little. An expensive or slow decision - changing hosting provider, commissioning a website - needs proof, specifics and pricing, which usually means a longer page. Length is a consequence of the decision, not a rule.

Usually not. Every other link is an invitation to leave without doing the thing you paid to get them there for. The common exception is when the visitor needs reassurance the business is real, in which case a footer with contact details and legal pages does the job without offering a way out at the top.

At ElySpace a single page can be built yourself on our website builder from a few hundred rupees a month with hosting included, or built for you as part of a web design project. Our full breakdown of what a website costs covers both routes with the current prices.

Where to go next

Building one, hosting one, and what it costs.

Talk to us about a landing page