Landing pages baffle and confuse us. There are a dozens of components that could be used on them: testimonials, trust symbols, long-form copy, video, Johnson boxes, risk reversal, and more.
One of the biggest problems is that we believe that they are Web pages first and foremost. This implies that they have our company logo, our Web site navigation, footer links, and that they are designed like our corporate Web site. This creates the wrong context for our landing pages that make them complex, confusing and ineffective.
If you’re new to the term, a landing page is a page with singular focus. It serves traffic from a single source generally and asks for one action to be completed: complete a form, buy a product, etc.
What if we started with the call to action and grew a page from there? Which components would we add and why?