Write a landing page that converts
Give a marketing specialist your offer and get a landing page built to convert: a headline that says the one thing, a promise the visitor cares about, a little proof, and a single obvious button. One page, one job — resist saying everything, because a page that says everything sells nothing.
A landing page has one job, and it is not to impress you. It is to get one person to take one next step.
Step by step
- 1
Nail the headline
Say the one thing the visitor wants in plain words. If they read only this, they should get it.
- 2
Make one clear promise
Lead with the outcome for them, not a list of your features.
- 3
Add a bit of proof
A number, a quote, a logo — just enough to make the promise believable.
- 4
Point to one action
End on a single obvious button. Two competing buttons split attention and lose the click.
One page, one job
The temptation is to cram in every feature and reassurance. Resist it: every extra thing you add dilutes the one action you actually want. A focused page converts; a kitchen sink does not.
Key terms
- Headline.
- The one line that says what this is and why to care — everything hangs off it.
- Call to action.
- The single next step — one button, not a buffet of options.
FAQ
How long should a landing page be?
As long as it needs to make the case, and not a line longer. Cut anything that is not helping someone say yes.
One button or several?
One primary action. Extra buttons scatter attention — give people a single, obvious next step.