Glossary
What is a landing page?
A landing page is the page a visitor arrives on from a link, ad, search or directory listing, built to get them to take one action: sign up, start a trial, join a waitlist or buy. For early startups it's often the homepage. It should say what the product does and for whom.
Sections that work
- Headline: the value proposition in a few words.
- Subheadline: who it's for and how it works.
- Call to action: one primary button.
- Visual: the product doing the job.
- Proof: customers, numbers, quotes, badges.
- How it works: three steps.
- Pricing or a pointer to it.
- FAQ answering objections.
Launch and directory traffic
Visitors from a directory or launch platform have just read a one-line description and clicked. If the landing page doesn't confirm what they expected within seconds, they leave. Match the headline to how you described the product in listings, and make the first step free and quick. Our article on why launch traffic doesn't convert digs into this.
Common mistakes
A clever headline that doesn't say what the product is, three competing buttons, no product visuals, and a sign-up form asking for too much.
Example
A founder changes her headline from "Work, reimagined" to "Turn Slack threads into weekly reports" and adds a 20-second product clip. Sign-ups from directory traffic double.
FAQ
Is a landing page different from a homepage?
A homepage serves everyone; a landing page focuses on one audience and action. Early on they're often the same.
How long should a landing page be?
As long as it takes to answer the main objections; short for simple products.
Should directory links go to a special landing page?
The homepage is usually fine if it's clear; add UTM tags to measure.