How to Create a Landing Page

Create a landing page around one audience, one promise, and one primary action.

Choose one action

Decide what the visitor should do next and make every major element support that action.

Match the traffic source

The headline and opening message should continue the expectation set by the ad, search result, email, or link that brought the visitor in.

Build the proof sequence

Use the minimum explanation, evidence, objections, and context the visitor needs to act confidently.

Reduce competing choices

Remove navigation or secondary actions when they distract from the campaign goal.