Landing page
A standalone page designed for a specific campaign or conversion goal, often the destination for paid ads or email campaigns.
What makes landing pages different
Landing pages focus on single conversion goals with minimal distractions. No extensive navigation, no sidebar links, no footer overload. Every element serves the conversion: headline, proof, benefit statements, and one clear call to action.
General website pages balance multiple objectives—navigation, branding, information architecture. Landing pages sacrifice everything for conversion. This focus dramatically improves conversion rates versus sending traffic to homepages or service pages.
Essential landing page elements
Message match: The landing page must align with what brought visitors there. If your ad promises "5-day website launch", the landing page leads with that promise. Misalignment creates confusion and bounces.
Clear value proposition: What do visitors get? Why does it matter? Who is it for? Answer these immediately in the hero section. Vague promises or generic marketing speak kills conversions.
Proof elements: Case studies, testimonials, client logos, specific results, or guarantees build trust. Claims without evidence don't convert sceptical visitors.
Single, obvious CTA: One action, clearly stated, visually prominent. "Book your sprint" or "Download the guide". Not "Learn more" or multiple competing options.
Common landing page mistakes
Navigation clutter gives visitors escape routes. Long forms create friction—ask only what's essential. Burying the CTA below the fold on mobile loses mobile conversions. Generic stock imagery fills space without building trust.
Slow load times haemorrhage conversions before visitors see your message. Every additional second reduces conversion rates by double digits. Fast, focused landing pages convert better.
Launch Sprint landing pages
Fernside's Launch Sprint delivers conversion-optimised landing pages in five days. We handle strategy, copy refinement, design, development, and deployment—everything needed to start capturing leads or sales immediately.
Built with Astro and hosted on Cloudflare Pages, Sprint landing pages load instantly and convert consistently without ongoing maintenance overhead.
Related terms
Why it matters
Understanding “Landing page” helps you speak the same language as our design and development team. If you need help applying it to your project, book a Fernside call.