What is a landing page?

A landing page is a web page built for one purpose, usually to get a visitor to take a single action such as signing up, joining a waitlist or starting a trial.

For a startup it's often the home page: a headline that says what the product does, a screenshot, proof, pricing and one call to action.

Separate landing pages are also made for campaigns, audiences or search terms, each speaking to one kind of visitor.

Why it matters for a launch

Every launch, directory listing and post sends people to a landing page. If it doesn't explain the product in seconds, the traffic is wasted.

Call to actionA call to action (CTA) is the button, link or line that tells a visitor what to do next, such as "Start free trial" or "Join the waitlist".
Conversion rateConversion rate is the share of visitors who complete a goal, such as signing up or buying, out of everyone who could have. 30 signups from 1,000 visitors is a 3% conversion rate.
Value propositionA value proposition is a clear statement of the benefit a product gives a specific customer and why it's better than the alternatives.
Social proofSocial proof is evidence that other people use and trust a product: testimonials, user counts, customer logos, reviews, ratings and badges from launch sites.

Why it matters for a launch

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