A landing page has one goal: opt in, register, buy or apply. Everything on it supports that one action. Navigation menus and extra links are removed because each one is an exit.
Every landing page still needs a hook, a story and an offer, even if the story is only three lines.
Do it step by step
- Decide the single action the page asks for.
- Remove the menu and any link that leads away.
- Put the headline, the promise and the button above the fold.
- Repeat the button after each section of proof.