What is Landing page?

The landing page explained simply

Imagine a booth at a trade show. It has one product, one salesperson and one message. You know right away what is on offer and what you can do next.

A landing page is that booth on the internet. It is a single page with a single goal: getting you to take one action. That could be signing up for a workshop, booking a call, downloading a guide or buying a product.

Everything that does not serve this goal is removed. There is no menu, no links to other pages and no side topics. The visitor has two choices: act or leave.

This is often where people arrive when they click on an ad, a link in a bio or an email. They come for a specific promise. Your landing page must keep that promise right away.

A concrete example

Let’s imagine that Margaux is a physiotherapist. She is running a group workshop: “Back pain at your desk: 2 hours to understand it and move better”. The workshop costs $35 and has 12 places.

She could send visitors to the home page of her practice. But there they would find her treatments, her opening hours, her team… and no clear button for the workshop. So she creates a landing page, with 6 blocks in this order.

1. 1
   Promise

   “In 2 hours, understand your back pain and leave with 5 exercises to do at your desk.”

2. 2
   Problem

   “Does your back hurt by the end of the day, and you don't know which movements are good for you?”

3. 3
   Solution

   The workshop program: simple explanations, guided exercises, questions and answers.

4. 4
   Proof

   Her diplomas, photos of her practice and reviews from patients.

5. 5
   Offer

   $35, 12 places, date, location and length: everything is clear.

6. 6
   Action button

   “Save my spot”, repeated at the top and at the bottom of the page.

She shares the link on Instagram and in her waiting room. In two weeks, 400 people visit the page and 10 sign up.

Why it matters to you

• You turn more visitors into customers. With one message and one button, the visitor knows exactly what to do.
• You know what works. One page and one action make it simple to measure how many visitors take that step.
• You don’t waste your traffic. If you pay to bring people in, or spend hours posting content, you might as well send them to a page built to convert.

A landing page is also quick to create. You don’t need to rebuild your whole website to launch a new offer. One page is enough.

For Margaux, there is another advantage. She can reuse the same structure for her next workshop and change only the topic and the date.

How to create it (and measure it)

1. Choose ONE action. Sign up, book or buy. If you can’t decide between two, make two pages.
2. Write the promise first. Write one sentence that says what the person gains, in their own words. It is what they read when they arrive.
3. Follow the 6 blocks. Promise, problem, solution, proof, offer, button. Use one idea per block and short sentences.
4. Remove everything that distracts. That means the menu, links to social media and side topics. Keep only the legal links at the bottom.
5. Measure, then change one thing at a time. Calculate your conversion rate before and after each change.

Here is how to calculate the conversion rate: number of actions ÷ number of visitors × 100.

For Margaux: 10 sign-ups ÷ 400 visitors × 100 = 2.5%. She still has 2 of her 12 places left.

She notices that on a phone, the button only appears after scrolling through two screens. She moves it up, right under the promise, and changes nothing else. If the rate rises above 2.5% with the next visitors, she will know this change helped.

You don’t need to compare your rate with other people’s. What counts is that your page improves from one version to the next.

Common mistakes

• ❌ Sending your visitors to your home page. → ✅ Create a dedicated landing page for each important offer.
• ❌ Putting several offers on the same page. → ✅ One page, one action, one button.
• ❌ A vague promise, like “Welcome to our website”. → ✅ One sentence that says what the visitor gains.
• ❌ A form that asks for ten pieces of information. → ✅ Ask only for what the action needs.
• ❌ Changing the headline, the photos and the price at the same time. → ✅ Make one change at a time, so you know what worked.

With AI

Copy this prompt into your AI assistant:

I am creating a landing page for: [offer].
Price: $[price]. Places or stock: [number].
My ideal customer: [description].
Their main problem: [problem].
The proof I have: [reviews, diplomas, results, photos].
The action I want: [sign up / book / buy].

Write the page copy in 6 blocks:
1. Promise (one sentence, 15 words maximum), with 3 variations.
2. Problem (2 sentences).
3. Solution (3 short points).
4. Proof (how to present what I have, without inventing anything).
5. Offer (price, date, location, what is included).
6. Button text, with 3 variations.

AI writes a first draft in a few minutes. Listening to your customers to find the promise that really speaks to them is your job.