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It tends to be easier to give advice based on concrete elements than abstractly. Other than that, I compiled a list of tips a while back that should help you get a better intuition of what you need beyond the mechanics (sure, you need a headline, but what makes it good?): http://yourlandingpagesucks.com/startup-landing-page-teardow... If I tried to boil it down to the basics, it's mostly about trying to put yourself…
Sounds like you are doing it right.
When I see a "landing page" collecting email addresses, I assume that there is no product, there is just someone doing some half-assed marketing. On the other hand, when a page shows an actual products, demos, and a way to create an account and start using the product, I'll take it seriously.
I spoke w/ a YC founder who distilled it down into 3 simple words: Pain, Claim, Proof - What pain are you solving for? - What's your solution to this pain? - What's the proof that your solution works?
- Claim
- Reason to believe
- Call to action
When and why did "home page" become "landing page"? (At least I think that the latter refers to what was meant by the former.)
Earlier quoted context omitted.
How does a landing page work if it doesn’t offer a next step? Maybe we’re not aligned on what a “call-to-action” is, but sort of tautologically a landing page should direct me to how I can try out / buy / learn more / etc. If it doesn’t do that, what’s the premise? I see a thing that looks interesting and then it’s my job to go on a hunt to figure out how to get it?
> How does a landing page work if it doesn’t offer a next step? Does the front page not have links to other pages on the site? If not, then whoever built it fucked up . I don't want to be "directed". I don't want anything that resembles a hard sell. As far as I'm concerned, a website's front page should be a menu, not a "call to action". > I see a thing that looks interesting and then it’s my job to go on a hunt to f…
It’s entirely opposite to the whole field of good user interface design?
It seems pretty uncontroversial that the goal of a user interface ought to be making it easier for the user to do what they want to do. If I load up a site for some product, there’s basically 3 possible outcomes of reading the page:
1. I don’t want the thing
2. I might want the thing, but I need more info
3. I want the thing
In the 1st case, the close tab button works great. In the 2nd and 3rd case, I want to either get more info or get the thing. So a site with a good user experience will provide an obvious indicator that says “click here to learn more” and “click here to get the thing”.
If I see a call-to-action or a subscription form I hit the back button faster than Doc Holliday could draw his Colt.
When and why did "home page" become "landing page"? (At least I think that the latter refers to what was meant by the former.)
In my mind, a "landing page" is an advertisement. A "home page" is a useful (to readers) page that is the place from which you access the rest of the site.
Earlier quoted context omitted.
> How does a landing page work if it doesn’t offer a next step? Does the front page not have links to other pages on the site? If not, then whoever built it fucked up . I don't want to be "directed". I don't want anything that resembles a hard sell. As far as I'm concerned, a website's front page should be a menu, not a "call to action". > I see a thing that looks interesting and then it’s my job to go on a hunt to f…
> Exactly, and what's wrong with that? It’s entirely opposite to the whole field of good user interface design? It seems pretty uncontroversial that the goal of a user interface ought to be making it easier for the user to do what they want to do. If I load up a site for some product, there’s basically 3 possible outcomes of reading the page: 1. I don’t want the thing 2. I might want the thing, but I need more info 3…
Such pages tend not to be useful to people who have not already decided to buy, because the "learn more" links usually don't really inform you about the product, but instead lead you to another sales pitch.
When and why did "home page" become "landing page"? (At least I think that the latter refers to what was meant by the former.)
Home pages are more diffuse and serve a different purpose—linking to multiple products, blogs, about us pages, customer support, and so on. If you only have one product, like an app, or it's a microsite dedicated to a single product, your home page might be a landing page, but it doesn't have to be and usually isn't for bigger companies.