One headline. One offer. One button. Nothing else.
A good landing page removes everything that is not the conversion. No navigation. No competing CTAs. No tangents. The headline states the offer. The copy explains the benefit, not the feature. Social proof proves the claim. One button closes the loop. Landing pages are used in paid campaigns where every click has a cost. You cannot afford distraction. Conversion rate is the only metric that matters. A landing page that loads in under 1.5 seconds and makes the offer unmissable will outperform a beautifully designed page that makes the visitor think.