A landing page is a mini website with a singular objective.

That objective is to focus on ONE product or service as clearly and quickly as possible while directing visitors’ attention along the way to a tailored call-to-action.

A landing page is a single web page designed with a specific goal in mind, typically to encourage visitors to take a particular action, such as signing up for a newsletter, making a purchase, downloading a resource, or requesting more information. Landing pages are an essential element of digital marketing and are often used in conjunction with online advertising campaigns, email marketing, and other promotional efforts.

1. Clear and Compelling Headline: The headline should immediately convey the value proposition and purpose of the page.
2. Concise and Relevant Content: The content on the page should be focused, concise, and directly related to the offer or action you want the visitor to take.
3. Engaging Visuals: High-quality images, videos, and other visuals can help capture the visitor's attention and convey information more effectively.
4. Call to Action (CTA): A clear and prominent CTA button or link is essential. It should clearly state what action you want the visitor to take, such as "Sign Up Now" or "Buy Now."
5. Form or Contact Information: If you're collecting information, like email addresses, through the landing page, a well-designed form is important. Keep it as brief as possible while capturing the necessary information.
6. Social Proof: Including testimonials, reviews, or trust indicators can build credibility and trust with visitors.
7. Mobile Responsiveness: Ensure the landing page is optimized for mobile devices, as an increasing number of users access the internet through smartphones and tablets.
8. A/B Testing: It's common to perform A/B testing to optimize the landing page's elements and improve its conversion rates.

As for examples of effective landing pages, here are a few:

1. HubSpot's Free CRM Landing Page: HubSpot offers a free CRM, and its landing page is well-designed, with a clear headline, concise content, and a prominent CTA button.
2. Dropbox's Business Landing Page: Dropbox's business landing page effectively highlights its business solutions, using concise content, visuals, and a compelling CTA.
3. Shopify's Free Trial Landing Page: Shopify's landing page for its free trial is straightforward, with a clear CTA button and minimal distractions.
4. Airbnb's Host Signup Landing Page: Airbnb's landing page for hosts is visually appealing and encourages individuals to sign up by showcasing the potential earnings.
5. Unbounce's Landing Page Builder: Unbounce's own landing page showcases the power of its landing page builder tool with engaging visuals and a compelling CTA.

Remember that the effectiveness of a landing page can vary depending on the target audience, the offer, and the marketing strategy. The best landing page for your specific needs will depend on these factors, so it's important to continuously test and optimize to improve conversion rates.

For example, if a contractor is really trying to push asphalt roofing, instead of creating a landing page about roofing in general, we tailor both the copy and content towards that specific service.

We’ve found landing pages to be a superior marketing tool when compared to full-blow contractor websites since the latter can be long, clunky, and take users time to find the information relevant to them.

We refer to these potential leads as “bottom of the funnel” or being in the “decision” phase since they know what they need and are now looking for a company that’s the right fit.

That being said, the job of a landing page isn’t to go into painstaking detail about the product or service but rather to just confirm that the visitor is in the right place, that you are the expert, the main benefits/highlights about the product or service, and why they should choose you over the last guy (