A landing page is a single page, with no menu and one thing you want to happen: that people write, call or book. Anything that does not push towards that is in the way. That is the difference with a website: it is not smaller, it is more concentrated.
What a landing page is and what it is not
It is not a trimmed-down website or half a website. It is a page written top to bottom for one audience and one decision. It is not a brochure either: if by the end the visitor does not know what it costs, who you are and how to start, it is not a landing page, it is a poster.
And no, it does not have to be endless. It has to answer, in order, whatever the reader is wondering next.
When one landing page is enough
- You sell one main service. One trade, one speciality, one thing you do better than anyone.
- You are starting out. No photos, no case studies, no time to fill ten pages, and one thin page shows less than nine empty ones.
- You are going to run ads. If you are paying for clicks, sending people to a page with one exit converts better.
- You want to be online now. A landing page takes a week or two; a multi-page site takes three or four.
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When a landing page is not enough
When you sell three or four services people search for with different words, because each one needs its own page to stand a chance on Google. When you sell products, because that is a shop. And when you want the site to bring traffic on its own, because that takes articles and a landing page has none.
The seven pieces of a landing page that works
1. The promise, right at the top
What you do, who for and where. One line, no catalogue adjectives. The visitor decides within five seconds whether to keep reading.
2. The proof
Two or three jobs described with a photo and a result, reviews with names, and your face. Without that, everything else sounds like the business next door.
3. The price, even as a range
A «from», a bracket or the price of the first appointment. The page that says nothing about money is the first one closed.
4. How you work, in three steps
What happens from the moment they write until you finish. It is the most reassuring part and almost nobody includes it.
5. The questions they always ask
Five or six, with the real answer. They work for the visitor and for Google.
6. One button, repeated
The same button at the top, halfway down and at the end. If there are three different paths, none gets taken.
7. Who you actually are
Name, phone, area and response times. Plus the legal notice, which is required even on a single page.
The mistake of adding a menu and five buttons
The moment a six-item menu appears, it stops being a landing page: every link is a door out. Same goes for the image carousel, the chat that pops up after two seconds and the nine-field form. Every element you add has to earn its place, and hardly any of them do.
Speed, which matters more here
If your whole presence is one page, that page has to open fast on a phone with an average connection. The big image at the top is usually the culprit, and the documentation on optimising load time explains why. We cover it in plain language in why your website is slow on mobile.
It has to be readable and usable
Normal-sized type, enough contrast, buttons you can hit with a thumb and alt text on the images. It is not a nicety: it is what separates a usable page from a pretty one. The W3C introduction to web accessibility explains it without jargon.
Does a landing page rank on Google?
For its own search, yes. What it cannot do is compete in five different searches at once, because that takes five pages. Google says as much in its SEO starting guide: each page competes for its own thing. A landing page gets you found by name and by your main service; for the rest, you have to grow.
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Landing page, Google profile and WhatsApp: the working minimum
For a business starting out, that combination covers nearly everything. The Google business profile puts you on the map, the landing page explains and convinces, and WhatsApp Business catches the conversation. Three pieces, and none of them costs a fortune.
What has to be written before building it
The copy is 80 % of the job and it is what delays every page. What we always ask for: who you sell to, what problem you solve, what the service includes, roughly what it costs and two jobs you can describe. How to write that without sounding like a brochure is in website copy: what to write.
Going from a landing page to a full website
The day comes when more pages are needed, and nothing gets thrown away: the landing page becomes the page for that service and the others are built around it. Nothing is lost. The only thing to handle carefully is the old addresses, and that is covered in migrating your website without losing rankings.
Three businesses that only need one page
- Home-visit physiotherapist. One page with the towns covered, the price per session and a button to book. Nothing else, and nothing missing.
- Air conditioning installer. Two photos of finished installations, the price range per unit and a big phone number. In season, that page is their whole summer.
- Lawyer with one speciality. Her face, the kind of cases she takes, what the first consultation costs and a four-field form.
All three have one thing in common: they sell one thing and explain it fully. The day they sell three, they will need three pages.
What to look at in the first month
Three numbers. How many people arrive, how many write or call and where they came from. If people arrive and nobody writes, the problem is what the page says, not the design: usually the price is missing or the proof is.
What a landing page costs
In our prices, Tu Landing is 100 € a month, plus VAT and with no lock-in, including building the page, high-performance hosting, one mailbox and the domain in your name. Tu Web, with up to ten subpages, two mailboxes and one article a month, is 200 €.
The difference between paying for a website up front or monthly is broken down in how much a website costs. And if you also want it bringing in visits every month, that is the presence plans at 400, 750 and 1.500 €.
How we do it
Half an hour to understand who you sell to, a week for the copy and the photos, and another to get it published. If it falls short after three months, it gets extended rather than rebuilt. Tell us what you sell and we will tell you whether one page is enough or you need more, no strings attached.
Tell us what you need and we'll give you a price
We reply the same day. No commitment, no sales pitch.