What should the content on a landing page focus on?

The content on a landing page should focus on targeted messaging that promotes the specific offer because the primary goal of a landing page is to convert visitors into leads or customers. When a visitor lands on this page, they are usually directed there with a clear intention—often through an advertisement or a marketing campaign. This means they are looking for specific information that addresses their needs or interests regarding a particular offer.

By presenting concise and compelling messaging that highlights the benefits and value of the specific offer, the landing page can effectively guide the visitor towards taking action, such as signing up, making a purchase, or requesting more information. It ensures that the content is relevant and engaging, which is essential for improving conversion rates.

In contrast, general brand information and history, while important for overall brand awareness, do not directly address the visitor's immediate interests tied to the offer. A collection of testimonials can enhance credibility, but it should support the main message rather than serve as the primary focus. Similarly, listing company services and contact details is useful but can detract from the specific offer that the landing page is trying to promote. In short, focusing on targeted messaging optimizes the landing page for conversion.