A typical front page or website in general includes a full navigation bar with tons of links throughout the page linking to other pages or pieces of content. A good landing page should only have one link, or multiple links that all point to the same thing. Having one CTA on your landing page increases conversions because there’s less distraction—fewer equally appealing options to prompt your users into leaving your landing page.

Your brand’s front page has totally different goals. It should show off your brand’s personality, let people explore different features, find blogs and support articles, or even apply for a job. But they won’t necessarily purchase your product from the front page. And that’s why we need landing pages.

Since landing pages are tied to specific campaigns, you don’t need to worry about users lacking information about your product. They arrived at your landing page because they were interested in an ad or post on Google, Bing, YouTube, Facebook, Instagram, Twitter, or similar places on the web. With super detailed campaigns pointing to easy-to-use landing pages, you’re getting high-quality leads that are actually interested in using your product.