3 builders who never spoke to each other

Give the page one job and cut the rest

A landing page is defined by three conditions holding together: the visitor arrived off one specific push, the audience is narrow, and there is exactly one thing on offer. Work backwards from what somebody has to see before they will act, put that on the page and stop, then delete the navigation so there is no easy exit. Your mission statement and your philosophy are not part of the decision.

The method

1. 01

   Hide the main site navigation on a landing page so the visitor has no easy exit from the one action you want.

2. 02

   Set one goal for a landing page and delete any element on it that does not push toward that goal.

3. 03

   Start from what a visitor has to see and read before they will act, then put exactly that much on the page and stop, because less converts better.

4. 04

   Count a page as a landing page only when three things hold at once: the visitor got there off a specific marketing push, the audience aimed at is narrow, and one objective is on offer.

5. 05

   Put everything needed for the decision on the page itself, so nobody has to leave it to work out whether to say yes.

What it returned

• Rafal Tomal's DesignKit landing page hides the navigation of his main website.

• Rafal Tomal's DesignKit page sits deep inside his main site and every item on it serves the one product he is selling.

• The worked example: one tweet, one narrow audience of developers, one course to enrol in.

Sources

• Why you're not making salesJustin Jackson · justinjackson.ca · Tell me about what you're selling · undated
• How Anthony built a $100,000 side business (in just 12 months)Justin Welsh · justinwelsh.me · Step 7: Make it easy to by from your website. · 2023-04-08
• What makes a good Landing Page? One goal. - Rob HopeRob Hope · robhope.com · 2025-06-17
• Can a home page be a Landing Page? - Rob HopeRob Hope · robhope.com · 2025-09-30
• Webflow Conf London talk - Rob HopeRob Hope · robhope.com · 2024-02-27