A landing page has no menu full of links and no five different offers. It talks about one thing, answers the questions a person has after that specific ad, and ends with one button.
Why the homepage is not enough
A homepage has to speak to everyone. Someone who clicked an ad for a specific service wants to see exactly that. If they have to look for it, they leave and you paid for the click for nothing.
What it must include
A headline that follows on from the ad, a concrete benefit, proof (case studies, numbers, reviews), answers to common doubts and a short form.
