A landing page is designed to channel all of your visitor’s energy and focus towards a single call-to-action – be it a whitepaper download or a free trial signup.

Unfortunately, every link in your navigation bar represents a way for your visitor to exit away from your landing page. Your About, Blog and Contact pages present potential distractions which can prevent conversion, so it’s important to minimise the number of navigation elements visible. Crucially though, always leave one, making it easy to return to the previous page – allowing visitors that aren’t ready for the landing page to hit Back, instead of closing the browser tab.