Whether you work in marketing, sales, or product design, you understand the importance of a quality landing page. Landing pages are standalone websites used to generate leads or sales—in other words they help you increase your revenue. Unlike typical web pages, landing pages only have one call to action, or CTA, and they are usually tied to a specific marketing or advertising campaign. The hyper-focused nature of landing pages means they come with a pretty standard set of best practices.

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.