click to tweet
“Your landing page's job is to communicate your Unique Campaign Prop (a.k.a. What is your offer?)”
There’s an important distinction to draw when thinking about dedicated campaign-specific landing pages vs. your website’s homepage. Your homepage’s primary job is to communicate your Unique Value Proposition, whereas your landing page’s job is to communicate the Unique Campaign Proposition (hat tip to Bryan Eisenberg for that term).
Your Unique Campaign Proposition is related just to the purpose or offer of your campaign, which might not be the same as the value proposition of your website/homepage. For instance, for a webinar, you want to talk about the topic and guest — not your product or service.
If you’re doing branded search PPC then the landing page may well have an identical UVP and UCP, but for other campaigns (for a sale, special offer, webinar invite, ebook download, etc.) the UCP is much more targeted on one specific task.