Landing page
What is a landing page?
A landing page is a page built for the traffic that arrives on it — from an ad, an email, a social post — with one message and one action. It works because it removes the choices: no wandering menu, no second offer, and copy that repeats the promise the visitor clicked on.
What it needs
- The promise of the ad, repeated. The heading says what the ad said, so the visitor knows at once they are in the right place.
- One action. One form, one button, one phone number, with no menu or second offer to wander off to.
- The answers that decide: price or price range, timelines, what is included, and proof such as reviews, examples and figures.
- Speed on a phone. Most ad clicks come from phones, and a slow page wastes the click that was just paid for.
- Measurement: the form or the call recorded as a conversion, with the source of the visit.
Google Ads rates this as landing page experience, and a better rating lowers the cost of each click.
Example
A company offering office cleaning sends its Google Ads traffic to the home page, which covers homes, offices, windows and carpets, with a menu of twelve items. Of the visitors from the office-cleaning ads, 1.4% send an enquiry, and each enquiry costs €64.
A landing page for office cleaning only goes up: the heading repeats the ad, prices per square metre are shown, three logos of office clients and two reviews follow, and there is one short form with a call button for phones. The conversion rate rises to 5.1% and the cost per enquiry falls to €18, for the same ads and the same budget.
Why it matters for a business
Advertising buys a visitor’s attention for a few seconds. A landing page decides whether those seconds turn into an enquiry or are lost on a page that was written for everyone. Every campaign with a distinct offer or audience deserves its own page; it is usually the cheapest improvement available to an advertiser.
A landing page is also the best place to test. With one goal and steady traffic, an A/B test of the heading, the offer or the form gives a clear answer within weeks.
What to ask
- Where do our ads lead: to a page for that offer, or to the home page?
- Does the heading of the page repeat what the ad promised?
- What is the one action we want, and is it the most visible thing on the page?
- How fast does the page load on a phone, and do we record every enquiry it brings?
A campaign landing page has one goal and one action. We build such pages as part of our website development, so that ads do not lead to the general home page.