Landing Pages for Paid Campaigns
People arriving from an ad have one question in their head. The page has about as long as a sentence to show that it answers it.
What is on the page, and why it sits where it does
| Section | Purpose | What we watch for |
|---|---|---|
| Headline and first line | Repeat the promise from the ad so the visitor knows they are in the right place | A headline about the company instead of the offer |
| The primary action | Give one clear thing to do, visible without scrolling on a phone | Two or three competing buttons |
| Proof | Show that someone has done this before: real work, real numbers you can defend | Vague claims with nothing behind them |
| How it works | Remove the fear of the unknown in three or four steps | A wall of text where a short list would do |
| The form | Ask only what you need to reply well | Ten fields where four would do, or one field and no qualification |
| After the click | A confirmation page or message so the visitor knows it worked | A form that fails silently |
The ad and the page must agree
If an ad talks about a weekend retreat and the page opens with a general brand story, the visitor has to work out whether they are in the right place. Many do not bother. We write the page and the ad together, so the words the visitor clicked are the words they land on.
For campaigns with several audiences, we prefer several short pages to one page trying to speak to everyone.
How we work on it
- Strategy and copy first: what the page must say, in what order.
- Design and build, tested on real phones before it goes live.
- Form and tracking set up so that every enquiry, call and WhatsApp tap is recorded.
- A speed and SEO check, so the page loads quickly and can be found if it is ever indexed.
One we can describe
Our High Converting Landing Page Build was a fast, single page site for a campaign that needed direct bookings, with sharp copy and clean tracking. We have not published its conversion figures and will not invent them here. It is listed with our other projects on the work page.
Designing the form itself
- Fewer fields, chosen deliberately. Name, phone and one qualifying question is often enough. Every additional field costs some completions.
- Mobile-friendly inputs. A phone keyboard for the number, autofill enabled, buttons big enough for a thumb.
- A clear label on the button. "Request a call back" beats "Submit".
- Reassurance nearby. A line about how the number will be used and when they will hear back.
- A working confirmation. The visitor should know it went through.
Weight matters on a phone
Landing pages are often burdened with large hero images, autoplaying video and scripts added by different people over time. On a mobile connection, that costs visitors before they read a word. We keep images sized to their display, avoid unnecessary scripts and check the page on a real phone, not only in a desktop browser.
Changes that usually matter most
| Test | Why it is worth trying first |
|---|---|
| The headline | It decides whether the visitor stays |
| The offer wording | It changes who feels the page is for them |
| The first image or video | It sets tone and trust |
| The form length | It trades volume against quality |
| The proof placed near the button | It reduces last-second doubt |
Use the thank-you page
A dedicated confirmation page does three jobs. It reassures the visitor. It provides a clean signal for tracking, since only real submissions reach it. And it gives you a place to say what happens next, offer a WhatsApp link, or suggest a useful next step. Keep it simple, and make sure it cannot be reached without submitting the form, or your numbers will be inflated.
When a landing page is the wrong answer
If people arrive wanting to compare several services, or if you need to rank on search for many topics, a fuller site is a better answer. Our guide to landing page or full website walks through that decision.
Request a page review
Send the page your ads land on, and the ad itself. You will get a short list of what to change first.
Request a page review WhatsApp us