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The Page the Advert Promised.
Sending paid traffic to your homepage wastes most of it. A landing page has one job and should be judged on exactly one number.
A landing page exists to convert traffic from one specific source into one specific action. Everything on it should serve that. Everything that does not - navigation, unrelated offers, general company information - reduces the number of people who complete it.
That focus is what separates a landing page from a website page, and it is why sending campaign traffic to a homepage performs so poorly. The homepage is written for everyone, which makes it right for nobody arriving with a specific question in mind.
What Usually Goes Wrong.
The homepage is the wrong destination
It is built for everyone, which makes it right for nobody arriving from a specific advert about a specific thing.
One page, one action
Navigation, secondary offers and clever cross-links all give a visitor somewhere else to go. On a landing page that is a leak, not a feature.
If it is not measured it cannot improve
Conversion tracking has to be in place before launch, or the first month of spend teaches you nothing.
The offer was never the problem, but it gets blamed
Teams redesign the page repeatedly when the offer itself is not compelling. No layout rescues something nobody wants.
Mobile is an afterthought on the page paid traffic lands on
Most paid clicks are mobile. A form that needs pinching and scrolling will lose the majority of them regardless of how the desktop version looks.
What Landing Pages Includes.
Message match
The headline continues the advert’s promise, so the visitor never wonders whether they clicked the right thing.
Conversion-focused structure
Offer, proof, objection handling and a single clear action, in the order that reads naturally.
Fast, standalone build
Lightweight pages that load quickly on mobile data, where most paid traffic lands.
Tracking and analytics
Conversion events configured before launch so cost per enquiry is visible from day one.
A/B testing
Headline, offer and layout variants tested properly rather than swapped on instinct.
Thank-you and follow-up
What happens after the form is submitted - the confirmation page, the tracking event it fires and the first email that follows. It is routinely forgotten and it is where a lead either warms up or goes cold.
Form design and friction removal
Asking for the minimum that qualifies a lead. Every additional field measurably reduces completion, so each one has to earn its place.
When Landing Pages Makes Sense.
You are running paid campaigns
Almost every paid campaign performs better against a dedicated page than against a homepage.
You are launching one offer
A product launch, an event, a lead magnet or a seasonal promotion each deserve their own page.
You want to test before building
A landing page is the cheapest way to test whether an offer has demand before committing to a full build.
You serve distinct audiences
One page per audience lets the message be specific instead of averaged across everyone.
From First Look to Live.
Offer and message
Agreeing what is actually being offered and why someone would act now. Usually the longest conversation and the most valuable.
Build
A fast standalone page with tracking configured before it goes anywhere near live traffic.
Launch with traffic
Live alongside the campaign, watched closely for the first days while search terms and audiences settle.
Test
Structured testing of headline, offer and layout, one variable at a time so the result means something.
How This Is Quoted.
Landing pages are quoted per page, with a lower rate for additional pages built on the same template. Most campaigns need two or three variants rather than one, and pricing reflects that.
Copywriting is included, because on a landing page the copy is the majority of the work.
Ongoing testing is optional and quoted monthly. Without it a landing page is a guess that happened to go live.
Everything is quoted against a written scope before work starts, and you approve it. There are no fees added later that were not in that document.
Questions About Landing Pages.
How fast can you build one?
A single focused page is typically one to two weeks once the offer and copy are settled. The offer usually takes longer to agree than the page takes to build.
Should it have navigation?
Usually not. Every additional exit reduces the number of people who complete the one action the page exists for. There are exceptions for considered, high-value purchases.
How many pages do we need?
One per distinct offer or audience. Running four campaigns into one page makes the results unreadable and the message generic.
Do you write the copy?
Yes. On a landing page copy is most of the work - the design mainly decides what gets read first.
Do landing pages hurt our SEO?
They can if they duplicate site content or get indexed as thin pages. We either give them genuinely distinct content or keep them out of the index, depending on whether the page is meant to earn organic traffic as well as paid.
Can you use our existing website platform?
Yes, or we can build standalone pages that load faster and are quicker to change. We recommend based on how often you expect to iterate.
How long before we know if it works?
Enough traffic for a meaningful result, which is usually a few hundred visits rather than a fixed number of days. We will tell you when the numbers are worth acting on and when they are still noise.
What conversion rate is good?
It varies enormously by industry and offer, so an industry average is a poor benchmark. The useful comparison is your page against your own previous version.
Can we reuse the page for other campaigns?
Partly. The template is reusable, but the headline and offer should change per campaign, otherwise the message match that makes it work is lost.
Should we gate content behind a form?
It depends what you want. Gating produces fewer, more qualified leads. Ungated produces reach and trust. We will help you decide which the campaign actually needs.
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