A landing page is a web page built for one thing: getting whoever arrives to ask for a quote, book an appointment or leave their details. Everything on it leads to that action, and anything distracting is taken out.
It’s there to stop you losing opportunities. If you pay to attract visitors and send them to a page where they get lost, you’re paying for people who leave without calling you.
A landing page example
A driving school advertises an intensive summer driving course on Google. If the ad leads to the homepage, visitors see prices for every type of lesson, the news section and the opening hours, and have to hunt for the course. If it leads to a landing page for the course, they see the dates, what’s included, how long it takes and a short form to sign up. For that second person, booking is far easier.
Our own free consultation page is a landing page: it explains one thing and ends with one form.
Landing page vs website: what’s the difference?
Your homepage speaks to everyone: new customers, regular customers, suppliers, people looking for your phone number. It has a menu, several services and lots of paths. That’s fine for introducing yourself, but someone arriving with a specific need has to go looking, and many don’t: they leave. A landing page speaks to one person with one need and gives them one path.
What a landing page needs
- A headline that says the same as the ad. If the ad says “intensive July course”, the page has to say so the moment it opens.
- What the person gets, in their words, not yours.
- Proof: genuine reviews, photos of finished work, a phone number in plain sight.
- A short form. Ask only for what you really need: every extra field makes someone give up halfway.
- A single button, repeated if the page is long, but always for the same action.
When do you need a landing page?
When you’re attracting visitors for one specific purpose: a Google or social media ad campaign, a launch, a special offer or a free guide in exchange for an email address. If you’re paying for every click, sending it to your homepage is throwing part of that money away.
To be found on Google without paying for ads, other pages work better: the ones that answer what people are searching for. That’s SEO.
Mistakes that lose you customers
- Sending people from your ads to the homepage.
- Forms that ask for ten details for a first contact.
- Pages that are slow on a phone, where a good share of your visitors come from.
- Several buttons asking for different things: call, download, subscribe, browse the catalogue.
- Not measuring. If you don’t know how many visits end in an enquiry, you don’t know if the page works.
What you can do this week
If you run ads, open one and tap the link on your phone, just as a customer would. Within five seconds, is it clear what you offer and what the person needs to do? If not, you know which page needs changing.
At IAvanzo we build websites and landing pages designed to get you calls and messages. See our services or get in touch.