A landing page is a standalone page that visitors reach from an ad or campaign link, with one goal and no menus or links to distract them. That goal is a sign-up, an order or a call, and the page differs from the home page, which introduces the whole company and serves visitors with different goals.
Step by step
- 1
One goal
Decide the action you want before designing, and give the page one button or form that repeats.
- 2
Match the ad
The headline and offer on the page are what the ad promised. Landing page experience is one of the components of Quality Score in Google Ads.
- 3
Order the content
A headline that states the benefit, then the offer details, then proof from photos or customer reviews, then common questions, then the form.
- 4
A short form
Ask for the least information needed to follow up, because every extra field makes it harder to complete.
- 5
Speed and mobile
Design it for mobile first, and make sure it opens quickly on an ordinary connection.
- 6
Measure and test
Connect the Meta Pixel, Google Analytics and conversion tracking, and try two versions of the headline or offer to see which works better.
Sending the ad to the home page instead of a dedicated page leaves visitors to hunt for the offer themselves, and they leave before they find it.
- landing page meaning
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