Landing page
A landing page is the page where a visitor ends up after clicking an ad, search result or link. A good landing page is built around one topic and one goal, such as a quote request.
- 3 min read
What is a landing page?
A landing page is the first page a visitor sees after clicking on something. That can be your homepage, but usually you mean a page made specially for a particular service, campaign or audience. Think of a page about roof insulation that your Google Ads ad for roof insulation leads to.
The difference from an ordinary page is focus. A homepage has to tell everything about your business and has many exits. A landing page has one topic and one desired action. Everything on the page helps the visitor towards that action.
Why a landing page matters for your business
You pay for every click. What happens after that click decides whether that money pays off. A strong landing page gets more enquiries out of the same visit, so your cost per lead go down.
Google pays attention too. The experience on your landing page counts in your Quality Score. A page that loads quickly and matches the search exactly means you pay less per click. A bad page therefore costs you twice: higher cost per click and fewer enquiries.
That is why in 9 out of 10 cases we start with the foundation. Buying traffic for a page that does not convert is throwing money away.
How a landing page works
A visitor arrives with a question in mind. Within a few seconds the landing page has to show that the question is answered here. You do that with a heading that matches the search, a short explanation of what you do and for whom, and proof that is visible straight away.
Then comes the structure that most good landing pages share. At the top are the heading, a short promise and a button. That part is called above the fold. Further down you explain how you work, show photos of real projects, display reviews and quality marks and answer the questions customers often ask. Again and again the page offers a way to get in touch.
An example. Say a contractor advertises on the Dutch search term “aanbouw laten bouwen” (having an extension built) and sends that traffic to the homepage. That also features bathrooms, window frames and maintenance, and the visitor has to search for themselves. The contractor makes a separate page about extensions: a heading saying “Have an extension built in the region”, photos of five completed extensions, a short explanation of the process from design to handover, reviews from customers with an extension and a short form asking how many square metres it should be. The same ad then brings in noticeably more enquiries, and those enquiries are better prepared too.
Common mistakes with landing pages
Sending everything to the homepage. The homepage is too broad for a specific search. Visitors have to hunt for what they want and drop off.
A heading that does not match. If someone clicks an ad about roof leaks and sees a heading about “quality since 1985”, it feels as if they are in the wrong place.
Too many exits. A full menu, links to other services and a newsletter pop-up distract from the one action you want.
A long form. Every extra question costs enquiries. Ask only what you really need to get in touch.
Slow on mobile. Large photos and heavy scripts make the page slow on a phone. Visitors do not wait.
No proof. A page without photos of your own work, reviews or quality marks asks the visitor to take your word for it. Few people do that for a job worth thousands of euros.
How to tackle a landing page
Make a separate page for each important service. A roofer, for example, has separate pages for roof leaks, roof renovation and roof insulation. Let each ad group lead to the best-matching page.
Write the heading from the search and the result for the customer. Keep the intro short. Put a clear call-to-action, such as a button to request a quote and a call button for mobile.
Then build trust with social proof: photos of your own projects, reviews, quality marks and a short explanation of your way of working. Answer the objections customers often raise in the sales conversation.
Finally, measure what the page brings in and keep improving. Use heatmaps to see where visitors drop off, and test bigger changes with A/B testing. Do you want pages built this way from the start? Then see how we approach websites that bring in enquiries .
Frequently asked questions
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What is the difference between a landing page and a homepage?
A homepage tells the story of your whole business and has many click-through options. A landing page is built around one service or campaign and one action, such as a quote request. That is why a good landing page usually converts better for ad traffic.
Do I need a separate landing page for every ad?
Not for every ad, but for every important service. Ads about the same topic can lead to the same page. As long as the heading and content match what the visitor was looking for, it works.
What is the minimum a landing page needs?
A heading that matches the search, a short explanation, a clear button, proof such as photos and reviews, and a short form or call button. The page must load fast, on mobile too. Anything that does not help the enquiry can go.
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