Landing page design. They clicked something specific.
Somebody who clicked an advert about emergency drain clearing has one question. A homepage answers forty, which means it answers theirs slowly, and paid traffic does not wait.
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The page has to say the same thing back.
If the advert promised a free quote, the page says free quote at the top. If the advert named a town, the town is on the page. If the advert was about one service, the page is about that service and not the other six.
It sounds obvious written down and it is the most common fault in every ad account we open, because the homepage was there and it was easier. The gap between what was promised and what appears is where the money goes.
How we run the adsWhat goes on one.
Four things, and a landing page is as much about what is left off as what is on.
One promise, at the top
The same words the advert used, in the first thing on the page, so nobody has to work out whether they are in the right place.
Proof near the ask
Reviews, real photographs of the work, credentials, the guarantee. Whatever answers the hesitation, sitting next to the thing you want them to do rather than at the bottom.
One action, obvious
Call or a short form, repeated as the page goes on, with nothing competing. A navigation bar full of other pages is an invitation to leave.
Tracking that fires once
The conversion counted properly on this page before a penny is spent on it, because an untracked landing page makes the whole campaign unreadable.
A homepage is for people who found you.A landing page is for people you paid to bring, and the difference is worth building.
What we will say first.
Landing pages are easy to sell in bulk and mostly should not be.
One per service you actually advertise. Building a page per keyword is a way to bill for pages, and it splits your attention and your data across things too small to learn from.
If the clicks are from people researching rather than hiring, the page converts none of them however good it is. We look at the searches before we look at the page.
A page that overpromises to get the form filled produces inquiries you cannot serve and reviews you do not want. The point is the right people, not the most.
Nobody buys a plan they haven't seen.
The free audit is a look at what you already have and what it is costing you, sent over with nothing to sit through. The plan is a conversation about where the business is and where you want it to get to, and it ends with a path written down rather than a quote. Or you call, and somebody who works on accounts picks up.