What is a landing page
A landing page is a single web page with one clear goal: to get the visitor to take a specific action, such as sending an inquiry or buying.
Unlike a regular website, a landing page has no menu and no side sections. The whole page guides the visitor to one action.
That focus makes a landing page ideal for ad traffic: the customer clicked an ad for a specific service and arrives exactly on it.
When to use a landing page
A landing page fits when you drive ad traffic to one service or product. Thanks to the focus, its conversion is higher than a regular site where attention is split.
What a good landing page contains
The structure follows the questions a visitor has while scrolling: am I in the right place, what do I get, why should I believe it and what do I do next.
- A headline that repeats the promise of the ad in the same words.
- The offer itself: what the customer gets, what it costs and how soon.
- Proof: photos of finished work, customer feedback, a guarantee.
- One call to action repeated several times: a form, a phone number or a buy button.
- Answers to objections, for instance a short FAQ block.
Example: a window cleaning campaign
A cleaning company in Tallinn runs Google Ads in spring for searches about window cleaning in Tallinn. If the ad leads to the home page, the visitor has to find window cleaning in the menu, then the price list, then the contact form. Some people drop off at every step.
On a landing page everything is in one place: a headline naming the service and the area, a price per window or square metre, available dates and a short form asking for a name, a phone number and the number of windows. The ad budget is the same, yet a larger share of clicks ends in an inquiry.
Common mistakes
The most frequent one is a mismatch between the ad and the page. The ad promises a discount, the page never mentions it, and the visitor feels they landed in the wrong place. Google Ads also rates how well the page matches the ad, and that rating affects what you pay per click.
Other mistakes: several competing calls to action, a long form, slow loading on phones and no measurement. If inquiries are not tracked as conversions, you cannot tell which ad actually works.
How to measure a landing page
The key figure is the conversion rate: the share of visitors who send an inquiry or buy. To get it, the form submission is set up as an event in Google Analytics, or the visitor is sent to a separate thank-you page after submitting. The ad account then shows which keyword and ad produced each inquiry, so the budget can move to where the return is best.
Frequently asked questions
What is the difference between a landing page and a website?
A website presents the whole company and has several pages and a menu. A landing page is one page with one offer and one action. The website is for general introduction, the landing page for a specific campaign.
Can a landing page replace a website?
For a new company with a single service it can be enough at first. If you have several services or want to be found in regular Google search for different queries, you need a multi-page site.
How long does it take to build a landing page?
In our studio a landing page is usually ready in 3-5 days when the text and images already exist. It takes longer if content has to be written from scratch or the page needs custom features.