Landing pages

A landing page is a single page with one offer and one action: send an enquiry, sign up, order. It usually has no menu that leads the visitor elsewhere. You order one when visitors come from paid ads, a newsletter or a QR code, and every click costs money. The fewer side exits a page has, the larger the share of visitors who reach the form.

A website is the right choice when you have several services and customers need to find you through regular Google search. A single page cannot rank well for ten different queries; that takes a separate page per service. Often you need both: the website brings steady organic traffic and the landing page serves a specific campaign. A landing page can live as a subpage of your site or on a separate subdomain.

The third case is testing a new product or service. Before investing in a larger site, a landing page and a small ad budget will tell you whether the offer resonates at all. It is a sensible route for an e-resident founder entering the EU market with a new OÜ. If enquiries come in, you take the next step on real data rather than guesses.

The first screen matters most. The headline repeats the promise the visitor clicked on in the ad, followed by one sentence on the benefit and one clear button. If the ad promises a kitchen in three weeks and the page opens with company history, the visitor assumes they are in the wrong place and leaves.

From there the page answers questions in the order a buyer has them. The single screen of the Express tier is enough for a simple offer such as a registration or a waitlist. A service that needs explaining calls for the 5-7 sections of the Standard tier.

For the form the rule is simple: every extra field reduces the number of submissions. A name, a phone or email and one qualifying question are usually enough. On a phone the button has to sit comfortably under the thumb and the phone number has to be tappable, because ad traffic is predominantly mobile.

Google Ads rates landing page experience as one component of Quality Score. How relevant the page is to the keyword and how fast it loads affect what you pay per click and where the ad is shown. Visitors from Facebook and Instagram ads almost always arrive on a phone, often inside the app's built-in browser, where a slow page simply gets closed.

Without measurement you cannot tell which ad brings enquiries. We set up Google Analytics 4 events and the Meta Pixel so that a form submission and a tap on the phone number are recorded as conversions. In the EU, analytics and marketing cookies may only be used after the visitor consents, so the cookie banner has to be wired to tracking correctly. Otherwise the data is incomplete or you break the rules.

In Estonia, decide on languages early. If you advertise to both Estonian-speaking and Russian-speaking audiences, give each its own ad group and its own language version of the page. A page that mixes two languages convinces neither. For international campaigns run by an Estonian company, an English version is usually the starting point. The Standard tier includes two languages, Pro includes three.

The first data shows how many visitors out of a hundred send an enquiry and where the rest drop off. Based on that, change one thing at a time: the headline, the offer or the form. Change everything at once and you will not know what worked. Comparing variants only helps when the page gets enough visitors. With low traffic the result is noise, and larger, well-reasoned changes are the better approach.

What happens to an enquiry after it is sent matters just as much. The notification lands in your inbox and optionally in Telegram, but a person has to reply. Customers often contact several companies at once, and the one that calls back first has a clear advantage. Agree before the campaign starts who answers enquiries and how fast.

When the campaign ends there are three options. The page can stay up and keep collecting enquiries, be redirected to your main site, or serve as the base for the next campaign. If the offer worked, it often makes sense to grow the landing page into a permanent service page on your website.