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What is a landing page, and what must it include to convert

A landing page is the page a visitor "lands" on after clicking an ad, a search result or a link someone sent them. It has one goal, usually an inquiry: a form, WhatsApp or a call. Everything on the page is there to bring the visitor closer to that action, and everything that is not, gets in the way.

What a landing page is made of

Every page our system builds follows the same order of sections, in all twenty styles. The style changes how each section looks, not the order:

  1. Opening (hero). A headline that says what you get, a sentence that explains for whom, and a button.
  2. The value. Three or four reasons to choose you, in the client's language.
  3. The process. What happens after getting in touch. People reach out more when they know what to expect.
  4. Proof. Real testimonials with a name, photos of work, numbers that can be checked.
  5. Frequently asked questions. The answers to objections, before they stop the visitor.
  6. The contact form. Always at the end, with a button leading to it throughout the page.

What a landing page that converts must include

  • One offer. A page that tries to sell everything converts nothing. If you have three services, build three pages.
  • A headline that matches the ad. Someone who clicked "bathroom renovation" should see "bathroom renovation" in the first line.
  • A way to get in touch that fits the audience. Some audiences fill in a form, and some prefer WhatsApp or a call. Offer both.
  • A short form. A name and a phone number are enough to start a conversation. Every extra field is a reason to give up.
  • Real proof. A testimonial without a name does not convince, and a number that cannot be checked does harm.
  • Mobile first. Many visitors come from their phone. The button should be within thumb reach, and the text readable without zooming.
  • Speed. A page that loads slowly loses visitors before they even see the headline.
  • Tracking. A conversion tag for Google Ads and GA4, so the campaign learns which clicks bring inquiries.

What not to put on a landing page

A menu leading to the main website, social links at the top of the page, more than one offer, and promises that cannot be kept. On our pages the copy is written only from facts the business gave: we never invent prices, years in business, certifications, ratings or promised results, and when information is missing it goes back to the business owner as a question.

Types of landing pages

  • Lead page. The goal is an inquiry: a form, WhatsApp or a call. It is the most common type for service businesses, and it is what we build.
  • Registration page. For an event, a workshop or a webinar. Similar to a lead page, with the date and time at the center.
  • Offer page. A time-limited offer with a clear end date. The date has to be real.
  • Product page for a campaign. One product, with everything needed to decide on it, and one button.

The principle is the same in every type: one offer, and one clear way to act on it.

How to know the page works

The measure of a landing page is its conversion rate: how many of the visitors got in touch. To measure it, the form, WhatsApp and the call have to be recorded as conversions, and the ads have to be tagged so you can tell which channel every inquiry came from. Without that you can know how many people came in, but not how many of them became clients.

Want to see what it looks like in practice? Landing page examples by industry.

A landing page built this way

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