The ad is running, the clicks are coming in, and very few of those visitors send a request. In many of the cases we review, someone clicks an ad for a specific service and lands on the site's homepage, or on a general service page written for everyone. They arrived with a specific question, and if they don't find the answer within seconds they go back to whatever they were scrolling.
A landing page is built for one campaign and one goal. Here is what makes it work.
What is the difference between a landing page and a service page?
A service page serves everyone who reaches it from search or the menu, and it explains the service in detail. A landing page is written for the audience of a particular ad and leads them to a single action: requesting a quote, booking an appointment, or sending a WhatsApp message. That's why the main menu and links that take the visitor elsewhere are usually removed from it. One service can have several landing pages, one for each audience segment or offer.
Why should the page match the ad copy?
The visitor decides in the first few seconds whether they've come to the right place. If the ad promised glass facade cleaning for commercial buildings, they should see that phrase in the page headline, next to a photo of that kind of work. If the ad mentioned an offer or a price, it should appear at the top of the page in the same wording.
In Google Ads, landing page experience and how relevant the page is to what the person searched for are part of the ad's quality rating, and that rating affects your ad's position and what you pay per click.
What are the essential elements of a landing page?
- A headline that repeats the ad's promise in the customer's language.
- A line or two about the result they get and who the service is for.
- One button for the action you want, visible on the first mobile screen and repeated at the bottom of the page.
- Proof from your work: before and after photos, completed examples, or real customer reviews.
- Answers to the usual objections: roughly how much it costs, how long it takes, and what happens if they don't like the result.
- The company name and clear contact details, since visitors want to know who they're dealing with.
How many fields should a landing page form have?
The smallest number your team needs to respond and follow up. Name, phone and the service needed are enough in most cases, and the details can be asked on the call. Every extra field lowers the number of people who finish the form, though sometimes it filters out people who aren't serious. If you're getting lots of weak requests, add one question that sorts them, such as a rough budget or a start date.
If your customers prefer WhatsApp, make the button open a chat with a prefilled message that names the service or offer, so your team knows which campaign the request came from. Make sure whoever answers those messages knows the details of the advertised offer. A customer who asks about an offer the employee has never heard of loses trust quickly.
Why do landing pages lose visitors on mobile?
Many visitors from Facebook and Instagram ads open the page on their phone inside the app's built-in browser, sometimes on a weak connection. A page that takes several seconds to appear loses part of the paid clicks before anyone sees its content. Build the landing page light: compressed images, few scripts, and no heavy video autoplaying in the background. Ways to measure and fix speed are in Is your website slow on mobile?
What are the common landing page mistakes?
- The full site menu at the top, so the visitor wanders off to browse and never comes back.
- Two or three buttons for different actions with equal weight, so the visitor hesitates between them.
- A form asking for email, company name and job title for a service where a phone number is enough.
- An offer that has ended in the ad but still shows on the page, or a new offer in the ad that the page doesn't mention.
- A WhatsApp button leading to a number nobody answers after working hours.
- A thank-you page that doesn't tell the customer what happens next or when someone will contact them.
- The adA clear promise to a defined audience
- Landing pageThe same promise, and one button
- Form or WhatsAppFew fields and a prefilled message
- Thank-you pageWhere the conversion is recorded
- Follow-upA quick reply from the team
How do you know your landing page is working?
Look at the conversion rate: the number of requests divided by the number of campaign visitors. For that you need proper tracking of every form submission and every tap on the WhatsApp or call button, and a separate thank-you page after submission makes tracking easier and more accurate. Then change one element at a time, such as the headline, the offer or the form length, and compare results after enough visits. If requests stay low even then, Spending on ads with no requests coming in? covers what to check outside the page.
We build landing pages and set up their tracking before the campaign goes live, as part of our website design and development service. Send us the ad link and the page it leads to and we'll tell you where visitors are dropping off.
Questions our partners ask
Do I need a landing page for every ad?
You need one for each campaign or distinct offer. Ads that promise the same thing to the same audience can lead to the same page.
Should I put prices on the landing page?
If the price is fixed or falls in a clear range, stating it saves you requests from people whose budget doesn't fit. If it depends on the details, explain what determines it.
Written by the Visual Innovate team, the people who build, host and follow up systems, websites and apps for our clients in Jordan, Saudi Arabia, Oman and Egypt.
