More customers
What is a landing page?
Short answer
A landing page is a web page with one goal, such as a quote request, that visitors reach from an ad, email or search. Unlike a homepage, it is about one offer, matches exactly what the visitor was looking for and leads to one action. That is why it usually produces more enquiries per visitor.
How it differs from a homepage
A homepage introduces your business and points to everything. A landing page answers one question and has one button. Someone who searches for 'heat pump installation' and lands on your homepage has to keep looking; on a landing page the answer is right there.
What belongs on it
A heading that repeats what the visitor clicked on. What you offer and for whom. Proof: work, reviews, certifications. Answers to the main objections (cost, lead time, service area). And one clear action, with a short form.
Common mistakes
Ads that send people to the homepage. A form with ten required fields. A page that loads slowly on mobile. And no tracking, so you do not know which ad leads to an enquiry.
Landing pages and SEO
A landing page for ads can be short. A page that also needs to be found on Google needs more content: explanation, frequently asked questions and internal links.
How to measure whether it works
The conversion rate: the share of visitors who take the action. Compare it per source and test one change at a time, such as the heading or the form.
Frequently asked questions
How many landing pages do I need?
One per offer and per audience that genuinely differs. A roofer who handles both leaks and solar panels needs at least two.
Should a landing page be in the menu?
Not necessarily. Campaign pages are often left out of the menu; pages meant to be found on Google are usually included.
What is a good conversion rate?
It varies widely by market, offer and traffic source. Compare mainly with your own previous period.
More questions about more customers
- How do I get more customers for my business?You get more customers by improving five things together: being found by people who need your service, convincing them on your website, making it easy to get in touch, following up enquiries quickly and well, and measuring which source leads to sales.
- What is SEO?SEO stands for search engine optimisation.
- How do I rank higher on Google?You rank higher on Google by creating a page per service that answers the search query better than the pages currently at the top, by getting the technical basics right and by being visibly trustworthy, with a complete Google Business Profile and links from relevant websites.
- Why is my website not showing up on Google?It is usually one of six causes: the site has not been indexed yet, a setting blocks Google (such as 'noindex' or robots.txt), there is no dedicated page for what you want to be found for, the content is too thin, the domain is still young, or you are searching for a term with much stronger competitors.
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