What makes a good landing page?
| Element | Function |
|---|---|
| Clear head | Immediately confirms that the visitor is seated correctly |
| Value proposition | Why you, and what it yields |
| Evidence | Reviews, cases or figures that inspire confidence |
| One clear CTA | The desired action, without distraction |
| Short form | As little barrier as possible |
One goal, one call to action
The strongest landing pages have one purpose. Extra menus, links and choices are distracting and reduce conversion. Strong SEO copywriting that takes the visitor by the hand does the hard work here.
In practice
The form is almost always the biggest leak. Each additional required field costs conversion. We delete everything that is not strictly necessary to follow up; name, contact and a short question are often sufficient. You can ask the rest in the conversation afterwards.
Test and improve
A landing page is never finished. Test headlines, buttons and form length, and measure which version converts best. For ad traffic, a separate, targeted page is almost always better than your homepage; that also lowers your Google Ads search campaigns click price. It is the center of your lead generation.