What makes a good landing page?
| Element | Function |
|---|---|
| Clear headline | Immediately confirms that the visitor is in the right place |
| 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.
How many fields may a form have?
As few as you need to follow up, and not one more. The practical test is to ask per field: what do I do differently once I have this answer? If you cannot answer that, the field can go. What you really want to know, you ask in the conversation afterwards, when you already have contact.
| Field | Keep? | Reason |
|---|---|---|
| Name | Yes | Needed to reply properly |
| Email or phone | One of the two | Requiring both doubles the barrier without speeding up follow-up |
| Short description of the question | Yes | Decides whether the lead fits and how you answer |
| Company name | Only in B2B | In B2C it is noise |
| Postcode | Only with a service area | Useful when you do not travel everywhere |
| Budget | Rarely | Puts people off while they are still orienting |
| How did you hear about us | No | Your analytics already knows, and the answer is often wrong |
Where does a landing page usually leak?
In four places, almost always in this order of severity. Walk through them before you start testing, because an A/B test on a page with a broken promise only tests which wrong headline performs least badly.
- The promise does not match the ad or the query. The visitor clicked on something other than what the page shows and leaves within seconds.
- There is no evidence. The page claims what it delivers but shows no figure, case or concrete deliverable.
- The form asks too much. Every extra required field costs completions.
- The next step is unclear. The visitor does not know what happens after sending, or how fast.
That last point is the cheapest to fix. One sentence saying you reply within a working day and who gets in touch removes a barrier that costs nothing.
After fixing message match and form friction, use a structured conversion rate optimization process to choose hypotheses, run controlled tests and connect completed actions with lead quality.