What is a landing page?

A landing page is a page made for one specific goal, such as getting a quote request, a booking or a sign-up. It is usually where people "land" after clicking an ad, an email link, a social post or a QR code. Unlike a homepage, which points in many directions, a landing page focuses on one offer and one action.

What a good landing page has

1. A headline that matches what they clicked. If the ad said "Spring AC tune-up", the page should say that too.
2. One clear offer and why it is worth it.
3. One main action, such as a short form or a call button, repeated near the bottom.
4. Proof: a few reviews, photos or credentials.
5. Few distractions. Many landing pages hide the full menu so visitors stay focused.
6. A short form. Ask only for what you need to follow up.

Landing page or service page?

	Service page	Landing page
Main source of visitors	Search engines and your menu	Ads, email, QR codes, social posts
Goal	Explain a service fully	Get one action on one offer
In the main menu	Yes	Often no
Lifespan	Ongoing	Often tied to a campaign

Search considerations

• Landing pages for ads do not need to rank. Some businesses keep them out of search on purpose.
• Do not create many near-identical landing pages for every town or keyword hoping to rank. Google's spam policies treat pages made mainly to funnel search traffic this way as doorway abuse.

We can build it for you. Open a request in your client portal with the offer, the goal and where the traffic will come from.

Common problems

• If people click the ad but do not act, check that the page matches the ad's promise and that the form is short.
• If the form works on desktop but not mobile, test it on a phone. Most ad visitors are on phones.
• If you are not sure the leads are coming from the page, ask us about tracking links (UTM tags) for your campaign.

Related articles

• How do I write a good call to action?
• What makes a good service page?
• Is SEO the same as SEM or Google Ads?
• How do I write for people who skim?