Definition
A landing page repeats the promise of the ad or message that leads to it, brings the proof (work, reviews, public prices) and offers a single action: request a quote, book a meeting, download a document. It removes everything that distracts from that action.
Value for a business owner
Sending a campaign to the home page means paying for clicks from visitors who do not find what they were promised. A dedicated page, consistent with the ad and quick to load, turns more of those clicks into enquiries, and each enquiry costs less.
At Stratedge Consulting
We design landing pages together with the campaigns that lead to them, and measure every enquiry through to the quote. See the Online advertising and Websites and platforms pages.
Common mistakes
Offering three actions on the same page. The visitor hesitates, and hesitation costs enquiries.
Asking for ten fields in the form. Every unnecessary field puts off some visitors; the rest can be asked in the first conversation.