Landing Page Design
A landing page exists to answer the specific question a visitor arrived with. The most expensive mistake in B2B paid media is sending that visitor to the homepage instead, where the answer is somewhere in the navigation.
The homepage converts badly by design
It has to serve everyone. A homepage speaks to customers, applicants, suppliers, journalists and people who mistyped something, so it commits to nothing in particular.
Somebody who searched for a specific capability and clicked an ad promising it now has to find it again. Every extra step loses people, and you paid for all of them.
What makes a landing page work
Continuity with what brought the visitor there. If the ad said one thing, the page opens with that same thing, in the same words. That match is doing more work than any design decision on the page.
Beyond that, the requirements are unglamorous.
- One audience and one action. A page trying to serve three buyer types converts none of them well.
- The answer above the fold. Not a slogan, the actual claim.
- Evidence rather than assertion. A specification, a certification, a named outcome. Claims about quality read as noise; facts read as facts.
- A next step sized to the stage. Someone three weeks from a decision will download a specification and will not book a demo.
- A form that asks only what the stage justifies. Every additional required field costs completions.
How many landing pages does a campaign need?
One per genuinely distinct intent, not one per campaign and not one per keyword.
If two ad groups are selling the same capability to the same buyer, they can share a page. If one targets a product category and another targets an urgent repair need, those are different mental states and a single page will serve one of them badly.
| Intent | What the page opens with | Reasonable next step |
|---|---|---|
| Researching a category | What the options are and how to choose between them | A comparison or specification guide |
| Evaluating a specific product | Specification, compatibility, availability | A quote request or a technical conversation |
| Urgent need | That you can help, how fast, and how to reach a person | The phone number, prominently |
| Comparing suppliers | What is different about working with you, in specifics | A conversation, or evidence to take to a committee |
Long pages versus short pages
Length follows the size of the decision, not a rule. Nobody signs a six-figure industrial supply agreement off a short page, and nobody reads two thousand words to download a spec sheet.
The useful question is whether every section removes an objection someone actually has. Sections that exist because a template had a slot for them are what make long pages feel long.
Should a landing page be indexed?
It depends what it is for. A page built purely for a paid campaign, near-duplicated across variants, is better kept out of the index. A page that genuinely serves a search intent should be indexable and treated as part of the site rather than as campaign furniture.
Where a page earns organic traffic as well as paid, it stops being a landing page in the disposable sense and starts being a service page, which changes how it should be written.
How a page is judged
On qualified enquiries per visit, and on what happens to those enquiries afterwards. A page can lift conversion rate by asking for less and produce leads that never go anywhere, which looks like an improvement in every report and is not one.
Where this fits
Inside conversion optimization, and closely tied to paid media, since most landing pages exist to receive paid traffic. Where volume allows, changes are proved by testing; where it does not, by observation. Build work is web development.
Frequently asked questions
Can we use our existing service pages instead?
Sometimes, and it is worth checking before building anything new. A detailed service page that already matches the ad's promise can outperform a purpose-built landing page, because it carries more evidence. The test is whether the first screen answers what the ad said.
Do we need a form, or is a phone number enough?
Depends who is arriving. Urgent intent converts on a phone number. Considered research often will not call and needs a lower-commitment option. Offering only a form loses the first group, and offering only a phone number loses the second.
How long does a landing page take to build?
The writing takes longer than the build, because the writing requires deciding what the page is actually claiming. Once the argument is settled, assembling it is quick.
See where you stand
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