Paid traffic
Landing pages for ad traffic that actually converts
Pointing paid traffic at your homepage is the most expensive mistake in small business advertising. You paid for that click. Then you handed the visitor a navigation bar and eleven possible next steps.
One page, one offer, one action
A homepage has to serve everyone. Someone checking your hours, someone comparing three contractors, someone who already decided and wants your phone number. That is the right job for a homepage and the wrong job for the page an ad points at.
A landing page has one visitor with one intent. They clicked an ad about gutter guards, so the page is about gutter guards, and the only thing to do on it is ask for a quote. No nav bar. No footer full of links. No "explore our other services." Every extra choice on the page is a chance to leave, and you already paid for them to arrive.
The offer does more work than the design
I will say the unglamorous thing here. You can improve a landing page perhaps 20% with better design and layout. You can improve it several times over with a better offer.
"Contact us for a quote" is not an offer. "Free roof inspection, we come out this week, no obligation" is an offer. Same business, same page, very different results. So the first conversation about a landing page is not about colors. It is about what you are actually willing to promise, and whether it is better than what the other four contractors on that search result are promising.
Measure it or do not bother
A landing page without tracking is a guess with a design budget. Every page we build gets conversion tracking wired to the actual outcome, not to a page view. Form submissions and calls, attributed back to the campaign that produced them.
Then you can answer the only question that matters, which is what a booked job costs you. Once you know that, the ad spend decision becomes arithmetic instead of a feeling. If you are running ads and cannot answer it today, that is the thing to fix first.
From brief to live page
A landing page should take days, not weeks. If it is taking weeks the offer has not been settled.
Offer
What you promise, what it costs, what the visitor risks. We push hard here, because this decides more than the rest of the page combined and most people arrive without having settled it.
Write
Copy first, design second. A landing page is an argument. The layout only decides how comfortably it gets read.
Build and wire tracking
Fast static page, form connected, conversion tracking tied to real outcomes rather than pageviews.
Test
Run it, read the numbers, change one thing at a time. Headline and offer first, because that is where the movement is.
Where we have done this
Common questions
Landing pages, answered
How is a landing page different from a normal page?
It has no navigation and one possible action. A normal page helps a visitor explore. A landing page exists to convert one specific visitor who arrived from one specific ad, and every extra link on it costs you conversions.
How many landing pages do I need?
One per offer, not one per business. If you run ads for gutter cleaning and for roof repair, those are two pages. Sending both to the same page wastes half your spend on a mismatch between the ad and what the visitor lands on.
Do you run the ads too?
No. We build the page and wire the tracking. We work alongside whoever runs your ads, and if you do not have anyone we can point you at people who do this properly rather than pretending it is our strength.
What conversion rate should I expect?
It depends far too much on your offer, your industry and your traffic quality for a number here to be honest. Anyone quoting you an expected rate before seeing your offer is guessing. What we can tell you is whether the page is the thing holding the number down.
Can you add a landing page to my existing site?
Yes. Landing pages usually sit on their own URL, deliberately kept out of the main navigation and out of the sitemap so they never compete with your real pages in search.