Landing page design
One page, one offer, one action
A landing page is not a small website. It is a single argument for a single offer, aimed at traffic you are paying for, and it either earns the click or wastes the budget. Everything that does not serve that argument comes off the page — including, usually, the navigation.
- Scope
- One page, one offer
- Tracking
- Verified before launch
- Variants
- Built for testing from day one
The problem
Paid traffic pointed at a homepage
The most expensive mistake in paid acquisition is sending a campaign to the homepage. Someone clicked an ad about one specific thing and arrived at a page about everything, with six navigation links offering them a way out. The ad promised; the page did not continue the sentence.
The second most expensive is launching without tracking that works. Without verified conversion events you cannot tell which campaign, which audience or which message produced the enquiry, so you optimise on clicks and the platform optimises for the wrong outcome.
Signs you need a dedicated page
- Your ads point at the homepage or a general service page
- Cost per lead has been climbing and nobody can say why
- The page has a navigation bar, a footer menu and five other calls to action
- The headline does not repeat the promise the ad made
- Your form asks for nine fields before you have earned any trust
- Nobody can confirm that conversions in the ad platform match reality
What is included
What gets built
Before design
- Offer definition: what exactly is being promised, to whom, in exchange for what
- Message match mapped from ad copy to headline, so the sentence continues
- The single action the page exists to produce, with everything else removed
- The objections that have to be answered before that action, in order
The page itself
- Above-the-fold hierarchy: promise, proof, action, visible without scrolling on a phone
- Proof placed where doubt occurs rather than collected in one testimonial block
- A form asking for the minimum that still qualifies the lead
- Navigation removed or reduced to a logo, so the page has one exit
- A real thank-you page — not an inline message — so the conversion is trackable
- Built to the same performance budget as everything else we ship
Instrumentation
- GA4 events for form start, form submit and key scroll depth
- Conversion actions configured in Google Ads and Meta, and test-fired end to end
- UTM convention documented so campaign reporting stays clean
- Call tracking wired up where phone is a real channel
- Server-side confirmation that submissions arrive where they should
Built to be tested
- A second variant of the headline and hero prepared at build time
- Sections structured so copy can be swapped without a developer
- A written hypothesis for the first test, with the metric that settles it
- A short honest note on how much traffic you need before a test can conclude
For reference
What we verify before you spend
Every one of these is tested with a real submission before the page takes paid traffic. They are unglamorous, and they are the checks pages most often fail.
| Check | How it is verified | Why it matters |
|---|---|---|
| The form actually delivers | A real test submission, confirmed in the inbox and the CRM | Silent form failures are the single most expensive bug in paid acquisition |
| The thank-you page loads | Submission followed through to a distinct URL | A distinct URL is what makes the conversion countable in every platform |
| Conversion events fire | Live event debugging in GA4 and the ad platforms | If the platform cannot see conversions it optimises for clicks instead |
| Message match holds | Ad copy read side by side with the page headline | A mismatch between promise and page is the most common cause of a bad bounce rate |
| It is fast on a phone | Throttled mobile test against our standard budget | Paid clicks are paid for whether or not the page finishes loading |
| It is usable by keyboard | Tab through the whole form and submit without a mouse | An inaccessible form is a form some share of your paid traffic cannot complete |
Our process
A short, sharp engagement
Understand needs
The offer and the traffic
What is being sold, what the ad says, who is clicking, and what the current page does with them. Existing campaign data where it exists.
You get: Offer and audience brief
Strategize
Build the argument
The order of claims, proof and objection handling. Written as a wireframe with real copy before any visual design begins.
You get: Copy-complete wireframe
Create & build
Design, build, instrument
Designed, built, and every conversion event fired and verified in the ad platforms before a cent of traffic hits it.
You get: Live page with verified tracking
Optimize & grow
Read the data, change one thing
Once there is enough volume, test the biggest lever first — usually the offer or the headline, rarely the button colour.
You get: Test results and next hypothesis
Honest scoping
When a landing page is the right spend
A good fit if
- You are running paid traffic now, or will be within weeks
- You have one offer clear enough to build a whole page around
- You are launching a product, event or campaign with a fixed window
- You want to test a market before committing to a full site
- Your sales team can follow up fast enough to make the leads worth generating
Not the right fit if
- You need a whole website and hope one page will do; it will not, and the credibility gap shows
- You have no traffic source. A landing page is a destination, not an acquisition channel
- You want it to rank organically as well — those two jobs pull the page in opposite directions, and one of them loses
- The offer itself is the problem. No page design rescues a proposition nobody wants
Selected work
Projects that used Landing Page Design
Questions
Before you ask us
The things people ask about Landing Page Design before they get in touch. If yours is not here, ask directly — you will get a straight answer rather than a brochure.
Ask a questionHow fast can a landing page be live?
Faster than a site build — the constraint is usually how quickly the offer and the copy are settled rather than design and development time. We will give you a date at the end of the first call once we know how much copy exists.
Should the page have navigation?
Usually not. Every navigation link is an exit from a page you are paying to send people to. A logo that does not link anywhere, a footer with the legal essentials, and nothing else is the default. The exception is when the buyer genuinely needs to verify the company before converting, and then we add a narrow, deliberate path rather than the full menu.
Can you A/B test it?
Yes, with a caveat we would rather state up front: A/B testing needs volume. Below a few hundred conversions per variant, a test cannot reach a reliable conclusion, and reading an underpowered test is worse than not testing. At lower volumes we make sequential changes and read direction, and we tell you which situation you are in.
Can it be built on my existing site?
Usually yes, as a template that strips the navigation and the shared chrome. That keeps the domain consistent, which helps trust. If your current platform makes a clean, fast landing template impossible, we will build it separately and tell you what that trades off.
Do you write the copy?
For landing pages, yes — copy and layout are the same decision here and splitting them across two parties produces a worse page. You supply the offer, the proof and the objections you hear on sales calls; we write the argument.
What does a landing page cost?
Landing pages start at $850, depending on how much copy is needed and how many variants you want built for testing. It is the shortest engagement we offer and it is often the right way to work together for the first time. See the pricing page for current ranges.
Send us the ad and the page it points at
We will tell you where the sentence breaks between the two, and whether a dedicated page is worth building before your next campaign starts.