You're running ads for your service to bring in new enquiries. A click alone isn't enough: visitors still need information to help them decide whether your offer is right for them. That's what a landing page is for: the page linked from your campaign, newsletter or social media post. Find out what to include so people can easily read the details and send an enquiry.
What is a landing page and what is it for?
A landing page focuses on a specific offer and encourages visitors to take a particular action. That could mean requesting a quote, buying a product, booking a consultation or making a reservation, depending on what you offer and how you work with customers.
People can reach it through several channels: a paid ad, a newsletter or a social media post. That is why the content needs to match what prompted them to visit. If you are promoting party catering, for example, visitors should find the details of that service and a way to enquire about an order, without having to browse the restaurant's entire offering.
Your campaign's landing page can be a dedicated page built for that purpose or an existing service page. Before commissioning something new, check whether you already have a suitable page to send interested visitors to.
When is an existing service page enough?
If you already have a page describing the service you are advertising, you may only need to direct visitors there. Check that the information is up to date, that it answers questions people may have before ordering, and that it makes contacting you easy. Sometimes, a few small changes will be enough, such as a more prominent button or a fuller description.
A dedicated landing page can be useful when, for example, you are promoting one part of a wider offering or putting together an offer for a particular audience. You can then tailor the content to that campaign without rebuilding the website used by all your visitors. The same applies to a limited-time promotion with different terms from your standard offer, a competition or another special campaign.
In either case, the priority is for visitors to find information about the service that caught their attention in the ad straight away.
What should customers see after clicking an ad?
After clicking an ad, customers want to know more about what caught their attention. So the top of the page should briefly explain what you offer and who it is for. A specific headline and a few sentences of description will help them decide whether to read on.
Take a restaurant advertising catering for parties. A general phrase such as “Discover our food” might suit the business as a whole, but it does not explain this particular offer. A headline such as “Catering for family celebrations”, followed by information about the food and how it is served, gives visitors a much clearer idea of the service.
Choose photos that help show what you are describing, too. For the restaurant in our example, meal selections or a prepared buffet tell customers more about a potential order than a photo of the dining room.
Also make sure customers can easily find the details mentioned in the ad. If it highlights delivery within a particular area, for example, name the towns you cover and explain any restrictions. Visitors can then tell whether the offer is available to them on the stated terms.
What do customers need to know before sending an enquiry?
The top of the page helps people decide whether they are interested in the offer. Further down, explain how you deliver the service and what customers can expect when working with you. That way, they do not have to contact you just to find out the basic terms.
So use your landing page to answer the questions customers most often ask before placing an order or making a booking:
What exactly does the service include, or what makes the product different?
What needs to be agreed separately?
How much does the service or product cost, or what determines the quote?
What does the process involve, and what needs to be prepared beforehand?
How long does the service take, or how soon will the order be dispatched?
Do customers need to book or order in advance, and if so, how far ahead?
Where can customers see examples of your work?
What do customer reviews say?
If you quote for each order individually, explain what information you need to prepare a proposal. It is also worth providing at least an indicative price range and explaining what affects the final cost.
How can you make it easy for customers to get in touch?
Choose a contact method that suits the service and lets you handle enquiries efficiently. A form is useful when you need a few details about the job before you can respond. If you take bookings by phone, make the number prominent, and if customers can choose their own appointment time, direct them to your booking calendar.
Button labels should make the next step clear. “Request a quote” may suit one situation, while “Book an appointment” fits another. Anyone sending an enquiry should be clear about whether they are placing a binding order.
In the form itself, ask only for what you need to give an initial response. For catering, that might mean the date of the event and the approximate number of guests, as well as an email address or phone number. Payment arrangements and full billing details can wait until both sides decide to work together. A long, complicated form risks putting customers off and sending them elsewhere.
Near the form, briefly explain what happens after it is submitted, whether you will call back, email a proposal or confirm availability. Also give a response time you can realistically meet.
What should you check before launching a campaign?
Before launching your ads or sending a newsletter, check that visitors can easily read the offer and send an enquiry once they reach the landing page. Test it on a phone and a computer, using the exact URL your campaign will link to. Check the following:
Does the page open without a long wait?
Can you read the text without zooming in, and does the content fit the screen?
Does the landing page clearly present the offer, answer common questions and address anything customers may be unsure about?
Do the buttons lead to the correct form, phone number or calendar?
Are the form fields easy to fill in, and do error messages clearly explain what needs correcting?
Does a confirmation appear after an enquiry is submitted?
Does the message actually reach the person who needs to handle it?
Decide how you will assess the results of the campaign, too. A click on a contact button does not necessarily mean someone has sent an enquiry. When tracking results, distinguish between opening a form and successfully submitting it, and between tapping a phone number and having a conversation. This will help you see where people stop and what needs checking.
Need a page for your campaign?
A simple landing page where customers can read the details and easily get in touch is often enough to promote a specific offer. We can build one through our Website in 24 hours service, without weeks of preparation.
The Starter package costs $275 net and includes a simple one-page website tailored to your business. We will make sure it is easy to read on phones and computers, loads quickly, and has the basic technical setup for SEO and AI search. Domain connection, the first year of hosting and launch support are also included.
You do not need to have graphics or copy ready. To get started, simply tell us what you want to promote, who the offer is for and how you plan to take enquiries. You can also show us examples of websites you like. If you already have photos and text you want to use, though, send those over too.
You can receive the first private preview in as little as 24 hours after providing the necessary information and giving final approval to the scope of work. You can then review the result at your own pace and send us your feedback for the included round of revisions. We will publish the page only after your approval.
After the first year, hosting costs $25 net per year, while you renew the domain at your registrar's rates. Before ordering, you will know both the cost of building the website and the basic ongoing costs.
If you need a page like this, get in touch and we will work out what suits your campaign. If you are planning additional features or integrations, we will discuss them before work begins and prepare a custom quote.
