What Is a Landing Page and When You Need One

A landing page is a page with one goal. A visitor arrives from an ad, an email or social media, and the page leads them to one action: an enquiry, a call, a booking or a purchase. This guide explains how it differs from a regular page, what it must contain and when you need one.

What a landing page is

It is a page about one offer with one button or form. It has no main menu, no links to the blog and nothing else that pulls attention away.

An example: a salon runs an ad for a new treatment. A click on the ad leads to a page that describes that treatment, shows photos and reviews and offers appointment booking.

Landing page and home page

	Home page	Landing page
Goal	Present the whole business	One action
Menu	Yes	Usually not
Visitors	Everyone, from many sources	From one campaign
Content	All services	One offer

What a good landing page contains

1. A headline that repeats the promise from the ad. A visitor should see in a second that they are in the right place.
2. A short description of the offer. What they get, who it is for and how long it takes.
3. Proof. Reviews, numbers or photos of your work.
4. One call to action. The same button repeated a few times down the page.
5. A short form. Ask only for the details you really need.
6. Answers to frequent questions. Price, duration, what happens after the enquiry.

The page must open quickly on mobile, because most ad clicks come from phones.

When you need a landing page

• You run Google or Meta ads. An ad that leads to a page about that exact service brings more enquiries than one that leads to the home page.
• You have a special offer. A promotion, a new service or a seasonal package deserves its own page.
• You offer something free. A guide, a calculator or a free review in exchange for contact details.
• You want to compare two messages. Two versions of the page show which brings more enquiries.

How to measure success

The key number is the conversion rate: how many visitors in a hundred get in touch. If two hundred people visit the page and ten send an enquiry, the rate is 5%. Together with the cost per click, it shows what one enquiry costs you.

Landing pages at VRH Agency

I build landing pages together with the campaigns, so the ad, the page and enquiry tracking work as one. Read more on the website design and Google Ads pages, and book a free call through the contact page.