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Design & Build

Landing pages built for one action

A single page built for one campaign and one action, with nothing else on it. It matters most if you are running ads: sending paid traffic to your homepage means every click pays for a page that has to serve everyone, and the arithmetic of that is worse than it looks.

How it runs

What actually happens, in order

  1. Start with the search term, not the page

    Before anything is designed

    What did the person type, and what did the ad promise. The page has to continue that sentence. Ads pointing at a homepage break the sentence, and the visitor has to work out where to go next — which is where most of them leave.

  2. One action, decided in advance

    Call, form, or booking. Not all three. A page offering three ways to proceed converts worse than a page offering one, and it makes the measurement ambiguous, which is worse.

  3. Build it to load fast on mobile data

    Week 1

    Paid traffic is overwhelmingly mobile and often on a cell connection in a parking lot. A landing page that takes four seconds to appear has already lost a share of the clicks you paid for before anyone read a word of it.

  4. Measurement that survives the ad platform

    Week 1–2

    Conversion tracking configured server-side where possible, calls tracked with a number that reports which campaign produced them, and form submissions recorded independently of the ad account — so you can check the platform's numbers rather than take them.

  5. Test one thing at a time

    Ongoing

    Headline, offer, form length. One variable per test, run long enough to mean something. Local campaigns often have too little traffic for a valid A/B test, and when that is the case we will say so rather than report noise as a result.

Scope

What is included — and what is not

Both lists, because the second one is where projects go wrong and almost nobody publishes it.

  • One page per campaign or service, designed and built
  • Copy drafted from the ad and the search intent, for you to correct
  • Mobile-first build, measured on a real device on a real connection
  • Conversion tracking for forms and calls, verified end to end
  • A thank-you page that actually confirms what happens next
  • The page and its tracking handed over in your accounts, not ours
  • Ad account management, which is the Google Ads or Meta Ads service
  • Offer strategy — we will push back on an offer we think is weak, but the offer is yours

Straight answers

Questions people actually ask

Why not just send ads to my homepage?
Because a homepage has to serve every visitor and therefore serves none of them particularly well. Work the arithmetic on your own account: take your monthly ad spend, and ask what a five- or ten-point improvement in conversion rate would be worth against it. For most local advertisers spending meaningfully every month, a landing page pays for itself inside the first campaign — and if your spend is small enough that it would not, we will tell you that too.
How many landing pages do I need?
One per thing you sell that has its own search intent and its own ad group. An emergency plumber and a bathroom remodel are two different people typing two different things in two different states of mind, and one page cannot speak to both.
Should the page have my navigation on it?
Generally no. Every nav link is an exit from the one action you paid to get. The exception is when the visitor needs to verify you are a real, local business before they will call — in which case the answer is to put that proof on the page, not to send them off it.
Can you build it on Unbounce or Instapage instead?
We can, and for high-volume testing there is a case for it. For most local advertisers it is a monthly fee for a page that could live on your own site, ranks for nothing, and disappears if you stop paying. On your own domain it also earns organic traffic alongside the ads.
How do I know it is working?
Cost per inquiry, and then cost per job — not clicks or conversion rate alone. That means calls have to be tracked back to campaigns, which is part of the build. Without it you are optimizing a number that has no relationship to your revenue.

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