You pay for clicks on your ads. Where do those visitors end up? For many businesses, it is the homepage. It feels logical, because that is where everything about your company is. Yet this is often how enquiries get lost.
In this article, you will read why a homepage is rarely the best destination for ad traffic. You will see what a landing page does differently, how to build one and how to find out whether it works. That way, you get more out of the same advertising budget.
Why your homepage is not built for ad traffic
A homepage has to serve many people at once. New visitors, existing customers, job applicants, suppliers and journalists all pass through it. That is why it has an extensive menu, a section about your story, news and often a link to vacancies.
A visitor who clicks on an ad wants something different. That person has just searched for a specific solution. They want to know quickly whether you offer it. If the answer is not immediately in view, the visitor goes back to the search results. You pay for the click, but get no enquiry.
A homepage therefore asks a lot of the visitor. They have to search, choose and work out what the next step is. The more effort that takes, the greater the chance that someone drops off.
What a landing page does differently
A landing page is a page you create for one goal and one target group. It is the place where visitors from an ad "land". The page has only one task: to get the visitor to respond. That response is called a conversion. The percentage of visitors who respond is called the conversion rate.
Three things make the difference.
One message. The page headline matches the ad that someone clicked on. If someone searched for a dormer extension in Hoorn, that is what appears at the top. The visitor sees straight away that they are in the right place.
One action. No menu with ten options. You show one clear button, such as request a quote, book a call or phone us. Every extra choice is a reason to do nothing.
Proof close by. A review, a result or a client logo helps hesitant visitors. Place it near the button, at the moment someone has to make a decision.
The result is usually a higher conversion rate for the same advertising budget. You do not pay more for your clicks, but you get more out of them.
How to build a landing page
You do not need a complicated page. A good landing page is often shorter than you think. Work through these steps.
- Start with the search query or the ad. What did someone type in, or what promise did you make in the ad? That becomes the basis for your headline.
- Write a clear headline and a short explanation. Say in one or two sentences what you offer and who it is for.
- Make the button visible straight away. Visitors should not have to scroll to respond. The button can appear again at the bottom.
- Mention the benefits, not just the features. What does it deliver for the visitor? Less hassle, fast delivery or a fixed price agreement?
- Add proof. Think of reviews, certifications, photos of previous work or a concrete result.
- Keep the form short. Ask only for what you need for the first step. Name, phone number or email address is often enough.
- Remove distractions. Leave out the main menu and unnecessary links, or make them small.
Also pay attention to loading speed, especially on mobile. A large share of your visitors probably arrive on a phone. A slow page costs you visitors before they have read a single word.
An example from practice
Suppose you run a company that installs dormer extensions in North Holland. You advertise on Google for search terms such as "dormer extension installation Hoorn". All clicks go to your homepage.
There, the visitor sees a general headline about craftsmanship since the company was founded. There is a menu with eight items, a news item about a trade fair and a block about vacancies. Nothing at the top is about dormer extensions in Hoorn. The visitor has to work out for themselves where to click. Many people do not.
Now you build a separate page for this campaign. The headline reads: "Dormer extension installation in Hoorn". Below it are three benefits, a few photos of completed projects in the area and a review from a satisfied customer. Next to the headline is a short quote button, with a phone number alongside it for people who prefer to call.
The menu is gone. The visitor sees what they were looking for and knows what they can do next. Your advertising budget stays the same, but more visitors get in touch. That is exactly what a landing page is for.
One landing page per campaign or per ad group?
The more specific the page, the better the match. But you do not need to build a separate page for every keyword. A good rule of thumb is to create one page per offer or per clear search intent.
If you advertise two services that have little to do with each other, each service should get its own page. If you advertise the same service in several towns, you can work with a standard template and adjust only the town name, the photos and the reviews.
The trigger matters too. Someone searching for a price wants to read something different from someone comparing options. Adapt your tone and your button accordingly. For a price enquiry, a quote button fits. For an exploratory search, a free checklist or a short advice call fits better.
An added benefit is that Google can assess the page better. If your page matches your ad well, this often has a positive effect on your quality score. That is the rating Google gives your ad and page together. A better score can lead to lower costs per click.
How to measure and improve your landing page
A landing page is never perfect first time. You learn from what visitors do. So make sure you measure your conversions properly. That means knowing how many people fill in a form, tap a call button or book an appointment.
Watch for these signals:
- The conversion rate of the page, meaning the share of visitors who respond.
- The number of people who leave the page immediately.
- The difference between mobile and desktop.
- The point at which people abandon the form.
- The cost per enquiry, not just the cost per click.
After that, change one thing at a time. Test a different headline, a different button text or a shorter form. Comparing two versions like this is called an A/B test. Let the test run long enough to get a fair picture. Too few visitors produces misleading results.
Frequently asked questions
Can I not simply use an existing page on my website?
Sometimes you can, if that page is about exactly that topic and offers one clear action. Usually, though, an ordinary website page contains a menu and plenty of distractions. A separate landing page gives you more control over the message and the result.
How long should a landing page be?
As long as it takes to convince the visitor, and no longer. For a simple service with a low threshold, a short page is enough. For an expensive or complex offer, you need more explanation and proof. In any case, place the button at the top.
Do I need a landing page for social advertising?
Yes, the logic is the same. People on social media are simply less focused on searching. So the page has to make clear quickly why the offer is interesting. Make the images and the text match the ad that someone clicked on.
Book a free 30-minute introductory call
Are you currently sending ad traffic to your homepage? Then there is probably untapped potential. In a free 30-minute introductory call, we will look at your campaigns and your pages with you. You will hear where the biggest opportunities lie and what to tackle first.
Adventio Marketing in Amersfoort helps you with Google Ads, social advertising, websites and tracking. Contact us and book your introductory call. There is no obligation.
