A structure around the offer
The first screen answers what it is and what it costs within three seconds, then the objections are addressed.
The value of a landing page lies not in the design but in the structure: a sequence of blocks that leads to an action.
The first screen answers what it is and what it costs within three seconds, then the objections are addressed.
As few fields as possible. Every extra field lowers conversion, and a phone number plus a name is enough.
Fast loading matters more than effects: people arriving from an advert wait seconds.
Goals, events, call tracking where required. Without it the advertising budget is spent blind.
The enquiry lands in the pipeline with its source and its advertising campaign attached.
The ability to change headings and blocks quickly to test hypotheses.
From one week. Faster if the material is ready and the offer is clear.
We formulate the proposition and the objections. This is done before the design, otherwise the page ends up beautiful and empty.
The sequence of blocks and the text. Agreed as a diagram, without styling.
Styling, markup, forms, connection of analytics.
We hand it over to advertising, watch behaviour and fix the weak spots.
A landing page without analytics configured is an advertising budget thrown away. You see the spend but not which campaign and which block bring in enquiries. Setting up goals takes a couple of hours and has to happen before the first rouble goes into advertising.
Because it has no exits. On a site page a visitor wanders off into the menu, the catalogue, the about page. On a landing page there are two paths: leave an enquiry or close the tab. For paid traffic that gives a noticeably higher conversion.
One per offer or segment. A single page trying to sell a product, a service and a training course all at once loses to three narrow ones. This is not about cloning identical pages: each has its own offer and its own audience.
Only to a limited extent. A single page ranks poorly across different queries because all the semantics are squeezed into one page. Search needs a full site with separate pages for each business line.
Tell us about the offer and the audience. We will propose a structure and launch the page within a week.
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