Landing Page Design
Design the page to continue the ad, not restart the story.
Landing pages built around one audience, one offer and one conversion, with message continuity from the click that brought the visit.
Campaign pages
A landing page has one job. Everything else is a leak.
Paid and campaign traffic dies when the page introduces a second offer, a second audience or a navigation that invites browsing. We design a single argument: the promise from the ad, the proof that makes it believable, and one action. Continuity with search and social creative is treated as a requirement, not a nice extra.
Useful when
This is the brief when traffic already has a job.
- Google Search campaigns need a page that continues the query instead of the homepage.
- Meta lead programmes are sending people to a site that invites them to wander.
- A webinar, trial or audit offer needs a page that does not also sell four other things.
- Creative is being tested and the destination has to absorb new angles without a rebuild.
- Conversion rate on existing paid traffic is the constraint, not more budget.
- Sales wants fewer, better enquiries from a specific offer.
Typical constraints
The click was qualified. The page started over.
- The headline on the page does not match the query or the creative that earned the click.
- The page offers three next steps and none of them is obviously primary.
- Proof is buried below a long company story the visitor did not ask for.
- The form asks for more than sales will use, so completion drops.
- Mobile traffic meets a cropped desktop layout and a tiny tap target.
- Ads are tested weekly and the landing page has not changed in a year.
What you receive
One argument, specified for the traffic that will hit it.
The page is designed as a campaign asset: message, proof, action and measurement, ready to sit next to search and social creative.
01
Offer and audience brief
Who this page is for, what it promises, and what it refuses to sell.
02
Message hierarchy
Ad-aligned headline, supporting argument, objections and the single primary action.
03
Proof placement
Logos, numbers you can stand behind, process or examples placed where doubt appears.
04
Form or checkout design
Fields, trust and error states sized to the conversion you actually want.
05
Responsive campaign layout
The argument holds on a phone, including the action and the form.
06
Event and variant notes
What to measure and which sections are safe to test without breaking the story.
How a landing page is designed
Ad, offer, proof, action.
We start from the traffic source. If the page cannot continue that sentence, media is paying for a mismatch.
01
Restate the offer from the ad
Query, creative and landing headline must be the same promise in different clothes.
02
Write the message hierarchy
What must be understood before someone will act, and in what order.
03
Place proof where doubt appears
Evidence is designed into the argument, not stacked in a footer for decoration.
04
Design a single primary action
One conversion, with secondary paths removed or visually demoted.
05
Check continuity across devices
The same story, the same action, readable under paid-traffic impatience.
06
Mark the measurement events
View, start and complete named so media and the page can be judged together.
What we judge
The page should finish the sentence the ad started.
Offer continuity
The visitor does not have to re-learn what they clicked on.
One obvious action
Navigation and secondary links stop competing with the conversion.
Proof in the argument
Doubt is answered on the way to the form, not after it.
A page media can test against
Variants and events are named so creative tests have a destination that can learn.
Related work
Selected campaign page work will appear here.
Landing-page studies are published when we can show the offer path and the client clears the creative. No invented conversion rates appear on this page.
Published case studies will appear here when they are cleared.
Related services
Work that usually sits beside this.
Questions
Buying questions, answered directly.
Almost never, if the ad made a specific promise. A homepage has too many jobs. A landing page should continue the query or the creative and ask for one action.
Next move
If the ad and the page disagree, fix the page.
Send the live ads, the current destination and the conversion you count. We will say whether a new landing page, a form pass or a wider conversion programme is the useful start.