A landing page is not a smaller version of your website
A homepage has to serve everybody: the customer ready to call, the one comparing three companies, the one looking for a job. A landing page has to serve one person who clicked one ad about one thing. Every link that takes them somewhere else is a way to lose them.
That is why landing pages drop the navigation, drop the service menu, and say one thing. It feels wrong the first time an owner sees it. It is also why it converts.
The page has to say what the ad said
If the ad promised same day service in Kansas City and the page opens with a paragraph about the company's history, the visitor has already decided. Message match is the cheapest conversion fix there is and it is skipped constantly, usually because the ads and the site were built by different people at different times.
We write the page against the ad group it serves. If you run five ad groups that promise different things, that is five pages, not one page with five headings.
Most leaks happen at the form
Every field you add costs you submissions. Asking for a street address before you have earned the right to it loses people who would have called. So does a form that fails silently on a phone, which is more common than anyone wants to admit because nobody tests it on a phone on cell data.
We keep the field count honest, test the form on real devices, and make the phone number tappable at the top where a person who would rather just call can find it.
Proof belongs above the fold, not at the bottom
Reviews, a real photo of real work, a license number, a guarantee: whatever makes somebody believe you, put it where it is seen before they have to scroll. A testimonial carousel at the bottom of a page is a testimonial nobody read.
For a Kansas City service business the strongest proof is usually the most local one. A job on a street the visitor recognizes beats a five star average from nowhere in particular.
A slow landing page is a more expensive click
You pay for the click whether or not the page loads. On a phone with weak signal, a page carrying a video header and four tracking scripts can lose a third of the people you just bought. That is budget spent on nothing.
Landing pages should be the lightest thing on your site. We build them that way and measure what they do on cell data, not on office wifi.
Knowing which page produced which call
A landing page you cannot measure is a landing page you cannot improve. Call tracking and form tracking configured so each lead is attributed to the page and the ad group that produced it, and so the numbers in the report are events that actually happened.
If you want the same thinking applied to the whole site rather than one page, that is the Kansas City web design work.
What we need from you to build one
The offer, stated the way you would say it on the phone. Not the marketing version, the version that makes somebody book. Most of the time the owner already knows exactly what makes people say yes and has never written it down.
Then the proof. A recent job with a photo, a review that mentions the specific thing the ad promises, a license or certification number if it matters in your trade. Generic proof converts worse than none because it reads as filler.
Last, where the leads should go. An inbox somebody actually watches, a phone that gets answered, or a CRM. A landing page that generates leads nobody follows up on has not solved anything.
Landing page questions we get asked
No navigation, one offer, one action. A normal page lets somebody wander your site, which is what you want from organic traffic. A landing page serves somebody who clicked a specific ad, and every extra option costs you conversions.
One per thing you actually promise. If you run ads for three services, three pages. Sending all of them to one page means two thirds of your visitors read a headline about something they did not search for.
Yes, usually as a page with the navigation and footer suppressed. That keeps everything in one place and one hosting bill. A separate landing page tool is only worth it if you are running a lot of tests.
Usually not, and that is fine. A landing page is built for paid traffic. If you want the page to rank organically it needs to be a different kind of page, with navigation, depth and internal links. Trying to do both is how you get a page that does neither.
A single page against an existing ad group is typically one to two weeks, most of which is agreeing the offer and getting the proof assets. The build itself is the fast part.
Paying for clicks that go nowhere?
We will map where you rank across Kansas City and show you the gaps.