Landing page
design

Landing page design is closer to sales than to decoration

Landing page design looks simple: one page, a headline, a button. The hard part is everything you don't see. A good page reproduces the conversation your best salesperson has with a hesitant customer: it confirms they came to the right place, makes the offer, answers the two or three worries that usually stop people, and asks for the call.

So I start from the traffic, not the layout. Which keywords or audiences send visitors here? What exactly did the ad promise? What do people in your industry usually object to: the price, the wait, the warranty, whether you're licensed in their state? The page is built to answer those, in that order.

One page, one offer, one action

Pages fail most often because they try to do too much. A page selling AC repair, furnace installation and duct cleaning at once ends up persuading nobody. I build one page per offer, with one main action: call, text or a short form. Everything else is removed, including the main menu.

On phones, the call button sticks to the bottom of the screen. Forms ask only for what you need to call back: name, phone and one qualifying question. If you plan to text leads back, the form gets a separate consent checkbox, because marketing texts fall under the TCPA; have your attorney confirm the wording.

Tracking before the first dollar is spent

Without tracking, a campaign is a guess. Before launch I set up GA4 events for form submissions and call clicks, send conversions to Google Ads and Meta, and check that a test lead shows up everywhere it should. That's how the ad platforms learn whom to show your ads to, and how you learn your real cost per lead. The deeper setup lives on the analytics page.

Copy that sounds like a person

I write in plain American English: short sentences, concrete numbers, no filler. Instead of "superior service", the page says "a technician at your door within four hours, written estimate before any work". Specifics turn readers into callers. If your audience needs a Spanish version, the copy comes from your team or translator and I build a matching page around it.

Industry rules matter too. Healthcare, legal, financial and housing ads all face extra platform policies, and a landing page has to stay consistent with them. I flag what I know and suggest you check details with counsel.

Mistakes I find in campaigns I take over

• Ads send everyone to the homepage instead of a dedicated page.
• The form emails an address nobody checks after 5 p.m.
• A heavy background video loads before the headline, and phone visitors leave.
• "Conversions" count page views, so reports look great while the phone stays quiet.
• One page serves five cities with identical text, which confuses visitors and Google.

Where the page should live

Usually on your main domain at its own address, such as yourcompany.com/ac-repair. That keeps reviews, brand searches and tracking in one place. A separate domain occasionally makes sense for a short promotion, but it starts with zero trust.

How many landing pages you need

Start with one, for your most profitable service. Run ads for two to four weeks, look at cost per lead and call quality, then build the next. That's far cheaper than launching six pages at once and discovering a month later that four of them never paid for their clicks. When you're ready to scale, I can manage Google Ads and Meta ads myself, and later improve results with conversion rate optimization.