Landing Page

A landing page is a single page built to do one job, so a person clicks an advert, arrives, and either does what you asked or leaves. Nothing else sits on it, because a menu or the company history would only give that visitor somewhere else to go. One offer, one button and one page is the whole design.

Most of the money lost on advertising is lost by sending that click to the homepage. A homepage has to serve old customers, job seekers, suppliers and the press at once, so it asks the visitor to choose. The woman who clicked an advert for a mattress in Alexandria does not want a choice. She came for that mattress, its price and a way to say yes. Every extra option therefore costs you a share of the people you already paid for.

What sits at the top decides the rest, so a reader should see four things before scrolling. The first is what you sell, said in plain words, and the second is what it costs or how to find out. Then comes one clear button, and beside it a reason to believe you. A photo of real work will do, or a review signed with a full name. Stock photos of smiling strangers do the opposite, which is why they usually come off first.

Speed matters more than looks, because most of this traffic arrives on a phone and often on a weak signal. A page that takes six seconds loses a large share of those readers before they read a word. Keeping the pictures small fixes half of that. The other half is the form, so cut it down to the fields you will actually use. Name and phone bring more replies than name, phone, company, budget and how you heard about us. Linkysoft shortens the form first on a slow website project, because it is the cheapest win on the page.

One page is rarely enough on its own. Build a separate page for each offer and each audience, each carrying its own promise, so you can see which advert brings buyers rather than clicks. That comparison is the whole point, and it is where a digital marketing team earns its fee. Linkysoft usually builds three versions and keeps the one the numbers support, which is often not the one anyone liked in the meeting.