Landing page design that closes the click.

A homepage introduces you. A landing page asks for one thing.

A homepage has to serve everyone: the customer, the job applicant, the supplier, the person checking you're real. It's built to let people browse. A landing page is built for one audience arriving from one ad or one email, with one action available to them.

That's why sending paid traffic to a homepage usually underperforms. You've paid for a visitor with a specific intent, then handed them a menu. Read how conversion rate optimisation works.

A single well-built landing page with copy, design, build and tracking typically sits in the low thousands. A page templated off an existing design system costs less. A page that needs new photography, a custom form integration or a booking system costs more.

The honest answer depends on what already exists. If your brand, imagery and offer are settled, most of the cost is copy and build. If they aren't, that's the real project. See the full cost breakdown.

Two to three weeks for a single page, assuming copy approval doesn't stall. Week one is the offer, the research and the copy. Week two is design and build. Week three is tracking, testing and the handover.

Rush jobs are possible and usually cost you the research step, which is the step that makes the page work.

Not every ad, but every distinct offer and audience. If two campaigns promise different things, they need different pages. If they promise the same thing to different suburbs, one page with a good headline usually does the job.

The test is message match. If someone clicks an ad about emergency plumbing and lands on a page about bathroom renovations, you've paid for a bounce. See how the ad side works.

Clarity first, persuasion second.

The visitor needs to answer three questions in about five seconds: what is this, is it for me, and what do I do next. Everything else on the page is supporting evidence.

After that it's the boring things. One call to action repeated down the page. Proof near the ask, not buried at the bottom. A form short enough that filling it in feels smaller than the thing you're offering. Read the copy guide.

It depends entirely on what you're asking for. A newsletter signup might convert at 20% or more. A high-value B2B enquiry converting at 3% can be excellent. A quote request for a trade service usually sits somewhere between 5% and 15%.

The number that matters is not the benchmark, it's your own baseline moving. Comparing your page to an industry average tells you almost nothing about whether your page could be better.

Usually no, or a heavily reduced version. Every menu item is an exit route you paid for. The exception is when the visitor genuinely needs to check something before committing, like a pricing page or a proof of credentials.

In that case, link to it inside the page content rather than putting a full menu at the top.

As few as you can act on. Name, contact method and one qualifying question covers most service businesses. Every extra field costs you completions, and the cost rises fastest on mobile.

If sales insists on more qualification, put the extra questions on the thank-you page or in the first reply. You already have the lead by then.

Tracking, before launch, not after. Every form submit, call tap and booking click needs a GA4 event, and those events need to match what your ad platform counts as a conversion.

Without that, you're comparing an ad platform's number to a form inbox and guessing at the gap. Work out the return maths with the free ROAS calculator.

Both, in that order. The first version should be built on research rather than guesswork, so you start from a sensible place. Then you test, because the thing that lifts conversion is rarely the thing anyone predicted.

Testing needs traffic to be meaningful. If the page gets 200 visits a month, changes take a long time to prove anything, so focus the effort on the offer instead. Read how testing works in paid ads.

Yes, and that's usually the right call. The page inherits your domain authority, your tracking and your hosting, and you can edit it afterwards without paying anyone.

Standalone builders like Unbounce or Instapage are quicker to spin up and slower to own. If you're already on WordPress, building there keeps everything in one place. See how the builds work.

Yes, and more on mobile than anywhere else. Every additional second before the page is usable loses visitors who never see the offer, which means you paid for a click that produced nothing.

Google publishes its own guidance on this in the Core Web Vitals documentation, and it's worth reading before anyone adds another slider to the page.

Most paid traffic is mobile, so the mobile layout is the real design and the desktop version is the adaptation. Tap targets need to be genuinely tappable, the form needs the right keyboard for each field, and the call button belongs where a thumb reaches.

The Nielsen Norman Group mobile usability research is the reference worth arguing from when someone wants a carousel.

Aesthetic does, from a briefing call and whatever you already know about why people buy from you. Sales call recordings and the questions customers actually ask are worth more than any brief.

You review it before anything gets designed. Design on top of unapproved copy is how projects run over.

You get the page, the tracking, the events documented and a walkthrough of how to edit it. If you're on a conversion programme, the page gets reviewed monthly against the ad data and changed where the numbers say so.

If you're not, it's yours and you're free to run with it. No licence, no lock-in. See what ongoing optimisation involves.