Landing page development

A landing page is a single-purpose web page, or a small set of pages, built for one specific action: an enquiry, a registration or a product presentation. It differs from a website in scope and purpose: a website serves the company's entire offer, while a landing page serves one campaign or topic.

Types of landing pages

• Campaign landing page - no navigation and a single action. The visitor arrives from an ad and either leaves their contact details or leaves.
• Product or service page - one offer in detail: who it is for, how it works, how long it takes and what results it delivers.
• Event page - the agenda, speakers and registration form in one place.
• Small information site - a few pages for a company that does not need a full website yet.

What a good landing page is made of

A landing page has one job, so its structure is stricter than a website's. The order we use follows the questions a visitor asks in the first seconds:

1. The offer on the first screen - what it is and which problem it solves, with no introduction about the company.
2. One primary action - a single button, visible straight away and repeated further down.
3. Proof - client logos, testimonials, figures or certificates.
4. Answers to doubts - timelines, guarantees, what happens after an enquiry.
5. A short form - only the fields needed to reply.
6. Measurement - conversion tracking in analytics and ad platforms from day one.

Process

A landing page project is shorter than a website project, but it follows the same steps. We start with the question of what we want the visitor to do, and only then write the content. Next come the layout, development, testing and launch. The usual timeline is two to four weeks.

If the page is built for advertising, we set up conversion tracking straight away: without it there is no way to tell which part of the campaign works. That is handled on the digital advertising side.

The most common mistakes

No clear action

The page talks about the company but does not say what to do next. One primary action has to be visible straight away and repeat as the visitor scrolls down.

A first screen about yourself

"A trusted company since 2009" tells the visitor nothing. The first screen has to name their problem or the result they are looking for.

Slow loading

Uncompressed images and a dozen third-party scripts can wreck a campaign before the first sentence is read. Every extra second costs you a share of visitors you have already paid for in advertising.

Nothing to measure

Without goals in analytics, the campaign result remains a matter of opinion. Tracking is set up together with the page, not a month later.

When a landing page is not enough

If you have many services and each has its own audience and keywords, a single page starts to get in the way: there is not enough room for everything, and search engines cannot tell what the page should rank for. That is the point to talk about a full corporate website. If you need user accounts, calculators or self-service, that is web application territory.