Search6 min read
For an ad with one job — a call, an enquiry, buying one thing — a landing page almost always wins, because there the visitor can do only one thing. A website wins when people come to browse, compare or check you out. The question isn't which is nicer, but what the visitor needs to do.
First
The home page is built to explain everything to everyone. The person who clicked an ad for one specific thing doesn't want everything — they want what they clicked on.
Honestly
A landing page isn't the answer to everything. There are ads where it gets in the way.
How to tell
Opinions about the page are free and useless. Numbers are useful — and you only get them if they're measured from day one.
Clicks cost money; enquiries bring money in. The number of visitors tells you how much you've paid, and the number of enquiries what you've got for it.
The ad spend divided by the number of enquiries. It's the only figure by which two pages can be compared fairly — however beautiful they are.
Show someone the page for five seconds, then hide it. If they can't say what you offer and what they're supposed to do, the page hasn't done its job.
If you change the headline, the photo and the form all at once and the result improves, you don't know what helped. One at a time, with enough time in between.
A few days with few visits prove nothing. You decide once enough people have come through that it isn't chance.
A separate page the visitor lands on after submitting. It's the most reliable way for the ad platform to know which click led to an enquiry — see analytics and tracking.
Note
None of them shows up in the ad itself. They show up in the bill.
Questions
If your question isn't here, call us — we answer by phone too.
+359 882 95 89 89A single page built for one ad or campaign and for one action: a call, an enquiry, a sign-up, a purchase. There's no menu and nothing to distract.
The difference from a website isn't the size but the job. A website explains everything to everyone; a landing page wants one thing from one person.
You can, and for brand ads it's the right thing to do. For an ad with a specific offer, though, the home page almost always loses — people have to find what they clicked on by themselves.
A middle way is an inner page of the site for that specific service, provided it says exactly what the ad says.
Usually not. It's made for people arriving from ads and often repeats content from the site — so it's deliberately hidden from search engines.
The exception is when the page is genuinely standalone and useful. Then it can stay visible, but that's decided in advance.
One for each separate offer you're sending ads to. Three services with three different ads — three pages.
One page for everything combines the drawbacks of both worlds: it's neither a website nor a landing page.
By the cost per enquiry: the ad spend divided by the enquiries received. It's compared with the previous page or with another version of the same one.
The number of visitors isn't a measure — it shows how much you've paid, not what you've got.
Sometimes — if it's a proper service page with a clear answer, one main action and nothing superfluous. Pages like that on a website often work well as landing pages too.
But when the ad calls for removing the menu and everything else on the side, the two jobs start getting in each other's way, and it's better to keep them separate.
Related services
It's rarely just one thing. Here are the services that go with this one, and why.
Next step
Send us the address of the page your ads point to. We'll tell you what it's losing and whether a separate landing page is worth it — honestly.
