A landing page carries the promise given in the ad to the detail that the visitor can decide. If the page opened when describing a particular service starts promoting the whole company, the visitor will have to re-search the answer he is looking for. The focus of the page should be planned with the campaign he came from.
Meet the expectations in the first section
The visitor should be able to understand what service he or she is seeing, who is appropriate for whom, and what will happen next. Use the title that describes the scope of the service instead of a general slogan. The text of the application button should also clearly state the action; direct purchase by meeting request are different expectations.
Respond to objections in logical order
Identify questions such as how the work works, what outputs are given, and for whom it is appropriate. Place actual work samples next to the relevant description. Use concrete information that the visitor can examine instead of unverified customer numbers or percentages of results.
Reduce the form by decision stage
Ask for the information needed to prepare the interview alone in the first interview request. Making a long project brief mandatory at first contact can create an unnecessary burden. Design what will happen when the form is sent, how to establish communication, and how to fix it when incorrect information is entered.
When evaluating the page, don't just change the button color. First check for more basic issues such as traffic source, message fit, form errors, and mobile usage. To see the effect of the design, it is necessary to define the measured action from the start; the number of visits and qualified submissions are not the same.
In what situation does the landing page need to be?
It can be used to explain a specific offer of a single campaign and move the visitor to the relevant step. It does not have to repeat the entire menu of the main page in a reduced format. The promise of service, proof, scope, and form should focus on the same need. The purpose of the page should be not only to get more forms, but to get the appropriate application; do not ask for information that the sales team will not use just for measurement.