Web & CMS

Landing Page

A landing page is a focused page designed to convert visitors toward a single goal, often where users arrive from an ad or campaign.

Stripping away distractions and aligning the message with the ad that sent the visitor improves conversion. For example, a Google Ads campaign for SEO services should lead to a dedicated SEO landing page, not the homepage. Strong landing pages also raise ad Quality Score and lower costs.

Form length is the lever with the most predictable effect. Each additional field reduces completion, and fields that feel intrusive reduce it more than their number suggests, with company size and budget questions being common offenders. The usual argument for keeping them is lead qualification, which is worth weighing honestly against the leads never submitted. An alternative that often works better is asking for the minimum up front and qualifying afterward, either in a follow-up or through progressive profiling. Mobile deserves separate checking, since a form that is merely long on desktop can be genuinely difficult on a phone.