Landing pages
the rules of conversion
A landing page is not a home page. One goal, one promise, one action: here is the structure, the proof to display and the mistakes that drive visitors away.
Six essential elements
In the order the visitor meets them.
A single promise
A headline stating the concrete benefit and who it is for. If the visitor hesitates for five seconds, they leave.
Proof
Named customer reviews, figures, logos, certifications and photos of real work.
One call to action
A single type of action repeated two or three times, with an explicit label rather than “Submit”.
A short form
Three or four fields are enough. Every extra field mechanically reduces submissions.
A considered mobile version
Most ad traffic is mobile: thumb-friendly buttons and adapted input fields.
A fast page
Beyond three seconds of loading, a large share of the ad budget is wasted.
How to build one
Six steps from promise to testing.
A quote, a booking or a download: only one, with no exception.
State the benefit in one sentence you can test on three real customers.
Reviews, figures, before and after, guarantees: nothing invented, everything verifiable.
Promise, benefits, proof, offer, objection handling, final action.
Take out the menu, external links and anything that distracts from the action.
Compare two headlines, two visuals, two button labels, one test at a time.
Frequently asked questions
Landing pages, advertising and measurement.
Can a landing page replace a website?
For a one-off campaign, yes. To build lasting credibility and organic search visibility, a full site is still needed.
How many form fields should I use?
Three or four: what you need in order to call back. Collect the rest during the conversation.
Should I display prices?
Showing a starting price filters out unqualified enquiries and improves lead quality, even if volume drops.
What conversion rate should I target?
Two to five percent on qualified paid traffic is a common benchmark, varying widely by sector and order value.
How do I measure conversions?
Declare an event on form submission and on call clicks, then reconcile them with quotes actually signed.
Is a landing page good for SEO?
It can rank if it is indexable and content-rich, but its primary role remains converting paid traffic.
A web project to move forward?
Describe your needs in a few lines: we reply within 48 working hours with concrete recommendations and a fixed quote if you want one.
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