Landing Page

What exactly is a landing page?

Unlike a standard website page with its many links and navigation menus, a landing page is built around a single goal: conversion. It strips out every distraction (menu, full footer, outbound links) to guide the visitor towards one action: filling in a form, buying a product, signing up for a webinar or downloading a document.

A landing page is the final destination of a marketing campaign. It receives the traffic coming from Google Ads, Meta Ads, marketing emails or social media posts. Its average conversion rate is 5.89% across all sectors, against 2.35% for a standard website page. The best landing pages reach conversion rates of 11% to 25%.

The essential parts of a high-performing landing page

A landing page that converts follows a proven structure. The headline (H1) must grab attention in under 3 seconds and state the value proposition clearly. The subheading expands on the main benefit. The hero section often includes an image or a video that shows the result.

The body of the page sets out the benefits, not the features, uses bullet points to make reading easy, and includes social proof: customer testimonials with a photo and a real name, client logos, key figures (more than 500 happy customers), ratings and reviews. Social proof lifts conversions by 15 to 30% on average.

The CTA (call to action) must be visible above the fold and repeated 2 to 3 times down the page. The button text should express the benefit: "Get my free quote" converts 30% better than "Send".

The form: less is more

The number of form fields has a direct impact on the conversion rate. Going from 4 fields to 3 can lift conversions by 25%. For a lead generation landing page, stick to the bare essentials: name, email and perhaps a phone number. Multi-step forms, or wizards, work particularly well: the user starts with easy questions before giving their contact details.

Landing pages and SEA: the winning pair

A landing page is inseparable from a strong SEA strategy. Google Ads rates the quality of your landing page in its Quality Score. A landing page that is consistent with the ad, with the same message and the same promise, earns a higher Quality Score, which cuts your CPC by 20 to 50%.

Every ad campaign should have its own landing page with a tailored message. Someone who clicks an ad for "Website redesign" should not land on your home page, but on a page dedicated to redesigns with examples of past work.

Test and optimise continuously

The best marketing teams run A/B tests on their landing pages. Test one element at a time: headline, CTA, hero image, form length. Tools such as Google Optimize or VWO let you split traffic between two versions and measure the results. A 1% improvement in conversion rate can generate thousands of euros of extra revenue over a year.

The different types of landing page

Not every landing page serves the same purpose, and choosing the right format matters. The lead generation landing page collects contact details through a form in exchange for a quote, a guide or an appointment: it is the most common format for tradespeople and service businesses. The sales page is long and detailed, designed to sell a product or a course directly. The squeeze page is ultra-minimal, built around a single offer to maximise sign-ups. The click-through page warms the visitor up before sending them into a checkout funnel. Finally, the thank you page, often forgotten, is a golden opportunity to offer a next step or to reassure a new lead.

The common mistakes that sink conversions

Plenty of landing pages fail for avoidable reasons. Here are the most widespread traps:

- Keeping the navigation menu, which gives the visitor a thousand ways to leave without converting - Offering several competing actions instead of one clear goal - Asking for too much information in the form at first contact - Neglecting the mobile version even though it often accounts for 65% of traffic - Leaving out social proof, which reassures people and clears their doubts - Using a vague headline that does not say straight away what the visitor will gain - Placing the CTA too low, out of sight unless you scroll

Checklist before you go live

Before you send paid traffic to the page, check these essentials: the headline states a clear benefit you can grasp in 3 seconds, the main CTA is visible without scrolling, the social proof is present and credible (real reviews, figures, logos), the form asks only for what is strictly needed, the page loads in under 2.5 seconds, the mobile display is flawless, and conversion tracking is correctly set up in Google Analytics and Google Ads. Ticking these seven boxes before every campaign saves you from wasting ad budget on a page that does not convert.

The ideal structure of a landing page that converts

The best-performing landing pages all follow a logical sequence that takes the visitor from doubt to decision. At the top, the hero section states the promise and presents the first CTA. Then comes the statement of the problem the prospect faces, followed by the solution you provide. The benefits section turns your services into concrete results for the customer. Social proof, through reviews, testimonials and figures, reassures them just as doubt creeps in. An objections section answers the usual sticking points: price, timescale, commitment. Finally, the closing CTA restates the offer and invites action. This structure, often called the PAS framework (problem, agitation, solution), turns a simple page into a genuine conversion machine, as long as you stay concise and focused on one goal.

At ConvertiLab, we build bespoke landing pages optimised for conversion and for the Google Ads Quality Score. Every page is tested, measured and improved continuously.