Landing pages for search and social campaigns

What a landing page is for

A landing page is the page someone reaches after clicking an ad. It has one job: let the visitor understand the offer and decide whether to send their details. Your main website has to serve everyone, from job seekers to existing customers. A landing page serves one group of people who clicked one kind of ad.

That narrow focus shapes everything on it. The headline repeats what the ad promised. There is usually no main menu, so the visitor is not pulled off toward your blog or careers page. The form sits where it can be seen without hunting, and it asks only for what your sales process actually uses. The page is built to load quickly on a phone, because that is where much paid traffic arrives.

Consent wording, privacy link and thank-you page

Three small pieces of a landing page carry more weight than their size suggests.

Consent wording. If your team will call or text people who submit the form, the wording beside the submit button needs to cover that. The exact text is your decision, made with your own counsel; a provider places the approved wording and keeps it visible on every page version.

Privacy link. The form should link to your privacy policy so visitors can see how their details are handled.

Thank-you page. After submitting, people should land on a page confirming the request arrived and explaining what happens next, such as who will be in touch. This page is also a common place to record the conversion for GA4 and ad platforms, which keeps counting simple and avoids counting the same person twice.

Checking a proposal for landing page work

Proposals for landing page work vary a lot in what they include. Read one with these points in mind:

• How many pages or page versions are included, and what counts as a revision
• Whether form setup, the thank-you page and tracking are inside the scope or extra
• Where the pages will be hosted and who owns that account
• Whether testing is included and how tests are judged
• What ongoing edits cost, if anything, after launch
• What you receive at handover

Cost is usually driven by the number of pages, how much copy needs writing from scratch, the form and CRM connections, and whether ongoing testing is part of the work. A quote request can describe your campaigns so a service partner can scope it.

Questions about landing pages and forms

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