Landing page
design

What landing page design really involves

People often think a landing page is just a shorter website. In practice, landing page design is closer to writing a sales conversation than to decorating a page. The visitor came from an ad with one question in mind. The page has a few seconds to confirm "yes, this is it", then calmly walk them from interest to action.

So I start with the ad, not the layout. What keyword or audience sends traffic here? What did the ad promise? What usually stops people from calling in your industry: price, timing, trust, distance? The answers become the order of the sections. Only then do I design.

One page, one offer, one action

The most common reason landing pages fail is that they try to do too much. A page that sells furnace repair, AC installation and duct cleaning at once ends up selling none of them well. I build each landing page around one offer and one main action. Secondary options exist (a phone number for people who'd rather call than type) but they lead to the same result.

On mobile, the call or WhatsApp button stays pinned to the bottom of the screen. Forms ask only what you need to call back: name, phone and one qualifying question. Every extra field costs submissions.

Tracking from the first click

A landing page without tracking is a guessing game. Before launch I set up GA4 events for form submissions and call clicks, send conversions to Google Ads and Meta, and check that they fire correctly. That lets the ad platforms optimize toward real leads and lets you see what each enquiry costs. If you need deeper setup, I offer GA4 and Tag Manager configuration on its own.

Copy that sounds like your best salesperson

I write landing pages in plain Canadian English, short sentences, specific numbers. Instead of "high-quality service", the page says "same-day call-back, written quote before any work, two-year warranty on labour", if that's true for you. Instead of "affordable", a starting price. I ask you for these facts on the intro call; you never have to write copy yourself.

For campaigns in Quebec, the law expects a French version at least as complete as the English one; French versions are outside my work, so that side needs your own team or translator. Elsewhere, a second language can be a smart choice for immigrant communities, and I can write Polish, Russian and Ukrainian versions directly.

Typical mistakes in campaigns I take over

• The ad points to the homepage instead of a dedicated page.
• The form sends leads to an email nobody reads after 5 p.m.
• The page loads a heavy video before anything else, and mobile visitors give up.
• Conversion tracking counts page views as leads, so the numbers look great and the phone stays silent.
• One page serves several cities with the same text, which confuses both visitors and Google.

Where the page lives

A landing page can sit on your main domain, for example at a separate address like yourdomain.ca/furnace-repair, or on its own subdomain. I usually recommend the main domain: it keeps everything under one account, builds trust with returning visitors and is simpler to manage. The page is hidden from your main menu and, when it only exists for ads, kept out of search results so it doesn't compete with your regular service pages.

How many landing pages do you need?

Start with one for your most profitable service. Run ads for two to four weeks, look at the cost per lead and the quality of calls, then add the next page. This approach keeps your first spend small and shows what your market responds to. If you're deciding between a landing page and a full site, read landing page vs website, and for the ads themselves see Google Ads management. Once a page is running, small changes tested over time can lift results further; that's what conversion rate optimization is about.