Landing pages

Who it is for

A landing page is a single page built for one purpose: a Google Ads campaign, a trade show, a recruitment push, an open day, a product launch or a seasonal offer. It is different from a normal web page because the visitor arrives with a specific intent, often from an ad or an email, and the page has one action for them to take.

Examples from the kinds of business we work with in Suffolk: a Felixstowe haulier recruiting HGV drivers; a Bury St Edmunds manufacturer exhibiting at a trade show and wanting a page for visitors; a Woodbridge wedding venue promoting open days; a Haverhill employer advertising technical roles; an Ipswich training provider filling a course.

If you are running paid marketing such as Google Ads or social ads, sending traffic to your home page usually wastes money. A focused page converts better because it matches what the ad promised.

What a good landing page contains

Section	Its job
Headline	Repeats the promise of the ad or email in plain words
Opening paragraph	Who this is for and what they get
The detail	Pay, dates, specifications, prices or whatever the visitor needs to decide
Proof	Real photographs, facts about the business, accreditations you hold
Questions	The objections people raise, answered
One action	A short form, a booking button or a phone link, repeated down the page

What it leaves out matters too: no main navigation competing for attention, no unrelated offers, no long company history.

Step by step

1. Brief. The campaign, the audience, the single action and how we will count it.
2. Message match. We read the ads, emails or printed material that will send people to the page, so the page continues the same message.
3. Copy. We write the page first, because on a landing page the words do most of the work.
4. Design and build. Mobile first, since most campaign traffic arrives on phones. Fast loading, a short form.
5. Tracking. Conversion events set up in analytics and, where used, in Google Ads.
6. Launch and test. We check every route into the page and every form submission.
7. Improve. After a few weeks of traffic, we review and change the weakest part.

How long it takes

A single landing page usually takes one to two weeks from brief to launch, faster if the copy and photographs are ready. A set of pages for several campaigns, or variants for testing, takes longer.

What drives the cost

• Copywriting. Whether we write it or you supply it.
• Integrations. Sending leads into a CRM, an applicant tracking system or email marketing.
• Variants. Separate versions for different audiences or A/B tests.
• Where it lives. On your existing site, or as a standalone page on its own address.

Common mistakes

• Sending ad traffic to the home page. Visitors have to hunt for the offer they clicked on.
• Long forms. Ask only for what you need to reply. For recruitment, a name, contact and a CV upload is often enough to start.
• Several competing calls to action. Pick one.
• No tracking. If you cannot count enquiries from the page, you cannot tell whether the campaign worked.
• Stock photography. Real photos of your people, premises and products are more convincing.

Recruitment landing pages

Recruitment is the most common reason Suffolk employers ask us for a landing page. Logistics firms around Felixstowe, manufacturers in Haverhill and Stowmarket, and care providers across the county are all competing for staff. A good recruitment page answers the questions applicants ask before they apply:

• What the job actually involves, day to day.
• Where it is based, and how people get there, including parking and public transport.
• Shift patterns and hours.
• Pay, or a range, where you are able to publish it.
• Licences, qualifications or experience needed, and what training you provide.
• What happens after someone applies, and how long it takes.

Real photographs of your workplace and people help more than any stock image, as long as staff are happy to appear. A short application form that accepts a CV from a phone is usually enough to start a conversation. Sending applications straight into your inbox or applicant tracking system means none get lost.

The same structure works for other single-purpose pages: an open day at a venue, a trade show stand, a new product launch. Write down the questions people ask, answer them in order, and make the action obvious.

How we measure it

The main figure is conversion rate: the share of visitors who complete the action. We also look at where visitors came from, how far they scroll and where they abandon the form. For paid campaigns we connect conversions back to the ads, so you can see cost per enquiry or cost per applicant rather than clicks.