“What is a landing page?” is a question we’re often asked, as well as “How is it different to a normal web page?”
A landing page is basically the first page a visitor ‘lands on’ when visiting your website, usually from a paid advert (e.g. a Google Ad) or an organic promotion (e.g. a social media post).
Landing pages present a marketing message that is very specific, often focusing on the single promotion of a product or service you wish to currently advertise.
A well-designed landing page will showcase exactly what your customer is looking for, with a clear call-to-action so they do what you want them to do – which is usually to get in touch.
A landing page is ideal for ROI purposes because it is specifically there to convert, rather than simply providing information. It is also easier to measure a particular campaign’s performance if using a dedicated page to which the campaign points.
And like anything marketing-wise, it starts with some well-chosen words…

Copywriting and its importance
Essentially, a landing page’s copy is an add-in to the copy of an advert.
The advert features the lead message and copy highlights, and points to the landing page.
The landing page then expands upon the advert’s eye-catching copy and image choice, offering the reader slightly more information about what’s being ‘sold’.
Combined with a compelling call-to-action, the whole process is aimed at turning viewers into leads and leads into conversions.
And if then properly analysed, all the activity behind the scenes of the visitor traffic can give you the stats you need about click-through and conversion rates to make informed decisions about future spend on the campaign.
Which is something Better Websites can help you with.
Layout of landing pages
So, what should you include in a landing page?
As described, the point of the dedicated page is to focus your target audience on something specific; a capsule page for its own content within the website.
It might be a reference page for white paper-style content that sets itself apart from the more salesy content within your site, so useful for a destination for your customer when obtaining their lead magnet.
Or the reverse – a more salesy page aimed at promoting something more boldly.
However, either way, ultimately you want conversions, right?
Great – let’s get down to what’s required!
Reminder, then, a landing page is essentially a longer-form copy of your headline-grabbing paid advert or social media post from which the landing page is directed.
Therefore, you need:
- An attention-grabbing headline
- A sign-up form or contact form and/or phone number – all above the fold
- The body content, so compelling copy about your product(s) and/or service(s)
- Testimonials
- Media
- Examples of work
- A call-to-action

Hang on!
Isn’t this just a website page?
Well, no.
This is a page set-up around one focus point, so is a great opportunity to ensure the SEO is dedicated to its specific subject matter.
A bit like with a blog post, a landing page should consider the keyphrase options that would best enable your potential customer to pick your article over other links which appear in their search results.
This way, you have a whole page within your site entirely driven to the potential search terms the landing page is focusing on.
This seems like work – help!
Here at Better Websites, we’re experts in website development, and we have a tried and trusted SEO research process for both landing pages and entire websites.
It’s easy to get lost in your own products or services and not see the ‘wood for the trees’ in creating a landing page and its content that both sets itself apart from the rest of the website and offers something different to your competitors.
One of the best ways to arrive at a landing page campaign for your website is through a FREE business review, something we offer with all our website builds.
So, if you’re thinking of a new website, how to promote it and the onward marketing of the site after it is finished, Better Websites can offer you the full package, inclusive of consideration for future landing pages and the marketing needed around it.
Why not give us a call today on 0161 211 7568 and we can discuss your ideas with you.
Better Websites – believe in better!