UI/UX Design

Landing page design

You’re paying for every click. Sending that traffic to a general homepage wastes a lot of it. A good landing page continues the conversation the ad began.

Discuss Your Project

People click on an ad because of a specific promise, and they expect the page to deliver on it right away. If the ad says “emergency boiler repair in Croydon” and the page opens with a general welcome to your plumbing company, you’ve already lost many of them. Message match, where the headline clearly reflects the ad or the search, is one of the simplest and most effective improvements you can make. Google Ads also rewards relevant landing pages through Quality Score, which can affect what you pay.

Focus usually beats a full website structure here. One audience, one offer and one action, which might mean removing the main navigation so there are fewer ways to wander off. Everything on the page should help someone decide: what they’ll get, why they should believe you, and what happens after they click.

Proof, speed and honesty

Trust signals need to be real. Client logos, reviews and numbers should be ones you can stand behind, since fake or misleading claims can breach UK advertising rules and consumer law. Pages also need to load quickly on phones, because that’s where a lot of campaign traffic arrives, and every extra script competes with your message. Testing variations is covered by conversion rate optimisation.

Why campaign pages underperform

Sending ads to the homepage

Visitors have to work out for themselves where their offer has gone.

Mismatched messaging

The ad promises one thing, and the page leads with something else.

Slow, heavy page builders

Pages that load slowly on mobile data, with tracking tags adding even more.

What you get

Campaign-specific pages

A page built for each audience, offer or ad group that justifies one.

Copywriting

Headlines and persuasive copy based on what your customers care about.

Lightweight build

Fast pages, with analytics and conversion tracking set up properly.

Editable templates

A system that lets your team launch new variations without a developer.

Testing setup

A/B testing where your traffic can support it.

Where it fits

  • Google Ads and paid social campaigns
  • Product and event launches
  • Local service campaigns

Technology

  • Figma
  • Laravel
  • WordPress
  • Unbounce
  • GA4
  • Google Tag Manager
  • VWO

Landing Pages questions

Should landing pages be indexed by Google?
Campaign-only variations are usually kept out of the index to avoid duplicate pages. A landing page that’s meant to rank needs to be a proper, useful page in your site’s structure.
How many landing pages do we need?
One per distinct audience or offer. You don’t need one for each keyword, because near-identical pages are hard to maintain and rarely justify the effort.
Should we remove navigation?
For paid campaigns, removing it often helps people focus. Test it if you have enough traffic, though for high-consideration purchases, some people do want to read more about you.

Related services

Interested in Landing Page Design?

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