Web DesignUpdated November 2, 2026

What is a landing page and how to build one that converts (with examples)

Four landing page examples by type of small business, annotated with what you can check on your own page, plus a 10-question check for when the page gets visits but no enquiries.

A landing page is a web page designed so that the visitor does one thing only: request a quote, book, buy or download something. Unlike the home page, it does not present the whole company: it answers a specific search or ad and removes everything that distracts from that action.

Quick summary

▸A landing page has a single goal: getting the visitor to request a quote, book, buy or download something.
▸It works when it repeats what the person searched for or what the ad promised, and removes everything that distracts from that action.
▸The examples below are annotated with 5 elements you can check on your own page, by type of business.
▸If your landing page does not convert, check in this order: message, traffic, form, mobile and tracking.
▸For Google Ads, landing page experience is one of the three components of Quality Score.

What is a landing page and how is it different from a home page?

A home page has to serve everyone: customers, job seekers, suppliers and people who just want your phone number. A landing page serves one person with one need. That is why it usually has fewer links, a more specific message and a single button.

Aspect	Home page	Landing page
Goal	Present the company and spread visitors across the site	Get one specific action
Where visitors come from	Brand searches, links and varied searches	An ad, a campaign or a specific search
Navigation	Full menu with many exits	No menu, or the bare minimum
Message	General: everything the company does	One only: the service or offer that was searched for
How it is measured	Visits and journeys across the site	Percentage of visitors who complete the action

It is the page your Google Ads campaignsshould point to: someone who clicks an ad for "boiler repair" wants to see exactly that, not your home page with every service you offer.

What elements does a landing page that converts have?

There is no single template, but these seven elements appear in almost every landing page that works:

1.A headline that repeats the search or the ad. Service and benefit in one sentence: "Boiler repair with a quote before we visit" says more than "Complete solutions for your home".
2.A subheading that says who it is for and what is included. Service area, timeframe or what the customer gets, with details you can deliver.
3.One main action. A button whose text says what happens when you click it ("Get a quote", "Book an appointment"), not "Submit" or "More information". It can be repeated down the page, but it is always the same action.
4.A short form. Only what you need for the first contact, with the privacy notice (GDPR) and a separate checkbox for marketing communications.
5.Real proof. Google reviews, professional registrations, years in business, guarantees or photos of your own work. No invented testimonials and no client logos without permission.
6.Answers to the doubts that hold people back. Price or how it is calculated, timeframes, service area, what happens after sending the form. A few short FAQs cover much of it.
7.Fast on mobile and properly tracked. It loads quickly, the button is visible without scrolling on a phone, and every form or call is recorded as a conversion.

Landing page examples, annotated by type of business

These are demonstration examples, described rather than screenshotted, so you can compare them with your page point by point. Each one has five elements you can check just by opening the page on your phone.

Local service: boiler repair

The person has a problem today and searches from their phone. The main action is to call or request a quote.

1.Headline: the service and the area you cover, matching the ad.
2.Call button visible on mobile without scrolling, which dials when tapped.
3.Response time in writing, only if you can always meet it.
4.Google reviews linked to your Business Profile so they can be checked.
5.Three-field form: name, phone or email, and what they need.

Clinic: first physiotherapy appointment

Trust and closeness matter most here. The main action is to book an appointment.

1.A specific treatment in the headline, not a general health slogan.
2.Who will treat you, with their qualification and registration number.
3.What the first visit includes, how long it lasts and its price or how it is set.
4.Simple booking: available time slots or a form with the preferred time.
5.A form without health data and no promises of results: clinical details are dealt with in the consultation.

Online shop: product campaign landing page

The person is comparing prices and conditions. The main action is to add to cart.

1.Product and price at the top, with VAT stated.
2.Shipping costs and delivery time visible before the cart, not at the end.
3.A single buy button, without banners for other offers around it.
4.Your own photos and dimensions or sizes, which is what raises most doubts.
5.Returns and buyer reviews linked from the same page.

B2B company: a service for other businesses

More than one person decides and the sale takes longer. The main action is to request a meeting or download a document.

1.A headline with the sector's problem and the type of company you serve.
2.How it works in three or four steps, with timeframes.
3.References or case studies only if they are real and the client has authorised them.
4.A form that qualifies: business email and one question about size or need. We explain it in how to generate quality leads.
5.What happens next: who replies, by which channel and within what timeframe.

A real example: our free diagnosis page

Mkt Web 360's free diagnosis page is a landing page with one action: requesting the report. The original page is in Spanish; these are its five elements:

1.Headline with a promise and a timeframe: a free diagnosis of your presence on Google and in AI, within 24 hours, in your inbox.
2.Three bullet points that remove risk: free and with no commitment; reviewed by a specialist; SEO, AI and Google Business Profile in the same report.
3.Form next to the headline: only name, email and website are required; phone, Business Profile and goal are optional.
4.What you receive and how it works, explained in blocks before the FAQ.
5.The same action at the end: the final button takes you back to the form.

It keeps the site menu because it also receives visits from the blog and from Google, not just from ads. On a landing page used only for campaigns we would remove it.

What mistakes stop a landing page from converting?

▸Several goals at once: call, write, follow on social media and subscribe, all on the same screen.
▸The full site menu: every link is an exit before converting.
▸A long form: asking for address, company or budget when they are not needed yet.
▸Sending the ad to the home page instead of the page for the advertised service.
▸A page designed for desktop: on mobile the button ends up at the bottom or the form is hard to fill in.
▸Proof that cannot be checked: anonymous testimonials, figures with no source or stock photos.

If these problems repeat across the whole site and not just one page, it may need more than a tweak: look at the signs your website needs a redesign.

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My landing page doesn't convert: a 10-question check

Answer them with the page open on your phone. Every "no" is a specific task:

1.Does the headline repeat what the person searched for or what the ad promised? If not, rewrite it with the service and the benefit.
2.Can someone tell in a few seconds what you offer, to whom and where? Show it to someone who does not know your business and ask them.
3.Is there a single main action? If there are three different buttons, pick one.
4.Is the button or form visible on mobile without scrolling? Check it on your own phone.
5.Does the form ask only for what is essential? Remove fields you do not use in your first reply.
6.Is there real, verifiable proof? Google reviews, registrations, guarantees or your own work.
7.Do you answer the doubts that hold people back? Price or how it is calculated, timeframe, area and what happens next.
8.Does it load quickly on mobile? PageSpeed Insights, Google's free tool, tells you what is slowing it down.
9.Is the right traffic arriving? Look at the search terms in Google Ads or the queries in Search Console: if they have nothing to do with your service, the problem comes before the page.
10.Are conversions tracked properly? Sometimes the landing page does convert, but forms or calls are not recorded. Send a test and check it shows up in Google Analytics 4 or Google Ads.

To decide where to start, match what you see in your data with the questions:

Symptom	Likely cause	Questions to review
Lots of visits and almost no enquiries	The message does not match the search, or the traffic is wrong	1, 2 and 9
People leave as soon as they arrive	Slow loading, or the page is not what the ad promised	1 and 8
They start the form and do not finish it	Too many fields or errors when submitting	4 and 5
Enquiries that are not a good fit	An ambiguous promise or missing information that filters	2 and 7
Analytics shows zero but emails arrive	The conversion is not being recorded	10

What does Google Ads ask of a landing page?

According to Google Ads Help, landing page experienceis one of the three components of Quality Score and reflects how relevant and useful the page is to people who click the ad. It is assessed by comparison with other advertisers' ads shown for the same search over the last 90 days, and its status can be "Above average", "Average" or "Below average".

What Google recommends in its official documentation:

What Google asks for	Where it says so
The page closely relates to the ad and the keywords	Optimize your ads and landing pages
The page matches the call to action in the ad	Optimize your ads and landing pages
Useful, original information about what you advertise, with the important parts near the top	Optimize your ads and landing pages
Easy navigation, no excess of ads or pop-ups, and built for mobile	Optimize your ads and landing pages
A consistent message from ad to page and faster loading	5 ways to use Quality Score to improve your performance
The destination works, can be crawled, is accessible and matches the display URL	Destination requirements (policy)

The "Landing pages" report in Google Ads shows, for each URL, clicks, CTR and the share of clicks that reach mobile-friendly pages. It is the first place to look if landing page experience is "Below average".

Which tool should you use to build a landing page?

Almost any tool will do. What makes a page convert is the content and the speed, not the tool. This table is not a ranking, just when each option fits:

Option	Fits if…	Watch out for
WordPress	Your site is already on WordPress and you want to edit the text yourself	Use a template without a menu, avoid unnecessary plugins and watch mobile speed
Next.js or another framework	You want full control of the code, performance and tracking	Every design change needs a developer
Landing page builders	You need to launch campaigns quickly and test variants	Monthly fee, a properly set-up custom domain and no duplicate content from your site

If you would rather we built it, we do it as part of our web design service, with conversion tracking included.

Is your landing page getting visits but no enquiries?

Our free diagnosis reviews your website's technical health, your visibility on Google and in AI assistants, your Google Business Profile and three search opportunities. You receive it by email within 24 business hours, with no commitment.

Request the free diagnosis

Frequently asked questions

What is a good conversion rate for a landing page?

There is no single figure that fits everyone: it depends on the sector, the offer and whether visitors arrive from an ad, from Google or from social media. The useful comparison is with your own page: the same landing page before and after a change, with the same type of traffic and the same period.

Does a landing page have to sit outside my website?

No. It can be one more page on your own domain, with its own URL. That way you measure everything in the same analytics property and visitors see the same brand as in the ad or on Google.

Should a landing page be long or short?

It depends on how hard the decision is. An urgent service needs little text and a phone number at hand. An expensive purchase or a business service needs more content, because there are more doubts to resolve before taking the step.

How many landing pages do I need?

One for each service or offer with a different intent. You do not need one per keyword: almost identical searches can go to the same page if visitors find exactly what they were looking for.

Can I run an A/B test with little traffic?

With few visits, an A/B test takes a long time to give a reliable result. In that case it is better to fix the obvious problems from the check first (headline, form, mobile and tracking) and compare periods.

Sources

Google Ads Help: About Quality Score for Search campaigns. Accessed 28/10/2026. https://support.google.com/google-ads/answer/2404197?hl=en
Google Ads Help: Optimize your ads and landing pages. Accessed 28/10/2026. https://support.google.com/google-ads/answer/6238826?hl=en
Google Ads Help: 5 ways to use Quality Score to improve your performance. Accessed 28/10/2026. https://support.google.com/google-ads/answer/6167130?hl=en
Google Ads Help: Evaluate the performance of your landing pages. Accessed 28/10/2026. https://support.google.com/google-ads/answer/7543502?hl=en
Google Ads policies: Destination requirements. Accessed 28/10/2026. https://support.google.com/adspolicy/answer/6368661?hl=en
PageSpeed Insights, Google's free tool. Accessed 28/10/2026. https://pagespeed.web.dev/

Related services: Web design · Google Ads management · Free diagnosis