What makes it different from a normal page
- One purpose and one action
- Navigation reduced or removed
- Message matched to the advert that brought them
- Everything irrelevant to the decision removed
Sending paid traffic to your homepage is the most common and most expensive campaign mistake. The homepage serves everyone, which means it serves no campaign well.
Message match matters most
If the advert says “emergency boiler repair in Leeds”, the page must say that in the first heading. A generic services page loses visitors who thought they had clicked something specific.
That single alignment usually improves campaign performance more than anything else on the page.
What belongs on it
- The headline that matches the advert
- What you do, specifically, in one paragraph
- Price or price range
- Proof — a testimonial, a photograph, a number
- One clear action, repeated a second time further down
Build it in WordPress properly
A landing page template without the standard header navigation, built as a page template rather than assembled in a builder plugin.
That keeps it fast, which matters more here than anywhere — paid traffic on a slow page is money spent on people who leave before it loads.
Measure per page
Each landing page should have conversion tracking so you know which campaign produced which enquiry.
Without that, you are optimising advertising spend on clicks rather than on enquiries, which is the wrong number.