What is a Landing Page?

Are you running digital ads that aren’t converting? You may need to invest in a high-quality landing page.

Unlike homepages, landing pages are highly specific and action-oriented. A cornerstone of digital advertising, they’re a simple yet powerful tool to improve ad performance and conversion rates.

This post from Adhesion offers a quick guide as to what exactly landing pages are and why they’re worth the effort.

What Is a Landing Page?

A landing page is a single, focused web page designed to guide visitors to take a specific action (e.g. make a purchase or fill in a form). Generally, it’s the page that people land on when they click on one of your ads. This is what separates landing pages from homepages or other generic pages: they’re conversion-focused. While your ad may acquire site visitors, it’s the landing page’s job to drive that conversion home – lead generation, sales, or otherwise.

What Makes Landing Pages So Effective?

• Focused Message: An individual page with a unique purpose holds less distraction for users, so it’s easier to direct their attention towards a specific goal.

• Easy to Test: You can run A/B tests on headlines, images, or forms to see what’s working best.

• Higher Conversion Rates: Tailored content and visual design drive action towards conversions.

• Better Ad Relevance: A landing page aligned to your ad copy usually improves ROAS (Return On Ad Spend) and your Google Ads Quality Score.

Your Quality Score directly affects your Ad Rank, which can limit the appearance of your ads if deemed poor. Performance can be improved by optimising your landing page experience – making sure your landing page is relevant and useful to users.

Tips for a High-Converting Landing Page

Landing pages should offer a seamless user experience from first click to conversion. Intent is key; every aspect of your page should support your strategy, with value-driven messaging and targeted visuals that draw the eye to your conversion goalposts: forms, purchases, etc.

Keep these tips in mind when building your page:

1. A strong, relevant headline
   
   
2. Short, benefit-led copy
   
   
3. Visuals that reinforce your offer
   
   
4. One clear call-to-action (CTA)
   
   
5. Mobile-first design
   
   
6. Fast loading time
   
   
7. Optional: social proof (testimonials, partners, etc.)
   

Landing Pages = Smarter Marketing

Optimising your website with effective landing pages is worth considering, especially if you’re running Meta or Google Ads. A small investment in the right page can mean a big difference in ROI – you’ll be fulfilling users’ expectations and capturing their attention. While ads can garner clicks, it’s up to your website to convert them.

Need help building high-performing landing pages? Talk to the Adhesion team – we build smart websites and campaigns that convert.