What should a landing page include?
Short answerA landing page needs a headline that matches what brought the visitor there, a clear statement of the offer, proof that you deliver, answers to the main objections, and one call to action repeated down the page. Remove the main navigation and anything else that pulls attention away. It should do one job for one audience.
Running ads to a page that doesn’t convert?
Send me the ad and the page. I’ll tell you where the message breaks down and what I’d fix first, within two business days.
The longer answer
Match the message to the source
A landing page is built for a specific group arriving from a specific place: a Google Ads campaign, an email, a flyer QR code. The headline should echo what they clicked. If the ad said “Emergency furnace repair in Calgary”, the page shouldn’t open with “Welcome to our company”.
That match reassures people they’re in the right place. A mismatch is one of the fastest ways to waste ad spend. If you run several campaigns for different services, each one deserves its own page.
The core pieces
- Headline and subhead stating the offer and who it’s for.
- A short value proposition: why you, in two or three points.
- Social proof: reviews, logos, project photos or results you can stand behind.
- How it works: a simple three-step process lowers anxiety.
- Objection handling: pricing approach, timing, guarantees, a few FAQs.
- One call to action, repeated after each section.
Order matters as much as content. Lead with the offer, then earn trust, then answer doubts. That’s the order most visitors think in.
What to leave out
Drop the full site navigation, the blog feed and unrelated services. Every exit is a chance to wander off. Keep the page fast, since paid traffic is often on phones. And don’t try to rank a campaign landing page and run ads to it at the same time if the goals differ. Ranking pages need breadth. Campaign pages need focus.
Tag your ad links with UTM parameters and track form submissions on the page, so you can see which campaign actually produced enquiries, not just clicks.
What I’d do
Nick Lovett, founder of Tavro
When I build a landing page, I start with the ad or email that sends people to it, and write the headline to match. Then I lay out the case the way a sceptical customer would want it: what is it, why you, proof, how it works, what it costs or how pricing works, and the button. No navigation, no distractions. I keep it prerendered and light so it loads quickly on mobile data. If a campaign isn’t converting, I check the match between ad and page before touching anything else.
Follow-up questions
A service page serves anyone browsing or searching. A landing page is built for one campaign or audience with a single action.
Usually not. Removing it keeps attention on the offer. A logo link to the homepage is enough.
Long enough to answer the questions someone has before acting. Simple offers can be short. Higher-value services usually need more.
Keep reading
- nick@tavro.ca
- 587-439-9994
- Calgary, Alberta