One page, one offer
The simplest way to describe this service: each campaign gets a page that makes one offer and asks for one action. If your ad says "Request a commercial cleaning quote," the page talks about commercial cleaning quotes and nothing else.
Pages that try to cover every service tend to leave visitors unsure what to do next. A single offer keeps the copy short, the form clear and the measurement clean, because every form submission on that page means the same thing.
The work covers the page itself, the form, the consent wording beside it, the thank-you page that follows, and the tracking that records a submission. Whether people fill in the form is up to them and to the ads that send them there; the page can only make the offer easy to understand and easy to act on.
Hosting, ownership and handover
Before any page is built, settle where it will live and who controls it. Common setups:
- Pages on your existing website, edited by whoever runs your site
- A page builder account in your name, with the provider added as a user
- A builder account owned by the provider, which can be harder to move later
The simplest arrangement for most businesses is for you to own the domain, the builder or hosting account, the form tool and the ad accounts, with the provider working inside them. Then, if the engagement ends, the pages keep running and nothing needs rebuilding.
At handover, expect a list of live pages, the form connections, where submissions go, and any scripts or tags added along the way.
Questions to ask a landing page provider
Before you agree to anything, a few questions tell you a lot about how the work will run:
- Where will the pages be hosted, and whose account is that?
- If we stop working together, what happens to the pages and forms?
- How will the page copy match each ad group?
- How many form fields do you suggest, and why each one?
- Where will consent wording come from? (The answer should involve you and your counsel.)
- How will a submission be counted, and how do you avoid counting it twice?
- How do you check speed and mobile layout before launch?
- How do you decide when a page test is finished?
Answers should be specific. If an answer stays vague, ask for an example from the plan itself.
Questions about landing pages and forms
Do I need a separate landing page if I already have a website?
Not always. If your site already has a focused page for the service you advertise, with a clear form and fast loading on phones, it may work as is. A separate page helps when ads point at a home page with many paths, or when different campaigns need different offers.
Who writes the consent wording on the form?
You do, with your own counsel. If your team will call or text people who submit the form, the advertiser is responsible for the consent language and for keeping records. A provider places the wording you approve beside the submit button and links your privacy policy.
How long should a page test run?
Long enough to cover normal weekly patterns and to collect enough submissions on both versions to compare them. On small accounts that can take a while, and sometimes there is not enough traffic for a formal test at all. In that case changes are made one at a time and watched over a longer period.
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