What is a landing page?

A landing page is simply the page a visitor arrives on. The important part is that it is rarely your homepage. Somebody searching for emergency drain unblocking in Wakefield should land on a page about emergency drain unblocking in Wakefield, not on a general welcome page that makes them go looking.

What a good one does

It answers the question the visitor arrived with, in the heading, in the first two seconds. It shows proof that you have done this exact job before. It gives one obvious next step, usually a tappable phone number or a short quote form. Everything else on the page supports those three things.

It does not try to sell all eleven of your services. A page that tries to be about everything reads as being about nothing.

A worked example

A roofer was sending everyone who searched for flat roof repairs to his homepage, which opened with a wide shot of a pitched roof and a paragraph about the family firm.

The flat roof page we built instead opens with a flat roof, names the fault, names the towns, shows three jobs he has done, and puts the number under the thumb. Same firm, same work, same phone. The difference is that the visitor now recognises their own problem in the first line.

One page, one job

If you offer six services in four towns, that is not one page. It is a set of pages, each answering one question properly, each linking sensibly to the others. That is how a trade site earns calls across a whole patch rather than only for its own company name.

Common questions