Create a Landing Page: How to Build a Page That Brings More Enquiries

The back door of the van says “Bathroom renovation from a single source” in big letters, with the web address underneath. A woman on the pavement types it into her phone and lands on a homepage with twelve menu items and a photo of the company building. There is no sign of the bathroom renovation. She closes the page.

One visit, no enquiry. This is exactly the moment a landing page is for: a page that matches one specific offer and leads the visitor to one action. It has to repeat the line from the vehicle and say what to do next.

What is a landing page, and how is it different from the homepage?

In Google Analytics, the landing page is simply the first page of a session, which can also be the homepage or a blog article. Google Ads means the page someone reaches after clicking an ad. In marketing, the term is narrower: a standalone page for a particular campaign, built around a single goal.

The homepage has to please everyone and offers many paths. The landing page sticks to one offer and one action, and has far fewer links.

That action is called a conversion, for example an enquiry or a call. Enquiries are also called leads, meaning contacts with potential customers. The conversion rate is the share of visitors who take the action. Google Ads gives this example: 50 conversions from 1,000 ad interactions make 5 %. A form is not a must. Google explicitly lists placing an order and calling as goals too.

When is a separate landing page worth it?

Mainly when visitors expect something specific:

• You are promoting one particular service or product, say bathroom renovation rather than “everything for the home”.
• There is a web address or a QR code on your vehicle, sign or flyer.
• You are collecting sign-ups, for an event or your email marketing, for instance.
• You run ads. Google recommends a page that matches the ad and keywords closely. In Google Ads, landing page experience is one of the three components of Quality Score.

A landing page can also be found without ads if it answers a specific search query well. Search engine optimisation (SEO) helps, but whether and where it appears is Google's decision. If you offer only one service and your homepage is clear, you don't necessarily need an extra page.

Landing page structure: the key elements

Headline and benefit in the visible area

“Above the fold” is the part of the page you see without scrolling. Google recommends showing important information at the top and not cluttering the page with ads or pop-ups. At the top goes a headline in your customers' own words. Below it, one sentence on what the customer gets out of it, and the button for the next step.

As with a sign, the headline has to make sense at a glance. “Welcome to our website” fails that test.

One offer, one call to action

The call to action, CTA for short, tells visitors what to do: “Request a quote”, “Call now”. According to Google, the desired action should be quick and easy. You don't have to remove the navigation for that. Google counts simple navigation as a sign of quality. We would still keep it lean. The imprint and the disclosure required under Austrian media law must stay one click away, usually in the footer (§ 5 of the Austrian E-Commerce Act, ECG; § 25 of the Austrian Media Act, MedienG), and the form carries a short note linking to the privacy policy (Art. 13 GDPR). These notes are not legal advice.

Trust: customer reviews, testimonials, a contact person

Google explicitly names reviews from other customers as a way to build trust. In practice that means genuine customer reviews, testimonials (short quotes from satisfied customers), a quality seal if you have one, and a named contact person with a phone number. Ask your customers beforehand whether you may show names, photos and quotes, and blur number plates and house numbers in photos.

Images or videos that show the offer

A photo of your own lettered vehicle in front of a job site says more than a stock image of smiling people in suits. Only what visitors recognise will convince them.

The form: only ask for what you really need

The Nielsen Norman Group, a user research institute, describes three steps every field demands: understand the question, find the information, type it in the expected format. The institute advises removing every field that isn't really needed, and cut its own form from six fields to two that way.

Even so, there is no fixed maximum number of fields. In the institute's view, longer forms are sometimes necessary. And people are more willing to hand over their details if they get something concrete in return, such as a quote or a consultation. These points come from the institute's articles published between 2015 and 2025.

Mobile and fast: landing page design for phones

The QR code on the vehicle gets scanned on the pavement, often one-handed. Google assesses pages based on their mobile version and calls a responsive design, one that adapts to any screen, the easiest option. Inputs should be short and easy to use with a thumb. Show the numeric keypad for the phone number and allow autofill; that is what the Nielsen Norman Group recommends in its checklist for mobile input (2015).

For loading time and user experience, Google has the Core Web Vitals. According to web.dev, these count as good:

• LCP (until the largest content is visible): 2.5 seconds at most
• INP (response to an input): 200 milliseconds at most
• CLS (how much the page shifts while loading): 0.1 at most

Good scores help your visitors. According to Google, they don't guarantee a top spot in search.

Create a landing page in five steps

1. Set the goal. One desired action: a call, an enquiry or a sign-up.
2. Clarify audience and offer. Who is the page for, and which line is on the vehicle, flyer or ad?
3. Copy before design. Headline, benefit, answers to the usual objections. Only then the layout.
4. Build the page and test it on a phone. Fill in the enquiry form yourself once, on your phone.
5. Set up tracking. Ideally before the first visitors arrive.

Measure and improve the conversion rate

In Google Analytics, what used to be called “conversions” are now key events. For a submitted enquiry to count, it has to be recorded as an event of its own. You then mark that event as a key event. The report “Reports > Engagement > Landing page” then shows sessions, active users and key events for each entry page. The number of visitors says little. Only the metric “Session key event rate” shows whether the page is doing its job. It isn't in the report by default; you add it via “Customise report”. Google Analytics stores cookies in the browser. In Austria this is generally only permitted with consent (§ 165 (3) of the Austrian Telecommunications Act 2021, TKG 2021), so tracking may only start once the visitor agrees in the cookie banner. Anyone who declines is missing from the figures. This is not legal advice.

You can improve a page with an A/B test: two versions are shown to randomly selected groups of visitors, and you see which one reaches the defined goal better. The Nielsen Norman Group advises (2024) setting the metric in advance and testing for at least one to two weeks.

We recommend changing only one thing per test, otherwise you won't know what made the difference. With few visitors, it takes a long time before a test tells you anything. And even a well-built page doesn't guarantee enquiries; it only removes obstacles.

From the vehicle to the page: when print and screen work together

The route to a landing page often starts at a sign, a shop window, vehicle graphics or a flyer. Then the page has to say the same thing as the print, in wording and design. How a consistent look comes about is covered in our corporate design tips.

So that you can see which medium brings visitors, each one gets its own target address with campaign parameters (UTM). Always set utm_source, utm_medium and utm_campaign, otherwise the report shows “(not set)”. Upper and lower case matter: “flyer” is not “Flyer”. If the vehicle shows a short address instead of a QR code, it redirects to the address with the parameters. Anyone who googles the company name instead won't show up under the vehicle in the report, but as a visitor from search. So the figures are a lower limit.

The QR code needs a clear quiet zone four modules wide all the way round; that is how Denso Wave, the company that developed the code, describes it. It gives no fixed minimum size, which depends on the amount of data, the print resolution and the reading distance. So scan the code from the proof print, from the distance it will later be read at. Why it can be easier when the page and the print come from one source is explained in our article on the benefits of full service.

The service hidden under the third menu item

A typical case, constructed for illustration: a plumber has his vehicles lettered. On the back is the service he most wants to sell, with the web address underneath. It leads to the homepage, where that service only turns up under the third menu item.

The fix: a dedicated landing page for exactly that service, with the same headline as on the back door. At the top a call button and a few fields for the enquiry, below that photos from job sites and reviews whose publication the customers have agreed to. The address on the vehicle gets campaign parameters, and the submitted enquiry is marked as a key event. Only the tracking will show what the page achieves.

The page starts on the back door

A landing page is the continuation of the sign. Whatever is on the vehicle has to be the first thing people see again on the page.

Three questions for your own page

A good landing page meets visitors where they come from. Check your own page:

• Does someone coming from your vehicle or your ad find the same line there straight away?
• Is it clear without scrolling what they should do next?
• Do you know how many visitors to this page actually get in touch?

If you hesitate over any of these, a second look is worthwhile. That is what our Visibility Check offers: free and with no obligation, with three to five recommendations, prioritised by impact. We look at your website, Google, AI search and social media, plus your sign, shop window and vehicle, using your photos and publicly visible images. The placement in the results is decided by Google and the AI providers themselves.

Frequently asked questions

What is the difference between a landing page and a homepage?

The homepage gives an overview of the whole company and offers many paths. A landing page sticks to one offer for a specific audience and leads to one action, such as an enquiry or a call. It has far fewer links. Anyone who comes from an ad or has typed in the address from your vehicle finds exactly what they expect there.

How long should a landing page be?

There is no fixed length. It should be long enough for the visitor to decide. A simple offer needs little text; one that needs explaining needs more. What matters is the order: the headline, the benefit and the call to action belong at the top, in the area visible without scrolling.

How much does it cost to have a landing page created?

That depends on the scope: how much copy and which images are needed, how complex the form is and whether tracking is set up at the same time. Where you should start is shown by our free, no-obligation Visibility Check: three to five recommendations, prioritised by impact.