Landing pages
Landing page design that keeps your ad's promise
One promise, the proof behind it and one next step that works on a phone. That is what lowers the price of every lead you buy.
Paid traffic deserves a page built for it
Landing page design matters the moment you pay for visitors. Someone clicks an ad for one specific offer and arrives on a home page built for everyone: a menu, a slider, five services. They have to search for what they were promised, and many stop searching. You paid for that click anyway.
A landing page removes the search. It repeats the ad's promise in the same words, shows the proof that makes it believable and asks for one step. This page covers when a separate page is worth it, what each part has to do, what a lead costs at each conversion rate, how to run one campaign across several countries, and where landing pages usually lose people.
Three questions before you brief anyone
Not every campaign needs its own page. Answer these first.
- Choose a separate page ifthe ad promotes an offer, a deadline or an audience that your site does not speak to: a trial for companies when your site talks to consumers, a launch price, an event.
- Choose an existing page ifthe ad simply sells a service your site already explains well and that page should also rank in Google. Make that page stronger instead of building a second one.
- Choose a set of pages ifyou advertise per audience, per product or per country. Each page then gets its own promise and its own proof, not the same copy with one word swapped.
- Skip it for now ifyour monthly ad budget is a few hundred euros. Your first gain is a better service page, not a page nobody has enough traffic to judge.
What a landing page is, and how it differs from a home page, is in the glossary under landing page.
Message match, part by part
| Part | Its job | How it fails |
|---|---|---|
| Headline | the ad's promise, in the ad's words | a brand slogan the visitor never clicked on |
| First screen | what they get, and a button, also at 390 pixels wide | the button sits three scrolls down |
| Proof | work, a price or a review that backs this exact promise | client logos for something else |
| The ask | only what you need to reply | a twelve-field form with a CAPTCHA |
| Friction | answers the main doubt before it is asked | price, delivery or contract terms hidden |
| Tracking | each lead tied to the ad that brought it | leads in the inbox, no idea which ad paid |
Google scores the fit too. Quality Score in Google Ads runs from 1 to 10 per keyword and rests on three parts: expected click-through rate, ad relevance and landing page experience. A page that repeats the search term and keeps the promise improves the third, which feeds what you pay per click. How the auction prices clicks is in how much Google Ads costs, and Meta per market in how much Facebook ads cost.
What a lead costs at each conversion rate
| Conversion rate | Leads | Cost per lead |
|---|---|---|
| 1 percent | 10 | 200 euros |
| 2.5 percent | 25 | 80 euros |
| 6.6 percent | 66 | 30 euros |
| 10 percent | 100 | 20 euros |
6.6 percent is the median conversion rate of landing pages across all industries; half of all landing pages do worse. Going from 2.5 to 6.6 percent cuts the cost of a lead by more than half without spending a euro more on ads. Check your own return with the ROAS calculator, and work back from the leads you want with the Google Ads budget calculator.
One ad budget, two kinds of page
1,000 clicks from Google Ads at EUR 1.50: a budget of EUR 1,500, sent to two kinds of page
Your home pageEverything for everyone, the form at the bottom
20 leads2% conversion
EUR 75per lead
A landing pageOne promise, the proof, one form
6.6% conversion
EUR 23per lead
Example. 6.6 percent is the median conversion rate of landing pages across all industries; 2 percent for a general page is an assumption. Your own numbers are in your ad account.
One campaign, several countries
A campaign that runs in Germany, France and the Netherlands needs a page per market, not one page with a language switch in the corner. Each version speaks the visitor's language with their own words and examples, shows prices the way that market expects them (consumers see prices including VAT), and offers the contact route they use: a local phone number, WhatsApp, or a form that replies in their language. Measure each market on its own; an offer that converts in Dutch can need another headline in French. How we build sites in several languages is on multilingual website development, and why a French version is more than a translation is in a website in French and Dutch.
Pick the next step your buyer already uses
| Next step | Works best for | What it asks of you |
|---|---|---|
| A call button | urgent jobs, older buyers, high-value local services | someone who picks up during opening hours |
| WhatsApp with a first line filled in | consumers who want a quick price | replies within hours, also in the evening |
| A short form | B2B requests that need details before a quote | a reply within one working day |
| A booking calendar | consultations, demos, appointments | a calendar you keep up to date |
| A calculator that shows a price | projects where price is the main doubt | prices you are willing to publish as a range |
One step per page. Two buttons for two audiences can work; four buttons for one audience is a menu again. Improving the share of visitors who take that step is what conversion rate optimisation means, and the questions in our website brief template help you decide the step before anyone designs a pixel.
Where landing pages lose people
The price of a campaign page
From1,500 euros
A landing page is a one-pager, and we build those from 1,500 euros, at a fixed price per part agreed after a first call. What moves the price:
- Markets and languagesA version per country or language, each with its own copy rather than a translation.
- The askA short form is quick; a calculator or a product picker that shows a price is custom work.
- Tracking with consentEvery lead tied to its ad, with a consent step that keeps pixels off until the visitor agrees.
The first month after launch
- Week 1: check the plumbingSend a test lead from a phone in each market. Does it arrive, does the confirmation go out, is it counted against the right ad?
- Week 2: read where people stopHow many reach the form, how many start it, how many send it. The biggest drop tells you what to change first.
- Weeks 3 and 4: change one thingThe headline, the first image or the number of fields. One at a time, compared with the weeks before.
- After a month: keep or cutCompare the cost per lead with your target. A page that still misses it after two rounds needs a new offer, not new colours.
Website design
How VBS builds landing pages for campaigns
We start from your ad or search term and write a headline that makes the same promise. Below it, proof that fits that promise and a next step your customer already uses. For Park & Wash, a car detailer in Ghent, that is a one-pager with two routes: private customers ask for a price on WhatsApp, companies with a fleet use their own form, and the Meta pixel only counts after consent. For SN Group we built a cost calculator where visitors price their own project. A full site sits under website design. Book a call and send us your ad.
A page for your next campaign?
Send us your ad or search term. We say what the page must do and what it costs.
Rather get in touch right away?