Campaign pages structured around visitor intent, arguments in the order objections arise, a calibrated form and measurement that says exactly where people are lost.
In a paid campaign, the cost per click is more or less set by the market. What you can control is what percentage of those people do something after arriving. Doubling that percentage means halving the cost per customer, without negotiating with anybody and without adding a penny to the budget.
And yet the budget split is almost always the same: nearly everything into ads, nearly nothing into the page they land on. Traffic is bought towards a page written in two hours or, worse, towards the site's home page, which talks simultaneously about every service and about the company's history.
A landing page is not a prettier page. It is a page with one job, from which everything not serving that job has been removed, including the menu.
The order is not aesthetic. It follows the sequence of questions in the head of somebody who has just clicked an ad and has not yet decided to stay.
| Section | The question in the visitor's head | What it has to do |
|---|---|---|
| The heading | Have I arrived in the right place? | Continue exactly the promise from the ad, in the same words. Out of sync with the ad, you lose most people in three seconds |
| The subheading | What does that mean concretely? | Say who it is for and what they get, without superlatives |
| Immediate proof | Are you real? | Numbers, clients, results, something verifiable, near the top rather than at the bottom of the page |
| The main action | What do I have to do? | A single button, with text saying what happens. Visible without scrolling |
| How it works | What am I getting into? | Three or four steps that remove the fear of the unknown |
| Objections | Yes, but my case is different | Every real reason for hesitation, addressed directly. The ones heard on the phone, not the imagined ones |
| Extended proof | Has it worked for somebody like me? | A case study with situation, intervention and result |
| The form | What does this cost me in effort? | Minimal fields, clear labels, errors explained next to the field |
| Repeating the action | Right, you have convinced me, where was the button? | The same action, at the end of the argument, so there is no need to scroll back |
The main menu, because every item in it is an exit from the page. Links to other sections of the site. The second and third actions competing with the first. Carousels. Windows appearing over the content after a few seconds. Every extra element divides attention, and attention is exactly what you paid for.
The single biggest win and the most frequently missed. If the ad promises something in a particular way, the page heading has to continue exactly there, in the same words. Any difference in phrasing produces hesitation, and hesitation on paid traffic translates directly into lost money.
In practice that means several page variants for several ad groups, not one for all of them. We build them on the same skeleton, so the additional cost is small.
Every field reduces submissions. But submissions are not the objective, real customers are. A field that removes completely unsuitable enquiries can be worth more than ten extra enquiries you process for nothing.
The calculation is made on data, not on principle. We measure how many submissions arrive and how many become customers, then adjust the fields according to what comes out.
A slow campaign page loses paid visitors before they see the first argument, and the loss applies to every click bought. It is the most expensive form of technical neglect there is.
We measure before publication, on mobile first, because most paid traffic comes from there. The technical detail of the optimisation is covered in the performance module.
The most frequent problem we find is not the page, but that nobody knows what happens on it. Conversions uncounted, counted twice, or attributed to the wrong channel.
We configure form submission tracking as an event, sources attributed correctly, plus behaviour recordings and scroll maps. The latter show exactly where people stop reading, which no traffic report tells you.
Testing two variants is the correct way to decide, but only when you have enough traffic. Below a few hundred conversions per variant, the difference you see is noise, and a decision taken on noise is worse than no decision, because it gives you unearned confidence.
With low traffic, which is the case for most businesses in Romania, we work differently: sequential improvements, one at a time, with measurement in between, plus behaviour recordings and conversations with people who have been through the page. These methods do not give statistical certainty, but they give the right direction, and the right direction beats an inconclusive test.
When you reach volume, we move to proper testing and tell you exactly at what threshold it starts to be worth it.
Because the home page talks to everybody at once, while somebody arriving from an ad has one very precise question. They have to find exactly what the ad promised, in the first second. When the ad says one thing and the page talks about something else, you pay for the click and lose the person. The difference between a dedicated page and the home page is usually a several fold increase in conversion, on the same budget.
As few as possible, but no fewer than you need in order to qualify. Every extra field reduces submissions, so the correct calculation is not how many submissions you receive but how many real customers come out. Sometimes one extra field that removes unsuitable enquiries is worth more than ten additional enquiries.
Two to three weeks from brief to publication, if the offer is clear. Most of it is the writing and the structuring of arguments, not the build. A page delivered in two days is a template with the text swapped.
Yes, but only if you have enough traffic. Below a few hundred conversions per variant, the result means nothing statistically, and decisions taken on noise are worse than no decision. With low traffic we work through sequential improvements and behaviour recordings, which say more than an inconclusive test.
It is part of the work, not a luxury. A campaign page that loads slowly loses paid visitors before they see the first argument, and that loss applies to every click you buy. We measure before publication and give you the figures.
We look at it and at the ads pointing there, then tell you concretely what you are losing and where. No obligation.