Landing Page

Your homepage is the front of your shop — it welcomes everyone and points them in every direction. A landing page is a market stall: it’s selling one thing, and the only options are take it or walk away. No navigation menu, no links wandering off, one button.

Here’s the classic example. A Perth plumber runs Google Ads for “emergency plumber Perth” and sends that traffic to their homepage. That gives an urgent customer fifteen reasons to click somewhere other than the phone number. A landing page for the same ad says “Emergency Plumber — Call Now or Book Online” with one number, one button, and a few reviews. Same ad spend, two to five times the enquiries.

There’s a bonus if you’re running Google Ads: a landing page that closely matches your ad improves your Quality Score, which makes every click cheaper.

The most expensive mistake in paid advertising is sending ad traffic to your homepage. If you’re doing that, fix it before you spend another dollar.