If you are buying clicks, the landing page is the second half of the ad. Most campaigns fail on the page rather than the targeting.
A landing page exists to convert paid traffic into one specific action. What decides whether it works is message match with the ad that sent the visitor, a single goal rather than a menu of options, a form asking only for what you need, and conversion tracking configured before the campaign starts rather than after.
The headline should echo the ad that sent them. A visitor who clicked an ad about GST billing software and lands on a page about digital transformation has already decided you wasted their tap. This single mismatch costs more campaigns than any design flaw.
A landing page with navigation, six links and three different actions is a homepage. Remove the escape routes and leave one thing to do. This is the change that most reliably moves conversion rate.
Every field costs completions. Name, phone and one qualifying question is usually enough to start a conversation. Ask for company, budget, timeline and designation and you will get fewer, better-qualified, and considerably fewer.
A slow landing page loses people you already paid for, which is the most expensive form of slow there is. Compressed images, minimal scripts, and a page that is usable before the tracking finishes loading.
Testimonials, client names, numbers, certifications, placed beside the form rather than at the bottom. The objection arrives at the moment of commitment, so the answer has to be there too.
If conversion tracking is added after the campaign starts, the first weeks of spend teach you nothing. Form submissions, calls and WhatsApp taps all need to register as events.
| Problem | What it costs |
|---|---|
| Ad says one thing, page says another | The click is paid for and wasted immediately |
| Full site navigation on the page | Visitors wander off instead of converting |
| Eight form fields | Most people abandon partway |
| No mobile testing | Most paid traffic in India is mobile |
| Phone number not tappable | Callers give up rather than copying digits |
| No conversion tracking | You optimise the campaign blind |
| One page for every campaign | No message match for any of them |
Fixing the first three usually produces a larger improvement than any amount of bid adjustment, and costs a fraction of the media budget you would otherwise spend learning it.
| Ask them | A good answer sounds like | Walk away if |
|---|---|---|
| Who owns the code and files? | You do, unconditionally, written into the contract | Ownership depends on staying with them |
| Can I open three things you built? | Live URLs you can check yourself | Screenshots and a portfolio PDF |
| What is explicitly not included? | A written list with change pricing agreed up front | Everything is included, which means nothing is defined |
| Who does the work day to day? | People you meet before signing | The pitch team is never seen again |
The exclusions question is the one most people forget, and it decides whether the final invoice matches the quote.
Each distinct offer deserves its own page with its own headline. Sending every campaign to one page means no campaign gets message match, and the page has to hedge between audiences.
We build the first page so your team can clone it for the next campaign and change the headline, proof and form without a developer. Otherwise every new campaign becomes a ticket.
One variable at a time, running long enough to mean something. Most landing page tests in this market are called after two days on forty visitors, which tells you nothing at all.
A landing page has one goal and no escape routes: no navigation, one action, and copy matched to the ad that sent the visitor. A homepage serves many audiences and routes people onward. Sending paid traffic to a homepage is the most common and most expensive campaign mistake.
As few as let you follow up usefully. Name and phone is often enough in the Indian market, plus one qualifying question. Each additional field reduces completions, so each one has to earn its place against the enquiries it costs you.
No. Navigation gives visitors somewhere else to go, and you paid for them to be here and do one thing. Removing it is among the cheapest and most reliable conversion improvements available.
For each distinct offer, yes. Message match is what makes paid traffic convert, and one page cannot match five different ads. We build the first so your team can duplicate it without a developer.
Set up conversion tracking before the campaign starts: form submissions, calls and WhatsApp taps as events. Then judge on cost per qualified enquiry rather than on clicks or time on page.
Often yes in this market, and use both. Many Indian buyers prefer WhatsApp to a form, and a tap-to-chat button alongside the form usually raises total enquiries. Make sure taps are tracked or you will undercount the page.
As long as it takes to answer the objections before the ask, which for a considered purchase is longer than most people expect. Short pages work for simple offers; complex or expensive ones need proof, detail and answers.
One to two weeks for a single page including copy, build and tracking. Faster if you have the copy and creative ready, and the constraint is usually approval rather than build time.
Send us what you are trying to fix and we will tell you what it takes, what it costs, and whether we are the right people for it. If we are not, we will say so.