A Landing Page Checklist Before You Start Paying for Ads

Before paying to bring people to your website, make sure the page can help them make a decision. A landing page is simply the page someone reaches after clicking your ad. It might be a dedicated campaign page or an existing service page.

Walk through the checks below with whoever will answer the enquiries. You need their input as much as the website designer's: a page can promise something that the team cannot reliably deliver.

Write down the promise behind the click

Put the ad beside the page. Do both name the same service, customer and location? If the ad offers a quote, the page should explain how to request one and what information is needed.

Google's own landing-page guidance recommends matching the destination page to the ad and making the advertised action easy to complete.

For example, an ad for office cleaning should lead to information about office cleaning. A visitor should not need to work through a general list of domestic, industrial and commercial services to find the offer that interested them.

Answer the questions that affect the decision

Ask the person who handles sales which questions come up before a customer agrees to the work. Use those answers to decide what belongs on the page.

• What is included? Describe the work and any important exclusions.
• Can you help me? Explain your service area and the types of customers you serve.
• What affects the price? Name the main factors if you cannot publish a useful fixed price.
• Why should I trust you? Show relevant work, genuine reviews and clear contact details.

Choose proof that supports this particular service. The James Bond Cleaning project is one example to explore when considering how a service business presents its work online. Avoid filling the page with unrelated achievements just because they are available.

Make the next step specific and honest

A button labelled “Request a quote” sets a different expectation from “Book now”. Use the label that matches what happens. If someone must wait for your team to check availability, say so before they submit.

Keep the first form focused on information you need to respond sensibly. For a local service, that might include the service required, location and preferred contact method. Save questions that need a conversation for the follow-up.

State when customers should expect a reply using a timeframe your team can maintain. Explain what happens outside your normal working hours.

Test the complete enquiry on a phone

Open the exact destination address from your proposed ad. Read the page using mobile data, then complete the form yourself.

Try leaving a required field empty. Check that the explanation is understandable and that the other answers remain in place. After submitting, confirm that the page acknowledges receipt and shows what happens next.

Now check the receiving end. Did the message arrive with the customer's answers? Can the responsible person reply? If there is a call button, does it use the correct number? A successful screen message is only one part of a working enquiry process.

Decide what you will count

Agree which actions matter before reviewing campaign reports. A button click, a submitted form, a suitable enquiry and a booked job describe different steps. Keep them separate so you can identify where people stop progressing.

Our guide to turning website enquiries into customers explains a practical follow-up workflow. If the checks reveal gaps in your page, talk to Kinstel about the changes before increasing the ad budget.