Summary
Landing pages are essential for turning ad clicks into conversions. Unlike a general web page, a landing page is designed with one clear goal - encouraging users to take action. In this guide, Website Success explain what a landing page is, why it matters, and how businesses can use them to improve digital marketing results in 2025.
If you're investing in digital marketing campaigns, a landing page could be the missing link between your ads and actual results. But what exactly is a landing page - and why is it so important?
Website Success are here to break it down for you in plain English:
What Is a Landing Page?
A landing page is a standalone web page created specifically for a marketing or advertising campaign. It’s where someone ‘lands’ after clicking on a link in a Google Ad, Facebook or Instagram ad or marketing email.
Unlike your homepage or a general services page, which usually contain multiple routes and messages, a landing page is designed with one clear goal: to drive action. This is known as a call to action (CTA).
Think of it like a focused one-to-one conversation with your potential customer - rather than a general chat about everything your business offers.
Why Are Landing Pages So Effective?
If you're sending ad traffic to a general page on your website, you could be losing valuable leads or sales. Here's why purpose-built landing pages outperform general pages:
Tailored messaging that matches your ad copy
Single, focused CTA to guide user action
Minimal distractions, with limited navigation options
Higher conversion rates, making your ad spend go further
Improved relevance, which can reduce your Google Ads cost-per-click
In short - they just work better. They give people exactly what they came for, without the noise.
Two Common Types of Landing Pages
The best type of landing page depends on your business and campaign goals. Here are the two most widely used formats:
1. Lead Generation Landing Pages
Also called lead capture pages, these include a form to collect key customer details such as name, email address and phone number.
These are ideal for:
Downloadable guides or eBooks
Free resources or templates
No-obligation quotes
Webinar or event sign-ups
Building your mailing list
Offering something valuable (e.g. a PDF guide or discount code) in exchange for contact details can significantly boost conversions. Think of it as a fair trade - you offer something useful, and your customer gives you a way to stay in touch. Read more about lead magnets here.
2. Clickthrough Landing Pages
Perfect for eCommerce or SaaS brands, clickthrough pages guide users straight into a transaction or sign-up process.
They usually include:
A clear product or service offer
Eye-catching visuals or benefits
A strong CTA button (e.g. “Buy Now” or “Start Free Trial”)
This type of landing page is all about warming up your visitor - and then making it really easy for them to take the next step.
Landing Page Best Practices for UK Businesses in 2025
People expect a fast, relevant and smooth online experience. Here’s how to make sure your landing page delivers:
Keep It Relevant
Match the headline, offer and tone of your landing page to your original ad. A disconnect here leads to drop-offs.
Consistency builds trust – and trust leads to clicks.
Minimise Distractions
Avoid adding unnecessary links or menus. Keep the user focused on your main CTA.
Make the Benefits Crystal Clear
Ask yourself: “What’s in it for the visitor?” Prioritise how your product or service solves a problem or adds value.
No one buys features - they buy benefits. So, tell them exactly how you’re going to make their life easier.
Make Sure It’s Mobile Friendly
Over 80% of UK users view landing pages on mobile. Make sure your page loads fast and is easy to navigate on smaller screens.
Do I Really Need a Landing Page for My Ads?
If you’re running Google Ads, Facebook, Instagram, or LinkedIn campaigns, the answer is yes - absolutely.
Sending users to a generic page like your homepage or contact page often results in confusion and high bounce rates. A well-crafted landing page provides:
Better user experience
Higher chance of conversions
Greater return on your ad spend
A smoother journey from ad click to action
It’s all about making things easier - for you and your customer.
Need Help Creating Landing Pages That Convert?
Website Success work with UK businesses to design, write and build high-performing landing pages tailored to their campaigns.
Whether you’re promoting a special offer, growing your email list, or launching a new service, our team of content writers, designers and developers are here to help.
Ready to get started?
Call our Chichester digital marketing agency today on 01243888555 or click here to book a chat in our diary.
