6.6 Landing Pages

You need a dedicated landing page when:

• You're running paid ads (Google, Meta) -- each campaign should point to a page matching the ad's promise
• You're promoting a specific offer, event, or lead magnet
• You want to A/B test different messages without changing your main site
• You're targeting a specific audience segment

A high-converting landing page follows this proven structure:

• Headline -- clear benefit matching the ad. "Premium Photo Booth Hire for Your Perth Wedding -- From $750"
• Subheadline -- expand with supporting detail or social proof
• Hero image or video -- show the result (happy customers, product in action)
• Benefits -- 3--5 bullet points. Focus on outcomes, not features.
• Social proof -- testimonials, review count, client logos, "200+ events"
• CTA/form -- one action only. "Check Availability," "Get Your Free Quote," or "Download the Guide."
• FAQ section -- 3--5 objection-handling questions

Rules that directly affect conversion rate:

• Remove navigation -- no header menu, no footer links. The only exit is the form or closing the tab.
• One CTA only -- don't offer "Book Now" AND "Learn More" AND "Call Us."
• Message match -- headline must match the ad text exactly
• Mobile first -- 60--70% of ad clicks come from mobile
• Fast loading -- every additional second of load time reduces conversions by approximately 4.4% (Portent)

Choose a tool:

• WordPress: Block Editor (free) -- use a "no header/footer" template
• Standalone: Carrd ($19/yr) -- purpose-built for landing pages
• Advanced: Unbounce ($99/mo) -- includes A/B testing
• Custom: Single HTML page on your existing hosting. Fast, free, full control.

Before driving traffic:

• Install GTM (section 8.1) and Meta Pixel (section 8.2) on the page
• Set up a conversion event on form submission
• Create a thank-you page -- its URL becomes your conversion trigger
• Test the full flow: ad click --> landing page --> form --> thank-you page --> email notification