You’re paying for ads and people are visiting your site, but you’re barely seeing results.
It’s easy to assume you need to increase the budget or change agencies. Usually, though, it’s worth following the same path as a potential client first and checking what they actually see after clicking your ad.
The problem may be on the landing page itself.
What is a landing page and when should you create one?
A landing page is a web page built around one offer and one primary conversion goal. People may reach it from an ad, a search result or a message. Its content should help them evaluate the offer and take a specific next step. That action might be:
- buying a product,
- sending an inquiry about a service,
- signing up for a webinar.
- For paid consultations, you might want the client to choose a time and pay straight away.
Each of these decisions calls for slightly different information. [3]
You create a separate landing page to tailor your message to a particular audience. Perhaps you’re promoting one product while your company offers a much wider range. Or you have a service for a specific industry whose needs deserve more detail than a general services page can provide.
The most important rule for a landing page
The most important rule for a landing page: the more closely you address your clients’ problems, the better your chances of making a sale. The offer on the page should suit a specific audience and answer the questions holding them back from buying.
Look at it from your client’s point of view:
Here’s the first example. Say a client owns a Mazda MX-5 and needs to get it repaired.
- They’ll start by looking for a repair shop.
- They’ll be more inclined to choose a shop that specializes in repairing Mazdas.
- But their first choice would be a shop that specializes in the Mazda MX-5.
Here’s a second example: a client has a legal problem involving a property sale. In that situation:
- they’ll start by looking for a lawyer,
- they’ll be more inclined to choose a real estate lawyer,
- but their first choice would be a real estate lawyer who knows their area and has experience with similar cases. That lawyer also knows the relevant case law.
The principle is simple:
+ The more closely an offer addresses the client’s problem, in their own judgment, the easier it is for them to decide to buy.
- The more generic the offer, the lower the chances of a sale.
Someone should see your landing page and think: “That’s exactly the solution to my problem!”
Where do you start designing? With the client
First, you need to understand your clients. Find out what questions they have and how much they already know about what you offer. Only then does designing the page make sense. An experienced engineer needs different explanations from someone who is just getting to know the subject.
Before you open a website builder, describe the client’s situation as they consider your offer, including how they’ll reach the page. I’d start by answering four questions:
- Who is this particular offer for, and what problem are they trying to solve?
- What does this person already know about you after seeing your ad or reading your message?
- What exactly will they get if they decide to work with you?
- What is a reasonable next step for them at this point?
Let’s use a dietitian as an example. I picked this profession at random to show what tailoring your message to a client looks like in practice. You can apply the same principles in your industry.
“Someone who wants to eat well” is still not a particularly useful client description for a dietitian. Let’s be more specific: an adult with diagnosed insulin resistance who works shifts. They have little time to cook and don’t want to make a separate dinner just for themselves. This description suggests the questions they might ask before a consultation.
The same person may need a different message depending on where they are in their decision to buy. If they’re just looking for a way to fit meals around work, educational content may be a natural next step. If they’re comparing dietitians, they’ll need to know what a consultation includes and how working together would look.
Before you refine the design, check the offer itself: does it give the client what they need to get the job done? Look for missing elements that an additional resource could help with. Choose extras that help the client overcome a real obstacle. The number of bonuses alone tells them very little. [9]
To help a client assess your offer, make sure they can:
- understand its value and why they should choose it,
- see the benefits and understand what it can help them avoid,
- see credible evidence,
- see what the product or the experience of using the service looks like, for example in a photo or video,
- understand what they need to do to buy. I know that sounds funny, but plenty of landing pages don’t explain this clearly!
These basic elements give you a useful structure to work with when building the page. [1]
At first glance: can the client quickly understand what you’re offering?
The headline should help a client understand what they’ll get as quickly as possible. You can start this section with two or three sentences and a photo or video that explains the offer. Put the finer details further down the page.
Let’s say our dietitian works with people who have diagnosed insulin resistance and helps them adapt their eating habits to an irregular daily routine.
- A weak example. Imagine this headline: “Dietitian. Healthy eating and personalized diets.” It could belong to almost any practice. Someone visiting the page still doesn’t know whether the dietitian understands their situation. Are they familiar with the difficulties related to their health condition? Will they take night shifts or a lack of cooking time into account?
- A better example. Let’s be more specific: “A dietitian for people with insulin resistance who work shifts.” Underneath: “I’ll help you find a way of eating that fits your schedule and the time you have to cook, with your preferences in mind. During the consultation, I’ll consider your health and any existing recommendations.”
This message gives someone in that group far more reasons to find out more or ask about a consultation straight away. They can see that the dietitian deals with their problem and takes their day-to-day limitations into account. A generic service “for everyone” leaves more questions unanswered, so fewer visits to the page may turn into appointments.
That fit matters for both health and lifestyle.
Here are other client needs you could address in a headline:
- Someone with a digestive condition may look for a dietitian with experience in that area.
- A parent of young children may want to know whether they can cook the same meals for the whole family.
Also check that the headline matches the ad and the expectations it creates. If your ad promises online consultations for people who work shifts, the first section should continue that conversation. [4]
Here’s a good example of this section for a dietitian:
A dietitian for people with insulin resistance who work shifts.
I’ll help you fit your eating habits around your schedule, preferences and time for cooking. During the consultation, I’ll take your health and existing recommendations into account.
Ask about your first consultation After your inquiry, you’ll receive information about available appointments.A plan that fits your week
- Work scheduleInclude your shifts and breaks.
- Meal timesPlan when to eat during the day.
- Time for cookingSee what you can prepare ahead.
The offer: show what the client will actually get
This section should give the client a brief description of how the service works and what they will receive.
If something might be unclear, simply explain it.
Answer another important question here: why me rather than someone else?
Think about the alternatives the client will compare you with. What makes your offer worth choosing? Does your way of solving the problem give them a benefit they can’t find elsewhere?
For more on why someone should choose your offer, read about value propositions and differentiation with UVP and USP.
In our dietitian example, you could write:
“We’ll talk through your week: working hours, meal breaks, shopping and cooking. We’ll take into account health information relevant to the consultation. After the session, you’ll receive a summary describing the first changes to your eating habits that we agree on together.”
Common points of confusion:
- The phrase “dietitian consultation” tells a patient very little about what they’re paying for. One service includes a conversation and a summary; another also includes a meal plan or follow-up support. Explain what yours includes.
- Next, check that the reader understands how they would use each element. “Meal planner” is just the name of a resource. Explaining that they can use it to map out their work schedule and the time available for eating and preparing meals helps them picture using it before the next working week.
- In our example, the difference might be experience working with people who have insulin resistance, together with an approach to planning that accounts for changing shifts. Show how this shapes the consultation and the resources provided. The phrase “a personalized approach” leaves all of that unexplained.
- Explain how you work, too. In our example, looking at the patient’s schedule and everyday difficulties reveals what they’ll need to manage between appointments. The dietitian can use this to explain how they adapt meal planning and the level of support. [10]
The same applies to photos. For this service, I would show part of the planner, clearly labeled as containing sample information. The patient could see what the resource they’ll use looks like. A photo of the dietitian helps them get to know the person they’ll be talking to. Each of these materials answers a different question.
If you want to add a video, give it a specific job. It could show how to use the planner with a fictional weekly schedule. Make sure the basic scope of the offer can still be understood from the text. Some people simply won’t play the video.
Lead magnets: something in return
A lead magnet is one way to get the contact details of someone interested in what you offer.
It’s usually a free resource people receive in return for subscribing to a newsletter. This could be a worksheet that helps solve a specific problem or an ebook. You could also share part of a course. Choose a topic and a free sample that will attract people who could later benefit from your paid offer.
How should you describe it? Explain exactly what it’s useful for and how the reader will receive it. A simple resource will usually need much less copy than a complex service.
For example, a dietitian could share a “Meal planner for shift workers.” The reader records their shifts and checks when they have time to eat and prepare meals. This resource helps them make sense of their own situation and fits the consultation that could follow. If people don’t know you yet, you can first share something useful without a form, then invite them to sign up for a webinar or download a more detailed resource.
Credibility: why should someone trust you?
You can say plenty of good things about yourself on a page, but a client is entitled to ask what backs up those claims. Evidence relevant to their situation can help:
- Numbers showing the results of your work.
- Education and experience relevant to your work.
- Client reviews. A generic “highly recommended” gives someone less to assess than a description of a specific use. Choose reviews that address the doubts you hear before a purchase. Remember: a review should help the next person assess the offer in their own situation, so you need more than praise. Ask for specifics: what problem did the client have? Which part of working together was most useful? Show detailed accounts of real projects, too. If you tell a particular person’s story with their permission, explain what brought them to you and how you worked together.
- The results of your help. When presenting results, include the context and the length of the engagement so that one person’s experience doesn’t sound like a promise to everyone.
If you’re just launching a service and don’t have testimonials yet, you can show a sample resource or demonstrate how you work. Label these accurately. A demonstration lets people understand the method; its effectiveness with clients remains to be tested. [1]
You can also briefly explain where your method came from or why you created the service. Choose a true part of your story that explains your experience with the client’s problem. You don’t need to include your entire life story. Its relevance to the offer should be clear.
Price and difficult questions are part of the offer, too
A potential client may understand the value of your offer and still not send an inquiry. Perhaps they assume working with you will be beyond their budget. Or they’re worried they’ll struggle to use the service.
Look through the questions clients ask you, then simply answer them on the page. Bring those answers together in an FAQ section. For a course, explain the level of knowledge needed to get started and how long the materials will remain available.
When the scope is fixed, showing the price makes the offer easier to assess. List the prices for individual parts of the service and any hourly charges. If you offer a package, show its price as well. Explain which materials and what follow-up contact are included. The client should understand the total cost of the option they choose.
This level of detail may change the number of inquiries you receive. It’s worth checking later whether the people getting in touch are a better fit. We’ll come back to that.
Also consider the risk the buyer sees.
- For a consultation service, you can show what a session summary looks like and which resources the client can expect.
- For a course, you can offer a sample lesson.
- If you offer an additional satisfaction guarantee, clearly explain its terms and what it covers.
What should happen after someone clicks the button?
A CTA, or call to action, should describe the actual next step. “Ask about your first consultation” means something different from “Book an appointment.” With the second option, I expect to be able to choose a date. If I end up on a general contact form, I may feel disappointed.
Under the button or form, explain what will happen after the inquiry. For example: “Leave your contact details and choose an online or in-person consultation. I’ll reply with available times and explain how to confirm your appointment.” This copy makes sense if that’s how your process actually works. Only promise a response time you can meet.
Several buttons in different places on the page can serve the same main goal. On a longer page, a button after the description of the service makes the form easier to reach. A link to a sample resource can help someone who needs more information before sending an inquiry.
Assess extra elements according to their role in that decision. A link to the terms of working together may be necessary.
Respect the client’s attention. For example, think carefully before inviting them to follow several social media profiles: it sends their attention toward another task and may reduce conversions.
Only ask for the information you need at this stage of the process. Otherwise, you may put the client off.
For example, an inquiry about a consultation only needs contact details and a preferred meeting format. You can gather more detailed background information and any documents when preparing for the consultation, in line with how you work.
Explain how you will use the information people submit and make detailed privacy information easy to find. Someone sending an inquiry should understand what to expect after sharing their contact details.
If consultation slots are limited, show your actual availability. Knowing the next available appointment helps someone plan when to get in touch. A countdown that restarts every time they open the page undermines the credibility of your other claims.
What will the client receive after signing up?
On a page offering a download, a simple “Thank you” leaves the job unfinished. You still need to deliver what you promised. Connect the form to an automated email containing a link to the resource. You can also make it available on the page immediately after signup, while the emailed link lets the person return to it later. [9]
It’s worth adding a short explanation of where to start.
- For a webinar, the confirmation should explain when the session takes place and how to join.
- For a digital product, this could be a confirmation page with a download button, followed by an email with the same link.
Plan any further contact in line with what you promise at signup. A follow-up message can help people use the resource and introduce a related offer. Match the frequency to the content and to what your readers expect.
Landing page technical checklist
Reviewing the design on a large monitor is only part of the job.
- Open the page on your phone and go through it as a client would. Is the value of the offer immediately clear? Does a long headline push all the other content below the first screen? Can you tap the button without zooming in?
- Give the information a clear hierarchy. Heading sizes and the spacing between sections should help people follow the content. Check the contrast, too, so the text is comfortable to read on a smaller screen.
- Read the page looking only at the section headings. Can you still understand the offer and see what to look at next? On a long page, headings help people find the answer they need. A photo or graphic should support the point of its section. [2]
- Test the form separately. Fields should have clear labels, including for people using tools such as screen readers. [5]
- Enter an invalid email address and check whether it’s obvious what needs correcting. Then submit a valid inquiry. Check that you receive it and that the client sees a confirmation. Go through the form using only a keyboard, too. These are practical checks you can make before running ads. [6]
- If you promise a resource, check the message that someone receives after signing up. Open every link and download the file. Make sure the link leads to the right resource and that access works on a phone as well. This completes your test of the signup page.
- Check how the page loads over a mobile connection. If a large video prevents the offer from appearing or the form takes a long time to show up, you know what needs fixing. Start with the elements people need to complete the task.
Landing page structure: 4 frameworks with examples
Below are four layouts you can use to write landing page content across different industries. Choose one that matches the page’s goal and fill it in using what you know about your clients. You can combine sections or change their order. After publishing, check how the page contributes to inquiries and sales.
To show how to use these layouts, I’ve filled them with examples based on my services at jakubgolebiowski.pl. The “Example” column contains suggested copy and page elements. For each layout, I identify the offer and the action the landing page should encourage.
Framework 1. A free resource in exchange for an email address
This layout is useful when you’re offering a worksheet, guide or checklist. The reader leaves an email address and receives the promised resource. A preview of the content helps them decide whether it’s worth signing up.
An example based on my services: a resource that introduces readers to my “Quick audit” service. For this layout, I’m proposing a checklist called “Find out where your business loses potential clients.” This is an idea for a resource that still needs to be created. The page’s goal is to collect an email address so the reader can receive the checklist. Later, you could invite them to an audit, which includes a 90-minute meeting, recommendations and an action plan. [11]
| Page section | What to show here | Example |
|---|---|---|
1. Headline and audience | Name the resource, identify who it’s for and explain when it will help them. | Headline: “Does your site get visitors but too few inquiries? Find out where your business loses potential clients.” Supporting copy: “A checklist for service business owners who want to check whether their offer and contact process help clients make a decision.” |
2. Benefits | Use 3–5 short points to show how the reader can use the resource and which tasks it will make easier. | “You’ll check whether your site makes it clear what you sell and who you help. You’ll write down the questions a client can’t find answers to. You’ll choose the first part of your messaging to improve.” Every point should be backed up by what’s actually in the checklist. |
3. Resource preview | Show an excerpt or an example of the resource in use so people can assess its content and format. | An excerpt from the checklist: “Does the client know what they’ll receive after sending an inquiry?” Next to it, add “Yes / No / Needs checking” options and space for a note. This preview shows how to work with the resource before downloading it. |
4. Form and button | Ask for an email address. Collect additional details when they’re needed at this stage. The button should clearly promise that the person will receive the resource. | An “Email address” field and a “Send me the checklist” button. The reader immediately knows why they’re sharing their contact details and what they’ll get after clicking. |
5. Information under the form | Explain how the reader will receive the resource and what further messages you plan to send. Include a link to privacy information. | Example wording: “I’ll send you a link to the checklist and tips on messaging and sales. You can unsubscribe from further messages using the link in each email.” Place a link to your privacy policy alongside it. Adapt this wording to the emails you actually plan to send. |
After the form is submitted, show a confirmation and provide the resource as promised. Check the email containing the link, too, so the reader can return to the file.
Framework 2. A service inquiry
This layout presents a service when the next step should be an inquiry. It should explain what the work includes and help the reader assess whether the offer fits their situation.
An example based on my services: “Website messaging and copy,” which covers a site’s messaging, written content and structure. The goal of this landing page is to encourage inquiries about working together on a website. [11]
| Page section | What to show here | Example |
|---|---|---|
1. First screen | Explain who the service is for and what problem it helps solve. Add a button that describes the next step. | “Do people visit your website and still ask what you do? Let’s make your offer and copy clearer so potential clients can understand the value of working with you.” Button: “Let’s talk about your website.” |
2. Scope and outcome | Describe what the service includes and what the client will receive. Explain how the result will be useful to them. | “You’ll receive a plan for your website’s messaging and a complete set of copy, along with a site structure designed to make it easier to use.” Below, show an audit of the current content and a review of the layout with the design team as parts of the work that produces these materials. [11] |
3. Who the service is for | Explain who the service can help and when it makes sense to use it. Clarify the requirements and limitations of the offer. | “This service is for a business owner who is preparing a new website or changing their offer and wants to present it clearly. It can also help if sales conversations keep starting with explanations of the basics that should already be clear from the website.” |
4. Credibility | Show experience, completed projects, or genuine testimonials that let clients assess your expertise and its relevance to their problem. | Client project: Piotr Radzio’s website. Show how client research and a clearer offer led to the copy, website structure, and separate paths for artists and businesses. Add a sample from the project and a link to its case study. [13] |
5. How we work together | Explain what working together looks like, how long it takes, and what you need from the client at each stage. | Suggested description: “We start by reviewing your offer. If you already have a website, we also analyze its content and layout. We then develop the messaging and copy, and discuss the structure with the design team.” It’s also useful to show the timeline for the agreed scope of work. |
6. Price or quote | State the price or explain how you prepare a quote. Clarify what the cost covers, what affects it, and which elements cost extra. | “Tell me what kind of website you want to create and what you’ve already prepared. We’ll use that to define the scope of work and prepare a quote.” It’s also worth explaining which materials from the client will help define the project’s scope. |
7. Questions before deciding | Answer the questions and concerns that most often come up before you start working together. Help the client understand the terms of the service. | “I already have a team building my website. Can we work together?” “Yes. I develop the messaging and copy and consult with the design team on the site structure. We’ll agree on who handles the remaining work when we define the project’s scope.” [11] |
8. Contact and the next step | Ask for the information you need to contact the client and prepare a response. Say what happens after they send an inquiry. | Button: “Tell me about your website.” Note: “Your email app will open. Send your website address and describe what you want to change. I’ll reply so we can agree on the next step.” This matches the contact method currently used on my website. [15] |
You can also place an invitation to get in touch after the scope description. Someone ready to talk will then be able to send an inquiry earlier. If you use a form, repeated buttons can lead to the same place.
Framework 3. A detailed service or product offer
This layout is useful for a more complex offer, where the client needs to understand your process, the detailed scope, and the terms of working together before deciding. You can use it for a course or for a service that requires a greater commitment.
An example from my services: Marketing and sales strategy. The page should help a business owner assess the project’s scope and decide whether they want to discuss working together. [12]
| Page section | What to show here | Example |
|---|---|---|
1. Headline | Name the intended audience and the change your offer helps them make. Match the promise to what the product or service actually covers. | “Do you see room for your business to grow but feel unsure where to start? Let’s set a direction for marketing and sales that fits your goals and what your team can realistically take on.” |
2. Presenting the offer | Show the product, a sample of the material, or how you work. A video, photo, or screenshot should help people understand the offer; a video is optional. | A preview of a strategy document with sample data: the business goal, the target clients, why that direction was chosen, and the sequence of planned actions. A short description next to each section explains how the team will use it in their work. |
3. The problem and the solution | Explain the problem your offer addresses and how you work on it. Connect the subject to the reader’s situation. | “There are plenty of ideas for growing the business, but each takes time and money. Before you take on more, you need a way to decide which ideas to pursue. A strategy will help you decide what to focus on and what to test first.” |
4. The person behind the offer and their story | Briefly explain how you came to understand the problem and why you created the offer. Refer to real experiences connected to the subject. | You could refer to my work with Mariusz Przybylski, which began with a question about SEO. Analyzing the situation led to broader work on marketing and e-commerce. This story shows why I start by understanding the business’s situation. [14] |
5. Client stories | Choose genuine testimonials that address concerns about time, difficulty, or suitability. Show the context behind the results described. | Piotr Radzio’s example: client research helped clarify the audience groups, the offer, and how it was presented on the website. Show the starting point and specific parts of the work completed so the client can judge how they relate to their own situation. [13] |
6. Method and scope of work | Present the stages or modules and explain what they are used for. Show a sample of the material or a specific example of the work. Describe the client’s role and the time required. | Stages: understanding the situation, analysis and research, developing the strategy, and then preparing the team to put it into practice. The project usually takes 1–3 months. The scope of research, access to information, and the team’s involvement affect the timeline. [12] |
7. What the price includes | Bring together what the offer includes, the price, the delivery time or access period, and the support available. Explain which tasks or extras are charged separately. | “Strategy cost: PLN 15,000–30,000 excluding VAT, depending on the scope of analysis and research.” The price includes developing the strategy, preparing an implementation plan, and discussing it with the team. Further support with implementation is priced separately. [12] |
8. Terms and any guarantee | Describe the terms of purchase or of working together. If you offer an additional guarantee, state what it covers, how long it lasts, and its conditions. The client should understand what you are committing to. | Here, I would show the project terms: the scope of analysis, final deliverables, timeline, and the involvement required from the client. Agreeing on these before starting helps the client assess exactly what working together includes. [12] |
9. Summary and decision | Remind the client of the scope and cost. Match the button to the purchase process: it can lead to an order, a request for a quote, or a conversation before you start working together. | “Let’s talk about your business strategy.” Next to it: “The first conversation is free and takes 20 minutes. Describe your situation in a message, and we’ll arrange a time.” This button leads to a conversation before the project’s scope is agreed. [15] |
10. FAQ | Answer questions about requirements, time, the client’s involvement, payments, and available support. Choose questions that address concerns about the specific offer. | “I already have a marketing department. Can we work together?” Yes, the strategy is discussed with the people responsible for implementing it. “I already have a strategy. Where do we start?” By checking what is still useful and what is making the plan difficult to carry out. [12] |
On a longer page, use headings that make the offer clear even to someone who is only skimming. Choose visuals to suit the information they need to explain. You can repeat the call to action after the FAQ if that is where the client finally finds the answer they need to decide.
Framework 4. Sales narrative: the customer as the hero
This framework helps you build the page around the client’s situation: from recognizing the problem, through presenting a solution, to deciding to act. The client is the hero, and the brand acts as a guide.
For more on sequencing information to support a decision, see the article on sales funnels and the AIDA model.
An example from my services: “Implementation mentoring,” which supports someone who already has a strategy and needs help putting it into practice. The page’s goal is a conversation about working together in this way. The story below presents an example of a potential client’s situation. [11]
| Page section | What to show here | Example |
|---|---|---|
1. Attracting attention and helping clients recognize their own situation | What would catch my attention if I were looking for this service? What happened, and how did it happen? | “Have you been putting off implementing your strategy for months?” This headline immediately identifies a situation in which the service is useful. |
2. Introducing the hero | Who is our hero? How do they live, what do they look like, and how do they work? | “You run a business, answer your team’s questions, and keep current projects on track. You have ideas for growth, but only have time to work on them once you have dealt with your clients’ needs.” |
3. A specific problem or obstacle | What causes negative emotions in our clients’ lives? What problems, difficulties, and opponents do they face? We want to prompt this reaction: “Yes, that’s me. I have exactly that problem!” | “Tasks from the strategy keep coming up in meetings, but no one has decided who will do them or when. New ideas appear before the previous ones have been tested.” |
4. The emotional side of the problem | How do our clients feel? What frustrates them about the current market situation? | “You keep coming back to the same decisions and start wondering whether the whole plan makes sense. It is hard to stay motivated when your calendar is full but you see no progress on the things that matter.” |
5. A vision of change | How do we want to change the world? What would the ideal situation look like for our clients? | “You know which goal matters most right now. Your team understands its tasks, and you have a set time to review progress and decide what needs to change.” This is a picture of the situation that working together should help achieve. |
6. A solution that makes action easier | Show what makes the problem easier to solve. The brand is a guide: it understands the client’s situation and has the knowledge and experience to help. Explain what actually makes reaching the goal simpler or faster. | “With Implementation mentoring, we work together on putting your plan into practice and making decisions along the way. We meet twice a month, and between meetings we stay in touch by email and follow up on what we have agreed.” [11] |
7. How does it work? A three-step process | Describe the process in three simple steps. Make the description clear and use it to resolve the client’s real concerns. | 1. We find out what is blocking the strategy’s implementation. 2. We choose the next priority and agree on the tasks. 3. In subsequent meetings, we review progress and adjust the plan. This is a suggested simple process description for this page. |
8. Avoiding a disaster | Name a specific risk, show how to avoid it, and identify the action that needs to be taken. | “If every new client project delays work on growing your business, next quarter could look much the same. Let’s start with one important task and find out what it will take to get it done.” The risk is specific and leads to an action the client can take. |
9. Achieving success | Define a specific outcome and show the difference between the client’s situation before and after using your product or service. Explain whether they gain more control over their situation, strengthen their position, meet an important need, grow or achieve their own goals. | Before: unresolved issues and decisions you keep revisiting. After: clear priorities, people responsible for carrying them out and regular progress reviews. Present this as the goal of working together and agree with the client on how you’ll assess progress. |
10. Credibility | Why do we know what we are talking about? Draw on your authority, client brands, the number of completed projects, positive testimonials, awards, information about the team, or a guarantee. | The case study of my work with Piotr Radzio can show regular work on the business, better-organized tasks, and a clear division of responsibility. This part of the project answers the question of whether I have experience helping people carry out a plan. [13] |
11. Call to action (CTA) | State directly what you want the reader to do. Limited availability and urgency can support a decision if they reflect the actual terms of the offer. | “Let’s talk about implementing your strategy.” Note: “Tell me which plan you want to put into practice and what is holding you back at the moment. We’ll work out whether mentoring would be useful support.” The request involves one decision: starting a conversation. |
When you finish writing, read each block and ask: what does the client learn here for the first time? If several sections repeat the same promise, you can combine them. If an important question keeps coming up in conversations, find a place for it. The page should be as long as it needs to be for someone to assess the offer.
How do you know whether your landing page works?
A conversion is the completion of an action you have defined as your goal.
For a page that collects inquiries, this could be a successfully submitted form. In that case, clicking the button alone is an intermediate event. It is worth tracking clicks, but a click does not yet mean you have received a submission.
For measurement purposes, you can use the following definition: conversion rate is the number of sessions with at least one successful submission, divided by the total number of sessions on the page and multiplied by 100%. Put simply, a session is one visit. If you count unique users instead of visits, use that unit in both parts of the calculation. Set the definition first, then compare the results.
For a service page, I would also assess the quality of inquiries. Before you start counting them, define which ones qualify: they concern help within your area of expertise, and the client accepts the format and price of working together. Apply the same criteria to every submission you compare.
Look at this example of two pages for a dietitian. These are fictional figures illustrating how to assess results. We assume that each submission comes from a different session.
| Metric | Page A | Page B |
|---|---|---|
Ad spend | PLN 2,000 | PLN 2,000 |
Page sessions | 1,000 | 1,000 |
Submissions received | 50 | 30 |
Conversion rate (form submissions) | 5% | 3% |
Qualified inquiries | 5 | 12 |
Cost per submission | PLN 40 | PLN 66.67 |
Cost per qualified inquiry | PLN 400 | PLN 166.67 |
Page A produces more submissions at a lower cost per submission. Page B generates more qualified inquiries. If the goal is to attract patients for this particular dietitian’s offer, the second result looks better. It is still worth checking how many people actually booked a consultation and whether acquiring those clients was profitable.
This example shows why a higher conversion rate does not, on its own, determine the business result. Record the source of each inquiry and track what happens to it next. Over time, you will know which changes help you attract the clients you want to work with.
Assess traffic from people who already know your business separately from traffic from new audiences. Combining them in one result makes it harder to tell whether the page’s performance has changed or a different group of people has simply visited it. Also compare conversion rates for the same goal: downloading a free resource and buying a service require different decisions from the client.
What should you improve after publishing?
Start with a specific problem. If conversations reveal that people misunderstand what the offer covers, write a clearer description. If the form does not work on a phone, fix it. These tasks do not require an experiment comparing two versions of the page.
An A/B test is useful when you have a specific hypothesis and want to compare page variants. For example, you could test whether showing a sample of the product increases the percentage of visitors who send a qualified inquiry. You need to assign users randomly to the variants and run the comparison over the same period. If you compare the page’s results from Monday with a changed version’s results from Friday, it is hard to separate the effect of the page changes from other factors. [7]
Decide on your main outcome metric and the conditions for ending the test in advance. The number of observations you need depends, among other things, on your starting conversion rate and the size of the change you want to detect. A few extra submissions could be a chance difference. There is no single number of visits that is sufficient for every experiment. [8]
If you have little traffic, it is worth first showing the page to a few people from your target audience. Ask them to explain in their own words what they are buying and what will happen after they submit the form. This will help you find areas that need clarification. A conversation like this will not let you calculate an expected increase in sales, but it can reveal a very practical problem.
Messaging checklist before you run ads
- Will visitors recognize the offer promised in the ad at the top of the page?
- Is it clear which clients the offer is intended for?
- Do you clearly describe what the client will receive?
- Are the examples and testimonials genuine and properly labeled?
- Do you explain the price or how you prepare a quote?
- Does the button describe an action the visitor can actually take?
- Does the form collect the information needed at this stage?
- Do submissions reach the person responsible for handling them?
- Does the client receive clear confirmation that their submission was sent?
- Can someone complete the whole process on a phone and using only a keyboard?
- Do you measure completion of the goal and check what happens to inquiries after you receive them?
- Does the lead magnet fit the paid offer that comes later?
- Does the client understand how the service works and the terms of working together?
- Do they receive the promised material after signing up, and do the links work?
Where should you start on your own website?
Open your website and try reading it from the perspective of someone who is hearing about your business for the first time. Find a place where they have to guess. Perhaps the headline is too general. Maybe the scope of work only appears in a proposal sent by email, even though some of that information would be useful much earlier.
Improve that section and see whether the questions clients ask change. Then tackle the next obstacle. Further conversations with clients will tell you what is still missing from the page.
Want to find out where your website makes it harder for clients to decide? Get in touch. We’ll look at your offer and work out what to improve in how you communicate it.
Let’s talk about your website Include your website address and what you want to improve in your message. We’ll agree on the next step.
Sources
- Unbounce, “The anatomy of a landing page”. Core page elements and the authenticity of credibility evidence.
- Abishek, “Ultimate Guide to Designing a High-Converting Landing page”, Bootcamp / Medium, April 30, 2023. The preparation process, content hierarchy, and usability on phones.
- Google Ads Help, “Landing page”. Definition of a landing page.
- Google Ads Help, “Optimize your ads and landing pages”. Matching the page to the ad.
- W3C Web Accessibility Initiative, “Labeling Controls”. Labels for form fields.
- W3C Web Accessibility Initiative, “User Notification”. Information about errors and successful form submission.
- Optimizely, “A/B testing”. Random assignment of visitors and principles for comparing variants.
- Optimizely, “A/B test sample size calculator”. How sample size depends on the starting conversion rate and the minimum change we want to detect.
- Magdalena Pawłowska, “Jedna kampania do wolności. Jak stworzyć produkt online, pozyskać klientów i żyć na własnych warunkach”, 2018. Chapter 5, “To znaczy biznes. Dwa modele na sprzedaż”, subsection “Bez dziur w koszyku. Moc właściwych wskazówek”; additionally, the section on the opt-in page in chapter 1 and passages on the sign-up process and subsequent communication in chapter 4.
- NIZP PZH–PIB, “Informacje dla Pacjenta”. Description of a dietitian consultation: taking into account the patient’s daily schedule, health, and individual needs.
- Jakub Gołębiowski, “Konsultacje i wdrożenia”. Scope of the “Quick audit”, “Website messaging and copy”, and “Implementation mentoring” services. Accessed: October 19, 2026.
- Jakub Gołębiowski, “Strategia marketingu i sprzedaży”. Process, scope, price, preparation time, and contact method. Accessed: October 19, 2026.
- Jakub Gołębiowski, “Piotr Radzio”. Description of the research, strategy, website messaging, and support with carrying out the plan. Accessed: October 19, 2026.
- Jakub Gołębiowski, “Mariusz Przybylski”. Description of the initial assessment and work together on strategy and e-commerce. Accessed: October 19, 2026.
- Jakub Gołębiowski, homepage. The free first conversation and how to send a message. Accessed: October 19, 2026.
Frequently asked questions
What is a landing page and how does it differ from a homepage?
A landing page focuses on one offer and one main action, such as an enquiry or purchase. A homepage usually introduces the wider business and links to several areas.
What should an effective landing page include?
Explain who the offer is for, what problem it solves and what the buyer receives. Add credible evidence, answers to objections and a clear next step, suited to the purchase stage.
How should a landing page match an advertisement?
Keep the promise, audience and requested action consistent. After clicking, visitors should quickly find an explanation of the message that brought them to the page.
Does a landing page need to be short?
Length depends on the offer's complexity and the buyer's questions. A simple signup may need little explanation, while an expensive service may require scope, risks and delivery details.
How do you measure landing-page performance?
Measure the main action and the subsequent quality of leads or orders. A high form-conversion rate means little if enquiries do not fit the offer or produce profitable sales.
What should you improve when visitors do not enquire?
Check traffic relevance, form functionality and mobile clarity first. Then review missing information and evidence. Test one meaningful change at a time so its effect can be understood.
