Your landing page has one important job.

Continue the promise in the ad

Match your landing page to the promise in your ad. Visitors should immediately recognise the service, the audience it serves and the next step you want them to take. Message continuity is often more useful than adding another section.

Make the next step clear

Keep the page focused. Use clear headings, relevant evidence and contact options that are easy to find. Ask only for the information you need to start a useful conversation.

Check the mobile experience

Review the experience on a phone and measure it with real-user data. Google’s current Core Web Vitals guidance defines a good experience as Largest Contentful Paint within 2.5 seconds, Interaction to Next Paint of 200 milliseconds or less, and Cumulative Layout Shift of 0.1 or less at the 75th percentile.

Look beyond a performance score

Performance scores are a diagnostic tool, not the whole customer experience. Readability, trust, accessibility and a working form still determine whether a fast page is useful.

Answer the questions that block action

For a service enquiry, people may need to know what is included, where the work can be delivered and what happens after contact. Put those answers near the relevant decision rather than hiding them in a large block of general company copy.

Use examples only when they are accurate and approved. If there is no suitable case study, explain the process and show what the customer will need to provide. Clear expectations can build confidence without invented testimonials.

Treat the form as part of the service

A label should tell someone what information belongs in a field. An error should explain how to correct it. After submission, confirm that the request was received and explain the next step without promising a response time the team cannot meet.

Test the whole handoff: the customer-facing confirmation, the notification and the destination record. A successful-looking button is not enough if the enquiry disappears before someone can respond.

Improve one friction point at a time

Keep a short list of observed problems and prioritise the ones that prevent a task. After a change, check both usability and the quality of resulting enquiries. Fewer form fields may improve completion while removing information the team genuinely needs; the trade-off should be deliberate.