What is a landing page?
Definition
A landing page is a web page built around one goal, such as getting a call, a quote request or a booking. It's usually the page people arrive at from an ad, an email or a search result. Unlike a homepage, which introduces everything you do, a landing page focuses on one offer and leaves out distractions.
Why a landing page matters to a small business
Pay for an ad about furnace repair and send people to your homepage, and they have to hunt for the thing they clicked on. Many won't bother. A landing page picks up exactly where the ad left off, with the same words, the same offer and one button. It's the simplest way to stop paying for clicks that go nowhere.
A good one has a headline that matches what the visitor searched or clicked, a few lines on why you, proof like reviews and your license, answers to the obvious questions, and one call to action repeated down the page. Many landing pages hide the full menu so there's nowhere to wander off to. And keep it quick to load on a phone.
For roofing companies, a storm page might cover hail and wind damage, how you work with insurance and a button to book a free inspection. For HVAC companies, a fall furnace tune-up page gives a mailer or an ad somewhere specific to send people. For law firms, a page for each practice area, written for the person searching it, often does a landing page's job for search.
How to build a landing page that works
- Pick one goal: a call, a quote request or a booking.
- Match the headline to the ad, email or search that sends people there.
- Lead with the offer and who it's for, then the detail.
- Put proof close to the button: reviews, your license, any guarantee.
- Repeat one button down the page, and drop the links that lead away.
- Tag your ad and email links with UTM parameters, so you can see what each one brings.
How Future handles it
A landing page on Future is another page on your site, built from your design so it matches the rest of your brand. Plans have room for plenty: Starter holds up to 50 pages, Pro 150 and Premier 1,000.
A form on the page sends each request to your inbox and Contacts. With visit paths on, you can tell whether people who arrived there went on to ask for a quote.