Landing page

What’s the difference between a landing page and a website?

A landing page is a single page built to get one action, while a website is a set of pages introducing your whole business. A landing page focuses on taking customers who tapped an ad, text message or social media link straight to booking or contacting you.

So even for the same business, the two hold different content and differ in length. A website’s main page opens up many paths; a landing page narrows them down to one.

You don’t need to build a landing page completely separate from your website. Add one more event page under your existing website address and leave it out of the menu, and it works as a landing page that only customers coming from ads will see.

What should a landing page include?

A landing page should let customers check “what, why and how” in order, then tap the button. Your key offer and the button should both appear on the first screen, visible without scrolling.

For a craft workshop recruiting for a one-day class, for example, the first screen shows “which class, when and for how much,” followed further down by photos of finished pieces, student reviews, what to bring and parking info, and the sign-up button once again.

Match the length to the weight of the offer. An offer customers can decide on instantly, like a discount coupon, works best short; an offer that takes thought, like a pricey regular course or a group venue rental, needs plenty of photos, reviews and Q&A so customers feel confident signing up.

• First screen: a one-sentence offer + dates and price + an action button
• Who it’s for: an audience like “first-time visitors” or “evening class for office workers”
• Proof: things people can verify, like real photos, reviews and how many times you’ve run it
• Terms: group size, booking deadline, cancellation policy, location
• A few frequently asked questions
• The same button once more at the end of the page

Why should my ad copy match my landing page?

Because customers want to see what the ad said again as soon as they land on the page. If the ad says “First-visit perm discount” but tapping it opens your website’s main page, customers look around for the offer and then leave.

Ad platforms look at this too. Google Ads describes landing page experience, meaning how relevant and useful the content is to the ad and how easy it is to navigate, as one of the factors that determine a keyword’s Quality Score.

If you run several ads, it’s best to give each one a matching landing page. Add UTM tags to your links, and you can see in your analytics tool which ad brought the customers who actually booked.

The same goes for links you send by text message or KakaoTalk Channel message, not just ads. If you sent a message saying “3 spots left in this Saturday’s one-day class,” tapping the link should open the sign-up page for that exact class.

How do I make a landing page?

Build a landing page by deciding “the goal and the customer” before the design. Working through it in order also makes conversations with your provider much faster.

Rather than trying to make it perfect from the start, it’s better to include just the essentials, launch quickly and adjust based on the response. Landing pages are often tied to an ad campaign’s timing, so spending too long building one can mean missing the moment you wanted to promote.

1. 01Pick one target action. (One of: booking, phone call, request form or KakaoTalk inquiry)
2. 02Picture one customer who’ll come to this page. (e.g. an office worker nearby on the way home, a first-time visitor)
3. 03Write the first-screen sentence in the same words as your ad or link text.
4. 04Gather content in this order: photos, reviews, terms, questions.
5. 05Lay it out for phone screens first and check that the button is easy to tap with your thumb.
6. 06Create links with UTM tags for each ad and social channel.
7. 07After 1–2 weeks, look at visits and bookings, then revise the first-screen sentence or button text.

How do I measure landing page performance?

You measure landing page performance by “how many of the people who arrived took the target action.” This ratio is called the conversion rate, and if you get lots of visits but no bookings, something on the page or in the ad isn’t matching what customers expected.

The math is simple. For example, if 200 people visit in a week and 6 of them book, your conversion rate is 3%. Compare this number by ad and by period, and you’ll see which ads actually bring in customers.

When you make changes, change just one thing at a time. If you change the first-screen sentence, the photo and the button text all at once, you can’t tell which one made the difference. For a small business with few visits, don’t judge after a few days; watching for at least 1–2 weeks before comparing gives a more accurate picture.

Actions that continue outside the page, like phone calls or KakaoTalk inquiries, can’t be counted if left as they are. Ask to have taps on the call and inquiry buttons recorded in your analytics tool, and even a business without a booking form can see its results in numbers.

What are common landing page mistakes?

The most common mistake is making the whole page out of one big image. On phones the text is too small to read, the buttons can’t be tapped separately, and search engines and screen readers can barely make out the content.

Too many form fields is another common mistake. Ask only for the essentials like name and contact details at first, and save the rest for when you get in touch; you’ll get more sign-ups that way. If you collect personal information like contact details, also explain what you collect, why, and how long you keep it.

While your ads are running, open the page yourself often. It’s more common than you’d think for a form to break or a booking link to change while you keep paying for ads without knowing. A good habit is to visit on your phone at least once a week and tap the buttons all the way through.

• Several kinds of buttons, so customers aren’t sure which to tap
• Ad copy and the first-screen sentence don’t match
• The promotion has ended but the page stays up with no notice that it’s closed
• Plain links pasted in, so you can’t count which ad visitors came from