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LANDING PAGE DESIGN
You are running Google Ads in Sydney, Melbourne, or Brisbane. People are clicking. The page they land on was built for everyone, so it converts almost no one. We design and build landing pages that are message-matched to your ad, built around a single CTA, and structured to turn paid clicks into qualified leads.
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/ This is for you if
You are a plumber, electrician, builder, or HVAC provider running Google Ads in your local area. The clicks are coming in but the phone is not ringing enough to justify the spend. Your ad sends people to your homepage, which covers every service you offer and does not tell a visitor in Parramatta who just searched "emergency plumber near me" that you are available now and local. You need a page built around that search intent.
You are a financial planner, mortgage broker, accountant, or legal firm running paid campaigns for a specific service or offer. The traffic hits your main website and disperses. People read your About page, look at your team, and leave without enquiring. You need a page where the headline matches the ad, the proof is specific to the service, and the only available action is to submit an enquiry or book a call.
You are running Google Ads for a specific service, such as physiotherapy for lower back pain, dental implants, or skin treatments. The people who click are already aware they have a problem and are looking for a provider. They need a page that confirms you understand their situation, shows relevant proof, and makes booking easy. A general clinic homepage does not do this job.
/ What's broken
Your ad says "Same-day plumbing in Sydney." Your landing page says "Trusted plumbers serving greater Sydney for over 10 years." Close, but not the same. Message match is the difference between a visitor who feels they are in the right place and a visitor who bounces. Every degree of mismatch between your ad and your page costs you conversions.
Navigation menus, links to blog posts, social media icons, related services. Each one is an invitation to leave without enquiring. A homepage has to serve every visitor. A landing page does not. When you remove every exit except the conversion action, more people take it.
Asking for name, phone, email, service type, preferred time, and message before the visitor has seen any proof is a significant source of drop-off. The form length and placement relative to the proof on the page has a direct effect on completion rates. We test both.
If you are running one version of the page and not testing a variation, you have no way to know whether a different headline, a different CTA, or a shorter form would perform better. The page you launched on day one is unlikely to be the best version of that page. Testing is how you find out what works.
/ What we engineer
Each workstream is built by the team that audits it, and wired into the rest of your growth system.
We document the campaign goal, the traffic source, the target audience, the single conversion action, and the proof points available. The brief is the foundation of every decision. If something is not in the brief, it does not go on the page.
We map the page structure before any design begins. Where does the headline sit, what proof comes first, where is the form, how many fields are required, and what is the CTA text. The wireframe is reviewed and approved before we move to copy or design.
We write every word on the page: headline, subheadline, benefit statements, objection responses, trust signals, and CTA. Copy is written for the specific audience arriving from the specific ad. It is not adapted from your website. It is written for this page.
The design exists to support the conversion action. We apply your brand but make every design decision by asking: does this help the visitor take the action we want them to take? Visual design that competes with the CTA for attention is design that costs you leads.
We build on your preferred platform, optimised for speed on Australian connections and tested across the browsers and devices your audience uses. Forms are integrated with your CRM (HubSpot, ActiveCampaign, Salesforce, or similar) and lead notifications are tested before launch.
We create a second variant with a different headline or CTA. We configure the split test so traffic divides between the two versions. We set up Google Ads conversion tracking and Google Analytics goals so every lead is attributed to its source. We document what statistical significance threshold you need before declaring a winner.
/ What changes
/ How it works
We run a structured brief session covering the campaign, the traffic source, the audience, the conversion action, and the proof points available. We confirm your platform and CRM integration requirements. We also confirm your Google Ads account access so we can configure conversion tracking from the start.
We deliver the wireframe and copy framework together for review. This is your opportunity to adjust the message, the proof hierarchy, and the CTA before design begins. Changes at this stage are straightforward. Changes after design are not.
We apply visual design and build the page. We test on mobile and desktop, across Chrome, Safari, and Edge, at Australian connection speeds. Forms are integrated, submission routing is tested, and lead notifications are confirmed working.
We configure Google Ads conversion tracking, set up the A/B test, and confirm all events are firing correctly. We hand over documentation covering what is live, what the test is measuring, what the statistical significance threshold is, and how to read the results in Google Ads and Analytics.
/ Common questions
Straight answers on scope, timelines and cost. Anything else, ask us directly.
Ask us directlyA landing page has no navigation, no links to other pages, and one conversion action. Your website homepage serves every possible visitor. A landing page serves one audience arriving from one source with one offer. Removing the navigation alone reduces the number of exits available to the visitor and typically increases the share who take the intended action.
Each campaign targeting a distinct audience, service, or location should have its own page. A Google Ads campaign targeting "emergency plumber Sydney" and a campaign targeting "bathroom renovation Sydney" serve different audiences at different points in the decision process. Sending both to the same page means one will always be mismatched, and you will pay for that in lower conversion rates.
We send a defined percentage of traffic to each variant. We measure conversion rate for both. We call a winner when the difference between the two variants reaches statistical significance, typically 95 percent confidence, at sufficient sample size. For most Australian small business campaigns, this takes between three and six weeks depending on traffic volume. We document the threshold before the test begins so the decision is not subjective.
We build on WordPress and Webflow. If you are on a different platform, contact us and we will advise on feasibility. For WordPress, we can build on your existing installation and suppress the navigation. For Webflow, we build as a standalone page or within your existing project.
Conversion tracking connects each form submission back to the specific keyword, ad, and campaign that drove it. Without it, Google Ads shows you clicks and click-through rates but not which of those clicks became leads. With it, you can see cost per lead by keyword, by ad, and by audience segment. That data is what makes optimisation decisions defensible rather than guesswork.
Start here
Share the traffic source, the audience, and the action you want visitors to take. We will review what you have and give you a clear assessment of what the landing page needs to do and what it will take to build it.
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