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LANDING PAGES · ランディングページ
Western landing page conventions — minimal design, single screen, one CTA — perform poorly with Japanese audiences who expect information density, visible credentials, and multiple contact options before they act. We build landing pages structured for how Japanese users actually convert, not how western conversion orthodoxy says they should.
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/ This is for you if
International brands entering the Japanese market — You are running or planning paid acquisition in Japan and using landing page templates built for western audiences. The minimal, above-fold-focused design that converts well in the UK or US is likely to underperform in Japan, where users expect to scroll through detailed information and credentials before making contact. The page structure, not just the language, needs to change.
Japanese businesses running Google or Yahoo Japan search campaigns — You are sending paid search traffic to your homepage or a generic service page and the conversion rate does not reflect the intent of users clicking on specific search terms. A dedicated page aligned to the search query — with the right credential display, contact options, and specification detail — is the conversion lever that is currently missing.
E-commerce companies running paid campaigns targeting Japanese consumers — You are advertising on Google, Yahoo Japan, or LINE and the click-through rate suggests demand, but the page conversion rate tells a different story. Japanese online shoppers weigh trust signals heavily — company registration details, reviews, certifications, and return policy detail — and landing pages that omit these elements lose conversions that were otherwise close to completing.
/ What's broken
The single-screen minimalist landing page is a western conversion convention. Japanese users typically scroll further and read more before acting — they are not dissuaded by information density, they expect it. A page designed to convert in London will not produce the same results in Tokyo without structural changes.
Japanese users expect to see company registration information, physical address, certifications, industry memberships, and awards displayed prominently on the page. Omitting these elements does not produce a cleaner page — it produces a less trustworthy one. Trust signals that feel redundant to western users are conversion-critical in Japan.
Phone calls remain a primary conversion channel in Japan, particularly for B2B, services, and higher-value purchases. If your landing page does not display a phone number prominently and your campaign tracking does not capture phone call conversions, you are missing a significant share of the conversion data and potentially a majority of the actual conversions.
The message mismatch problem exists in Japan as it does everywhere — ads making specific promises that land on generic pages. The additional complexity in Japan is that the honourifics, formality register, and industry-specific language used in the ad need to be carried through to the page copy consistently. A mismatch in tone or formality level is as damaging as a mismatch in offer.
/ What we engineer
Each workstream is built by the team that audits it, and wired into the rest of your growth system.
We audit your ad copy, keyword targeting, and audience parameters with specific attention to the formality register, industry terminology, and promise being made in the ad. Message mapping accounts for both the content and the linguistic register required to maintain credibility with the target audience on arrival.
Wireframes are structured to Japanese landing page conventions: above-fold phone number and primary CTA, trust credential section positioned early, detailed specification or service description sections, numbered step-by-step process explanations, and FAQ sections positioned before the closing CTA. Copy is written in Japanese with formality appropriate to the audience and industry.
Pages are built with higher information density than western equivalents — this is not a design compromise, it is a conversion requirement for the Japanese market. Builds are delivered on Unbounce or Webflow depending on your infrastructure. Both Japanese and English versions are available where campaigns target bilingual or international-in-Japan audiences.
Phone call tracking is installed alongside form submission tracking. Call tracking numbers capture inbound call volume from each campaign and connect offline conversions back to the originating ad, keyword, and audience segment. Without call tracking, Japanese campaign optimisation is operating on an incomplete picture.
Test variants are structured around the specific conversion variables most meaningful in the Japanese context: trust credential placement, phone number prominence, CTA copy register, and information density above the fold. A defined test hypothesis and traffic volume requirement is documented before launch.
/ What changes
/ Common questions
Straight answers on scope, timelines and cost. Anything else, ask us directly.
Ask us directlyWe write Japanese copy as part of the build, using the formality register appropriate to your industry and target audience. The copy is derived from the message mapping in the strategy phase — it is not a translation of English copy, but copy written to the Japanese landing page structure from the outset. You review and approve Japanese copy before the design phase begins.
Page structure needs to change, not just language. Japanese users expect information density, prominent contact options including phone numbers, visible company credentials, and detailed specification sections — structural elements that western landing page conventions typically remove in the name of simplicity. A translated western minimal page retains the structural problems that cause it to underperform with Japanese audiences.
A Japanese call tracking number is provisioned for the landing page and connected to your ad platform via conversion import. When a visitor from a paid campaign calls the number, the call is attributed to the originating ad, keyword, and audience segment. This data feeds into campaign optimisation alongside form submission data. Call tracking numbers are available as local Japanese numbers.
Yes. Yahoo Japan and Google campaigns often target different audience segments and may require different message emphasis — particularly for search campaigns where keyword intent differs between the two platforms. Where campaign structures differ significantly, separate landing pages per platform are recommended. The strategy brief determines whether a single page or platform-specific pages are more appropriate for your situation.
At minimum: company registration number (会社法人等番号 or similar), physical address, representative name or company contact name, phone number, and any industry-specific certifications or memberships. For e-commerce, return policy and shipping terms are conversion-critical and should appear on the page rather than requiring a click to a separate policy page. Client logos, case study references, and award badges add to this foundation where available.
Start here
The structural conventions that convert visitors in western markets do not carry over to Japan. A page that reflects how Japanese users evaluate and decide — information-rich, credential-forward, with prominent contact options — is the conversion infrastructure your Japanese campaigns are currently missing. The audit identifies the specific structural gaps before build begins.
10-day build · Message match audit included · No retainer requiredIgnited Nepal
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