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LANDING PAGE DESIGN · ランディングページデザイン
A short page with a large button converts poorly in Japan. Japanese buyers expect detailed service description, company credentials, staff profiles, client testimonials with full attribution, a thorough FAQ section, and multiple ways to make contact before they will consider submitting a form or calling. We design and build landing pages that respect this evaluation process: information-dense, trust-layered, and matched to the specific campaign and audience they serve. We also produce separate Japanese-language and English-language variants for bilingual campaigns.
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/ This is for you if
You are running Google Ads or social media campaigns targeting Japanese buyers. Your campaign was built on a Western template: short page, bold headline, single CTA. The click-through rate is acceptable but the conversion rate is close to zero. Japanese buyers need more information than that page provides before they will act.
You are a domestic company preparing a campaign for a new service, a limited offer, or a lead generation drive. You know the standard landing page format used in the West is not the right structure for a Japanese audience, but you need a partner who can build the correct format and also produce an English variant for international traffic.
You manage paid media campaigns in Japan on behalf of clients. The creative and ad copy work is handled. What your campaigns consistently lack is a landing page built to the density, structure, and trust requirements of a Japanese audience. You need a build partner who understands this without needing to be briefed on it.
/ What's broken
The Western landing page pattern asks visitors to commit with minimal information. In Japan, this pattern reads as evasive rather than efficient. Buyers want to read the full service description, understand the company behind it, see who else has used it, and have their questions answered before they take action. A page that cuts to the button too early loses the sale.
Japanese buyers verify the legitimacy of a business before engaging. A landing page without a company name, registered address, phone number, and representative name raises immediate doubt. These are not optional details to add at the bottom. They are trust signals that affect whether the buyer continues reading at all.
Anonymous testimonials or testimonials with only initials carry very little weight with Japanese buyers. Full attribution, including the person's name, title, company, and a photograph where possible, is expected. A testimonial section without this reads as fabricated and actively damages trust.
A form with no phone number and no alternative contact method is a barrier for a significant portion of Japanese buyers who prefer to call before submitting written contact. Pages with only a form lose the segment of the audience that would have converted via phone if the number had been present.
/ What we engineer
Each workstream is built by the team that audits it, and wired into the rest of your growth system.
We run a structured discovery session covering the campaign objective, the traffic source, the target audience, the service being promoted, and the specific trust signals available: client names, credentials, case study outcomes, company registration details, and staff profiles. The brief determines the depth and structure of the page.
We wireframe the full page before copy or design begins. For Japan, this means a longer, denser structure than a Western equivalent: detailed service sections, a credentials block, a fully attributed testimonials section, a multi-question FAQ, and multiple contact options including a phone number and address. The wireframe is reviewed and approved before any copy is written.
We write the full copy for both the Japanese-language and English-language variants of the page. The Japanese copy is written for a Japanese-speaking buyer. The English copy is written for an English-speaking buyer. They are not translations of each other. Each is structured and toned for its audience.
We design the page to the approved wireframe, using a layout that supports information density without visual chaos. Japanese landing pages carry more content than Western pages. The design manages this through clear hierarchy, structured sections, and deliberate use of white space to prevent the page from feeling overwhelming.
We build both language variants in your chosen platform. Each variant includes company contact details, registered address, phone number, and a form with correct confirmation behaviour. The build is tested across the browsers and devices most used by Japanese audiences.
We build an A/B variant of the primary-language page, integrate Google Ads conversion tracking and GA4 goal recording, and confirm that every form submission and phone click event is captured before the campaign goes live.
/ What changes
/ How it works
One structured session covering the campaign, the audience, the traffic source, the specific service or offer, and all available trust signals including company credentials, client references, and staff profiles. This brief determines the depth of the page.
We wireframe the full page including all sections required for a Japanese audience. We then write the Japanese-language and English-language copy separately, each structured for its audience. Both are reviewed and approved before design begins.
We design to the approved wireframe and build both variants in your chosen platform. The build includes company contact details, phone number, registered address, and correct conversion tracking configuration.
We build the A/B variant, integrate conversion tracking for both form submissions and phone click events, run QA across devices and browsers used by Japanese audiences, and confirm all conversion events are firing correctly before campaign launch.
/ Common questions
Straight answers on scope, timelines and cost. Anything else, ask us directly.
Ask us directlyJapanese landing pages are structurally longer and more information-dense than Western equivalents because Japanese buyers conduct more evaluation before committing to contact. A page built for Japan includes a detailed service description, company credentials with registered address and phone number, fully attributed testimonials with names and titles, a multi-question FAQ section, and multiple contact options. This is not a preference. It is a functional requirement for conversion.
We produce a separate Japanese-language copy framework written for a Japanese-speaking audience, not a translation of the English version. The two variants share the same campaign objective but are written and structured differently. Translation of an English-first page into Japanese typically produces copy that sounds unnatural to a Japanese reader and underperforms accordingly.
At minimum, the page should carry the registered company name, the business address, a phone number, and the name of a representative or contact person. If the page is promoting a service in a regulated industry, additional credentials and registration details may also be required. We will confirm this at the brief stage.
A build including both Japanese-language and English-language variants takes 10 to 14 business days from brief to live. The additional time reflects the separate copy process for each language and the extended QA required for two variants.
Yes. If you have Japanese-language copy produced by your own copywriters, we can build the page to that copy. We will review the structure at the wireframe stage to confirm the content hierarchy meets the requirements for a Japanese audience before build begins.
Start here
The most common reason landing pages fail in Japan is that they were built for a different market and applied without adaptation. We will review your current page or campaign setup and tell you specifically what it is missing for a Japanese audience.
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