Creating a Landing Page: What Makes a Good Landing Page
Why Ads Without a Good Landing Page Burn Money
You're running Google Ads or Instagram Ads, getting clicks — but hardly any inquiries? The problem is rarely the ad. It's almost always the landing page.
Most SMEs make the same mistake: They send ad traffic to their homepage. There you find navigation, blog links, team page, legal notice — a hundred ways to get distracted. And that's exactly what happens: Visitors click around, read a bit, and leave. Without an inquiry, without a booking.
A landing page has a single goal: Conversion. No distractions, no menu, no "also check out this." Everything on the page leads to one action — book an appointment, fill out a form, call.
What Makes a Landing Page Different from a Regular Page
- One goal: Every element serves the conversion
- No navigation: No menu, no links to other pages
- Specific: Matches exactly the ad copy and the offer
- Measurable: Conversion tracking shows what works
- Optimizable: A/B tests continuously improve performance
The Perfect Landing Page Structure
A landing page follows a clear structure. Each section has a function — nothing is random.
1. Hero Section
The first 3 seconds decide. The visitor must immediately understand:
- What you're offering
- For whom it is
- What the next step is
A strong headline, one sentence of subtext and a clear CTA button. Nothing more.
Example headline: "Professional website for your restaurant — online in 3 weeks." CTA: "Book free initial consultation"
2. Problem/Pain
Show that you understand the visitor's problem. What frustrates them? What's not working? Why did they land on this page?
This creates resonance: "Yes, that's exactly my problem." And positions you as someone who knows the solution.
3. Solution/Offer
Now show how you solve the problem. Concrete, clear and focused on benefits. Not "We offer web design services" — but "A website that lets guests reserve online and gets found on Google."
Features are not benefits. Translate every feature into a concrete advantage for the customer.
4. Social Proof
Why should the visitor trust you? Show evidence:
- Testimonials: Real customer voices with names and photos
- Logos: Well-known clients or partners
- Numbers: "50+ projects completed," "4.9/5 stars on Google"
- Case studies: Brief reference with measurable results
5. How It Works
Show the process in 3–4 simple steps. This removes uncertainty: The visitor knows what happens next when they click the CTA.
- Book initial consultation
- Receive quote
- Implementation
- Launch
6. CTA (Repeated)
The CTA appears not just once but at least 2–3 times on the page. After the hero, after the social proof and at the end. Always the same button, the same action.
7. FAQ
Answer final objections: How much does it cost? How long does it take? Is there a guarantee? FAQs clear away concerns — right before the final CTA.
The 5 Biggest Landing Page Mistakes
1. Too Many Goals
"Book appointment OR subscribe to newsletter OR read blog OR follow us on Instagram" — those who want everything get nothing. One landing page = one goal. Period.
2. Navigation and Links
Every link that doesn't lead to the CTA is an escape route. No main navigation, no footer links, no blog links. The only way out is the CTA.
3. Weak Headline
"Welcome to our page" is not a headline. The headline must communicate in one sentence what the visitor gets and why it's relevant. Concrete, benefit-oriented, no cliches.
4. No Mobile Optimization
60–80% of ad traffic comes from smartphones. If the landing page doesn't work perfectly on mobile — too small buttons, too much text, slow loading — you lose the majority of your visitors.
5. No Tracking
Without conversion tracking, you don't know if the landing page works. Google Tag Manager, Meta Pixel, form tracking — everything must be set up before you invest the first franc in ads.
Landing Page + Ads: How They Fit Together
A landing page isn't an isolated page — it's part of a campaign. Ad and landing page must work as a unit.
Message Match
The ad's message must be repeated on the landing page. If the ad says "Professional website from CHF 1,750," the landing page must show exactly this offer. No generic homepage, no different message.
Example: Google Ads → Landing Page
Ad: "Create restaurant website | From CHF 1,750 | Bare Creative Zurich" Landing page headline: "Professional website for your restaurant — online in 3 weeks." CTA: "Book free initial consultation"
→ Everything fits together. The user finds exactly what the ad promised.
Example: Instagram Ad → Landing Page
Ad: Reel with salon transformation + text "Your salon deserves a website that fills appointments" Landing page headline: "Salon website with online booking — more appointments, less phone." CTA: "Request consultation now"
→ Visual hook (Instagram) leads to concrete offer (landing page).
How Much Does a Professional Landing Page Cost?
In WaaS package
Standalone
With ads management
At Bare Creative, we create landing pages as part of our ads management. Design, copy, tracking and optimization — everything from one source.
Learn more about general website costs in our cost guide.
Checklist: Landing Page
- Single, clear conversion goal defined
- No navigation, no distracting links
- Strong headline with concrete value proposition
- Visitor's problem/pain addressed
- Solution/offer clearly described with benefit focus
- Social proof: testimonials, logos, numbers
- Process visualized in 3–4 steps
- CTA at least 2–3 times on the page
- FAQ for final objections
- Mobile-optimized and fast loading time (under 3 seconds)
- Conversion tracking set up (Google Tag Manager, Meta Pixel)
- A/B test structure prepared
Your Next Step
A good landing page is the difference between ads that burn money and ads that bring customers. Whether for Google Ads, Instagram Ads or both — we create landing pages that convert.
View ads packages | Web design packages | Free initial consultation
Also read our guides on Google Ads for SMEs and Instagram Ads for local businesses — because the best landing page is useless without the right campaign in front of it.
FAQ
Frequently Asked Questions About Ads
The most important answers about Ads and what you should know.
A professional landing page at Bare Creative costs between CHF 1,750 (in the WaaS package) and CHF 3,000–5,000 as a standalone project. The price depends on design complexity, copy volume and integrations (forms, tracking, booking system).
A website has multiple pages, navigation and various goals. A landing page has a single goal (conversion) — no menu, no distractions. Every element on the page leads the visitor to the CTA. Landing pages are typically used for advertising campaigns.
Yes. If you send Google Ads traffic to your regular homepage, you lose conversions — the homepage has too many distractions and doesn't specifically match the ad copy. A targeted landing page increases conversion rates and improves your Google Ads Quality Score.
As long as necessary, as short as possible. For simple offers (book appointment, newsletter), a short page is enough. For complex services (consulting, software, high-priced offers), the page can be longer — as long as every section serves a purpose.
The average is 2–5%. Good landing pages achieve 5–10%, top performers 10–20%. The rate depends heavily on industry, offer and traffic quality. A landing page for a free consultation converts higher than one for a CHF 10,000 project.
Technically yes — with tools like Unbounce, Leadpages or directly in your CMS. But a landing page that truly converts needs more than a template: strategic structure, compelling copy, clean tracking and mobile optimization. Professional help pays off here.
Ready for the next step?
More leads, less wasted spend. Let's optimize your Google Ads strategy.