Landing page development for ad campaigns

Landing page or full website?

A landing page works best when there is one offer and traffic comes from ads. Someone clicks an ad and immediately sees the answer to their query, with no menu and no unrelated sections. Typical cases: a seasonal promotion, a new service, course registration, a product launch.

If you offer many services and people find you through different searches, one page is not enough — you need a website where each service has its own page. A landing page can later be added to that site as a separate section.

What a landing page is made of

• Above the fold: what you offer, to whom, why it matters, and an enquiry button.
• Specifics: what the service includes, how it works, how long it takes.
• Proof — real only: photos of your work, before-and-after shots, genuine client reviews.
• Answers to common objections in a short Q&A.
• Company details and contacts, so visitors can see who is behind the offer.
• A short enquiry form at the end, with buttons leading to it throughout the page.

Landing pages for Google Ads and social media ads

The ad and the page must talk about the same thing. If an ad promises a manicure appointment in Tartu, the first screen of the landing page continues exactly that message — otherwise the visitor leaves and the click is wasted.

Almost all ad traffic is mobile, so the page is designed for small screens first: a large button, lightweight images, a form without unnecessary fields. Conversion tracking is set up together with the campaign and respects the visitor’s choice in the cookie banner.

An enquiry form that does not lose leads

• Only the fields that matter: name, contact and, if needed, a short question.
• Enquiries arrive instantly in Telegram and email, so you can reply within minutes.
• A clear message after submission: what happens next and when to expect a reply.
• Online booking instead of a form when the service is sold by time slot — visitors pick a free slot themselves.

Landing pages in English, Estonian and Russian

When you advertise to different language groups, each version of the page gets its own URL. An Estonian ad leads to the Estonian page, a Russian ad to the Russian one, and analytics show which audience actually sends enquiries.

The versions are not word-for-word translations: headlines and arguments are written the way speakers of each language describe and search for what they need.

How a landing page project runs

• You describe the offer, the audience and where traffic will come from.
• The studio proposes a page structure and a list of materials needed.
• Price and deadline are fixed in a contract.
• The page is built on a staging address and you review it on your phone.
• After revisions, the domain or subdomain is connected and enquiry delivery is tested.

Common landing page mistakes

• A generic headline like “Quality and reliability” instead of a concrete offer.
• Ads that send people to the homepage instead of a page matching the ad.
• A ten-field form when half of the fields are not needed for a first contact.
• A heavy video above the fold that takes longer to load on mobile data than people are willing to wait.
• Invented reviews and figures: they are easy to spot and damage trust in the whole page.
• A promotion that has ended while the page still advertises the discount.

What affects the cost of a landing page

• page length and number of blocks;
• number of language versions;
• enquiry form or online booking;
• who prepares the copy and images;
• whether several variants are needed for different ads.