Landing pages for search and social campaigns

Where the form fits

On a lead-capture page, the form is the point of the whole thing, so most decisions start there and work outward. What do you need to know to follow up with someone? Name and a way to reach them, usually. Maybe a service type or a rough project size. Every extra field is one more thing to type with a thumb.

The page around the form exists to give people enough reason to fill it in. The headline sets the context, a short section explains the offer, and a few plain points answer the questions people tend to have before sharing their details. Consent wording and a privacy link sit right by the button.

After the form comes the thank-you page, which confirms the request went through and says what to expect. It is also where a conversion is usually recorded for your ad platforms.

What the landing page work usually includes

Scope varies with the number of campaigns and how many page versions you need, but a typical engagement covers:

• Checking the ads each page will receive traffic from, so the headline and offer match
• Writing page copy and laying it out for phones first
• Building the form with only the fields your follow-up needs
• Adding consent wording you have approved, plus a link to your privacy policy
• A thank-you page that confirms the request and says what happens next
• Page speed basics: compressed images, few scripts, no heavy sliders
• Tracking a submission in GA4 and the ad platforms
• Routing submissions to your inbox or CRM

Testing alternate versions is usually a later phase, once the page has run long enough to have a baseline.

Who owns the page when the work ends

Ask this question early, because the answer is harder to change later.

The arrangement that causes the fewest problems: your business owns the domain, the hosting or page builder account, the form tool and every ad account. The provider is added as a user with the access the work needs, and removed at the end.

When pages sit in an account the provider owns, ending the engagement can mean rebuilding pages, reconnecting forms and updating every ad link. Some providers will transfer pages on request; get that in writing if it applies.

The same goes for submission data. Leads should land in your inbox or your CRM, not only in a provider's dashboard. If you cannot see your own form submissions without asking someone, the setup needs changing.

Questions about landing pages and forms

Other services