When the ad says one thing, the page should say it too

How a landing page differs from your website

Your website is a library. A landing page is a single counter with one clerk.

• Audience: the site greets anyone; the landing page greets people who clicked a specific ad.
• Menus: the site has full menus; the landing page usually has none, or only a logo and a short footer.
• Goal: the site offers many paths; the landing page offers one form or one button.
• Changes: site edits go through whoever runs your site; landing page edits are often made per campaign, sometimes in a separate builder.

Plenty of businesses keep both. The website stays the place people check you out. The landing page handles paid traffic, where every click has a cost and a visitor who wanders off is hard to win back.

Testing page variations without guesswork

Testing compares two versions of a page to see which one more visitors complete. It sounds simple, but it is easy to read noise as a signal.

A careful approach changes one meaningful thing at a time, such as the headline, the offer framing or the number of form fields. Traffic is split evenly, and the test runs long enough to cover normal weekly swings. Small accounts often lack the traffic for formal tests, so changes are made one by one and watched over a longer period instead.

Ask any provider how they decide a test is finished and what they will do if the difference is too small to call. "We will leave the current version in place" is a sensible answer. Swapping pages every few days usually tells you very little.

Access and assets to have ready

Projects stall most often while someone looks for a login. Gathering these before work starts helps:

• Admin or editor access to your website or page builder, added as a separate user
• Access to your domain's DNS settings, if a new subdomain is needed
• Your logo in a sharp format and your brand colors
• Photos you own or have licensed for this use
• The address that should receive form submissions, or CRM access
• Your privacy policy link
• Access to Google Tag Manager, GA4 and your ad accounts for tracking

Share access by adding users, not by sending passwords. Most platforms support this, and it makes removing access at the end a matter of a few clicks.

Questions about landing pages and forms

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