Why Your Campaign Burns Money When It Points at the Homepage

The most common mistake in paid advertising does not happen in the ad, it happens afterwards. Someone clicks a specific promise and lands on a homepage that offers everything. The connection is lost and the budget is spent.

What separates a landing page from a homepage

A homepage has many jobs: show all services, introduce the company, lead to different areas. A landing page has exactly one job, and anything that does not support that job does not belong on it.

If a page has five goals, it reliably achieves none of them.

What belongs on it

The same statement as in the ad. Someone who clicks "website for trade businesses" has to find those words at the top. Otherwise it feels like landing in the wrong place.
One single next step. A form or a call. Not both plus a newsletter plus a download.
The proof right next to it. A reference, a review or a number that supports the promise.
The answer to the obvious concern. What it costs, how long it takes, what happens afterwards.

What should deliberately be missing

The full navigation. Every extra menu item is an invitation to leave the page. On a campaign page that is not a service, it is a leak.

The test before going live

Read the ad, then the headline of the page. If those two sentences do not obviously belong together, the campaign gets expensive regardless of your bid.

What to measure afterwards

Not clicks, but submitted forms per euro spent. An ad with fewer clicks that brings more enquiries is the better ad. Many campaigns are optimised towards the wrong number and get worse because of it.

If you are running ads and the enquiries are not coming, we are happy to look at where between ad and form people are dropping out.