Marketing
How to build a landing page for relevant enquiries
Build a clear landing page with the right message, credible documentation and a simple next step. See a before-and-after example and a concrete measurement plan.
A good landing page helps the right customer understand the offer and choose a relevant next step. That requires consistency between what the customer clicked on, the information on the page, and what happens after the enquiry is submitted.
Here we show a concrete information structure, an illustrative before-and-after example and a measurement plan. The suggestions are a starting point for testing. They are not a guarantee of a specific conversion rate or a specific number of customers.
Give the landing page one clear purpose
Write who the page is for, which need it should solve, and what the customer should do next. “Anyone who might need our services” is difficult to write precisely for. A more useful starting point could be “operations managers considering a ventilation service agreement”. This is an example of narrowing the scope.
Then choose an action that fits the decision. A simple standard service may be suitable for direct ordering. A larger assignment may require an initial call or site visit. The button should describe the actual next step, and the surrounding text should explain what the customer can expect.
Google Ads describes relevance, usefulness and ease of navigation as parts of the landing page experience. This provides a practical check: does the customer get the information the ad led them to expect, and is it easy to find the next step?
Before and after: from general presentation to a concrete offer
The table is an editorial example for a fictional service company. None of the wording describes an actual customer case or documented results. The purpose is to show how the same space on the page can be used to answer more of the customer’s questions.
The improved structure needs real information. If you have not clarified the delivery area, contract content or response time, this must be clarified before it is presented as an advantage.
| Element | General version | More specific version |
|---|---|---|
| Headline | We create value for our customers. | Ventilation service agreement for commercial buildings. |
| Introduction | Quality, expertise and extensive experience. | Who the agreement is suitable for, what it covers, and where the company operates. |
| Documentation | We are the best at service. | An approved reference and a concrete description of the work process. |
| Offer | Get in touch for more information. | Explain what an initial review includes and what affects the price. |
| Button | Send. | Request an assessment of your service needs. |
| After contact | No explanation. | Describe who responds and what you clarify in the first conversation. |
Answer the questions in a useful order
Start with what the offer is and who it is suitable for. Follow up with the information the customer needs to assess relevance: what is included, practical limitations and which conditions apply. Then show how the process works and what happens after contact.
Use documentation where it helps the customer assess the claim. A mention of good follow-up fits well near the description of the collaboration. A picture of an actual delivery can support the explanation of the work method. Only use material you have the basis and rights to present.
Keep the option to check who you are. Contact information, business details and a route to more information make it easier to verify the sender. A clear primary action does not have to mean that all other useful information disappears.
- What can the customer get help with?
- Who is the offer suitable for, and who is it less suitable for?
- What is included, and what affects the price?
- What shows that you can deliver what you describe?
- What happens when the customer gets in touch?
Make contact simple without losing necessary information
Ask for what you need to respond and route the enquiry. Assess each field: is the information used right away, or can it be clarified in the conversation? A form with fewer fields is not automatically better if the team has to contact many unsuitable people to understand the need.
A possible starting point for a quote request is name, preferred contact method, service and a short description. Adapt this to the task. Show which fields are required, explain errors at the relevant field, and keep the completed information if something needs to be corrected.
Test the entire contact flow on mobile. Check both the confirmation the customer sees and how the enquiry is received by the business. A successful on-screen submission is not enough if the enquiry does not reach the right person or the follow-up is unclear.
Create a measurement plan that tracks the enquiry further
Decide in advance what you need to know. Traffic and form starts can help you identify friction, but they should be assessed together with confirmed submissions and the quality of the enquiries. Define what “qualified” means, for example the right service, delivery area and a genuine need.
Google Analytics includes events for form start and submission in enhanced measurement. Check them in your actual setup, and distinguish between a recorded form action and confirmed receipt in the CRM or another receiving system. Google also requires that this measurement does not collect personally identifiable information; field contents must not be sent as analytics parameters.
| Step | What it tells you | Check |
|---|---|---|
| Page visit | Whether relevant traffic is reaching the offer. | Source and campaign are recorded as planned. |
| Form start | Whether visitors start getting in touch. | The event applies to the correct form. |
| Confirmed submission | Whether an enquiry has actually been received. | A test can be traced through to the receiving system. |
| Qualified enquiry | Whether the need matches the offer. | Sales uses a shared definition. |
| Quote or job | What happens after the first contact. | The outcome is updated and linked to the enquiry where possible. |
Change the page based on a specific hypothesis
Focus on one clear uncertainty at a time. If sales keeps getting questions about geographic coverage, the hypothesis might be that the area is explained too poorly. Make the coverage clearer and monitor the type of enquiries, not just how many come in.
With enough traffic, you can compare variants with a planned test. With low traffic, it is often more useful to combine technical checks, short task tests and a review of actual enquiries. Two extra submissions alone are not proof that a change works.
Note what was changed and when. Also consider campaigns, seasonality and other changes that may have affected the result. Conversion optimisation becomes more useful when you can explain what you examined and which findings justify the next action.
Questions and answers
What is the difference between a landing page and the homepage?
A landing page is the page visitors arrive at from a link or ad. When it is created for a campaign, it typically has a focused offer and next step. The homepage often needs to guide multiple customer groups to different parts of the business.
How long should a landing page be?
Long enough to answer the questions the customer needs clarified before taking the next step. A complex project usually requires more explanation than a simple order. Use clear sections and test whether customers can find the information they need.
What is a good conversion rate?
It depends on the traffic, the offer and what you count as a conversion. Compare trends using a consistent definition, and always assess the quality of enquiries alongside the volume.
Sources and further reading
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