In short
A landing page is a page with exactly one goal, reached by visitors arriving from one particular source — an ad, an email, a link. What separates it from a normal subpage is the absence of distraction: no navigation, no second offer, one next step.
Why the homepage will not do
Because it is built for everyone. Somebody arriving from an ad about managed IT and landing on a homepage showing five divisions has to go looking — and a portion of them does not go looking, they leave.
The point is not design but match: whatever the ad said has to reappear at the top of the page, in the same words. Anything else reads like a mistake.
What belongs on it, in this order
A headline that picks up the ad's promise. One sentence saying who it is for. The proof — numbers, names, references, and real ones. Then the objection that comes up most often, stated rather than avoided. And one action, always the same one.
What does not belong: the full service list. A landing page answers one question, not all of them.
The mistake that burns budget
Pointing ten ads at one page. Then one page carries ten promises and none of them is at the top. Click costs keep running, enquiries do not arrive, and the wrong conclusion gets drawn: «Google Ads does not work for us».
The rule against it is inconvenient and simple: one page per ad group. If that is too much work, run fewer ad groups — not more promises on one page.
How we handle it
We build landing pages only together with the measurement. Without conversion tracking, a landing page is an opinion with click costs.
How we work: Google Ads and having a website built.
A term in your quote that nobody explained?
In a strategy call we translate the offer in front of you — even when it did not come from us.