Landing page or website: Which page suits which objective?

1. First define the page's purpose

Google Ads defines a landing page as the page someone reaches after clicking an advertisement. It can therefore be an existing page on your company website. In project planning, the term often means a page specifically focused on one offering and one next step. Clarify which meaning is intended with everyone involved at the outset.

Our practical distinction is this: a company website puts your business and its offering in context. A focused campaign page guides visitors through a specific decision. If visitors need to compare several services, meet contacts and understand how you work, the website needs suitable paths. If an advertisement already addresses a specific need, a focused destination page can respond to that expectation more directly.

Source: Google Ads Help: landing page

2. Start with a short decision brief

Before starting the design, answer four questions in writing: who will visit the page? Through which contact point? What uncertainty should it resolve? What is the appropriate next step? These answers reveal whether the existing website can already fulfil the task or a new page is needed.

A planning example: an advertisement for photography coverage of a property development leads to a page about that specific production. Relevant content would include scope, preparation, possible formats and how to enquire. A visitor who first wants to compare marketing partners also needs information about the company and its wider offering. Both situations can be addressed within the same website through different entry points.

• One offering and a clearly defined audience: review an existing service page with a specific focus.
• A campaign with its own message or particular requirements: consider a separate destination page.
• Several services and different information needs: clarify the structure of the company website.

3. Deliver on expectations from the previous contact

Google Ads recommends aligning advertisements, keywords and destination pages in terms of content. The action described in the advertisement should also be easy to find on the page. Useful original information and straightforward mobile use are among its other recommendations.

For implementation, we suggest a direct comparison: place the advertisement next to the first section of the page. Are the offer and intended audience recognizable? Is the advertised focus actually explained? Is it clear what happens when someone makes contact? Then add any information needed for a decision. A strong headline can begin this work; the service scope, clear examples, and a suitable process must carry it forward.

Source: Google Ads Help: optimising advertisements and landing pages

4. Design the form around subsequent handling

We recommend planning contact forms with the people who respond to enquiries. First record what information is truly needed for a useful initial response. Further details can be clarified in conversation where appropriate. A general rule about the ideal number of fields does not replace this discussion.

Explain beside the form what the inquiry is for and what happens next. Only promise a response time if your company can deliver it operationally. Also check the confirmation after submission and the handover to the responsible person. A visually finished page is only ready for use when the contact route works reliably and someone takes responsibility for subsequent handling.

5. Consider results alongside inquiry quality

Before launch, decide how you want to assess the page. Submitted forms may be relevant for a consulting enquiry; your team should also record which contacts fit the offering. A rising number of enquiries only helps assessment when the needs behind them are understood.

Where possible, focus each improvement on a clearly defined hypothesis, such as whether an unclear service scope needs a more precise explanation. Document the change, timeframe and available feedback. If there are few visits or enquiries, interpret observations cautiously. Conversations with actual prospects can then reveal specific questions that an overall count would leave invisible.

6. A decision example with ongoing maintenance in mind

Imagine a hotel that already describes its meeting rooms on its website and is now planning a campaign for corporate events. First check whether the existing page answers this audience's exact questions: which types of event are suitable, which rooms are available, and which details are needed for an enquiry? If the offering and audience align, revising the existing page may be the right next step.

A dedicated entry page is more likely to be useful when a distinct offer needs explaining, such as a particular combination of an event and an overnight stay. Document which details apply only to that offer and which must match the general hotel page. Later changes to facilities, contacts, or terms can then be tracked and updated precisely.

Before implementation, discuss who maintains both pages. A campaign may have ended while its destination page remains accessible through links. Decide how the page will be used afterwards and which current contact route it should then offer. Also check saved links in advertisements, presentations and sent emails before changing the address.

The same example can be applied to other services: compare information needs, scope and responsibility for keeping content up to date. If the only difference is a new heading, the page may still lack a distinct purpose. If an offering has its own prerequisites, process variations or contacts, visitors should be able to see these differences. The page structure then serves a specific task and can be explained clearly within your team.