Landing page design: A conversion-focused landing page for advertising traffic

How do speed and mobile use affect a landing page?

In advertising, you pay for every click; if the page opens slowly or looks broken on a phone, that click may be lost before becoming an inquiry. Google’s destination policy also lists websites that do not load quickly in common browsers and on common devices among examples of destinations that make navigation difficult.

The shared language for speed measurement is the Core Web Vitals metrics. web.dev’s Web Vitals guide recommends that, for a good user experience, the largest content element load within 2.5 seconds (LCP), interactions receive a response in 200 milliseconds or less (INP), and visual layout shift remain at 0.1 or below (CLS). The aim is to meet these thresholds at the 75th percentile of page loads, with phone and desktop visits evaluated separately.

Factors that frequently reduce landing page speed include oversized first-screen images, autoplay videos, tracking codes layered on top of one another and heavy slider plugins. In landing page design, images are compressed, code not needed on the first screen is deferred, and buttons are kept large enough to tap comfortably with a finger. The phone number is set up to start a call when tapped, while the WhatsApp button is set up as a link that opens the message screen directly .

How are form, WhatsApp and phone clicks measured?

Measurement on a landing page is established by recording actions such as submitting a form, clicking the WhatsApp button and tapping the phone link as separate events and marking them as key events in Google Analytics 4 (GA4). These events are added to the page through Google Tag Manager (GTM) and transferred to Google Ads as conversions when needed. Without measurement, you cannot see which ad generates inquiries, and budget decisions are left to guesswork.

The three basic actions are handled as follows during setup:

• Form submission: The event is triggered when the form is submitted successfully (when a thank-you message or thank-you page appears). Pressing the button alone does not count; this prevents unsuccessful or incomplete attempts from appearing as inquiries.
• WhatsApp click: Clicking the WhatsApp link is recorded as an event. This record shows that the message window was opened; it does not show that the message was actually sent.
• Phone call: On mobile, tapping the phone link can be measured as an event. Google Ads also offers a method that replaces the number on the website with a Google forwarding number and counts calls longer than a specified minimum duration as conversions; because forwarding numbers are available in certain countries, eligibility is checked during setup.

GA4 allows up to 30 events to be marked as key events in standard properties; a few meaningful events are enough for a landing page. Setup is verified through test submissions, and the measurement scope is stated separately in the quote. The cookie notice and consent settings are also planned together with measurement.

How is an A/B test structured on a landing page?

An A/B test is a method of showing two versions of a landing page to different visitor groups during the same period and comparing which generates more inquiries. For a reliable comparison, only one variable is changed at a time: for example, the headline, button text, form length or first-screen image.

Google Search Central’s A/B testing guidesets out several rules to prevent testing from harming search visibility. Googlebot is not shown different content from users, variation URLs use rel=”canonical” pointing to the original page, temporary 302 redirects are preferred over permanent 301 redirects if a redirect is needed, and variation pages and test code are removed when the test ends. According to the guide, the time required for a reliable result depends on the conversion rate and traffic volume.

It can take a long time to reach a meaningful result in a campaign with low traffic. In such cases, measurement is set up first, data accumulates, and then a single test is conducted on the element with the greatest uncertainty. On the Google Ads side, custom experiments also allow comparisons of campaign changes by sharing the original campaign’s traffic and budget.

How does the landing page design process proceed?

The process starts by clarifying the advertising goal; it ends with delivery after the page goes live and measurement is verified. The steps proceed in the following order:

1. Initial assessment: The service to promote, target area, advertising platform and desired action (form, WhatsApp or phone) are discussed. This consultation is free.
2. Quote: The scope, price and delivery plan are shared in writing the same day.
3. Messaging plan: The phrases to be used in the ad are matched to the page headline; copy, images and offer information are collected.
4. Design and setup: The page is designed for mobile screens first; SSL and SEO infrastructure (title, meta description, speed settings) are set up. The domain name and hosting are registered in the business’s name.
5. Measurement setup: If included in the scope, form, WhatsApp and phone events are defined using GA4 and GTM and verified through test submissions.
6. Checks and launch: The page is tested on different phones and browsers; it is confirmed to open without errors before being entered as the ad’s final URL.
7. Delivery and administration panel training: You are shown how to update copy, images and campaign information through the administration panel.

Changes to be made to the page during the campaign are planned according to advertising data. Ongoing work such as monthly maintenance of the live website, SEO and advertising management is explained together on the website management page.

What determines landing page prices?

Landing page prices are determined by whether the page will be built as a new single-page website or as a campaign page within an existing website, and by the scope of sections, forms, languages and measurement. Onur Freelance does not have a separate landing page price list; the closest package, the single-page website package, starts from 12,000 TL.

The main items that change the landing page design price are the number of sections and content preparation, whether the form has a single step or multiple steps, the number of languages, the need for custom images or icons, and the scope of conversion measurement. For a campaign page added to an existing website, the website’s infrastructure and design compatibility are also reviewed; a firm quote is provided after the scope is clarified. When the number of pages increases, the corporate package (from 15,000 TL) becomes relevant, and when online sales are required, the e-commerce package (from 24,000 TL); optional monthly maintenance ranges from 500 – 2,000 TL.

The advertising side is calculated separately. Google Ads management is a separate service starting from 9,000 TL per month, and the advertising budget is outside this fee and paid directly to Google; the distinction between these items is explained on the Google Ads prices page. SEO is also a separately billed service starting from 9,000 TL per month. To see the package and starting price according to your selections, you can use the website cost calculator tool.

What mistakes are commonly made on landing pages?

One common mistake is directing an ad to the website’s home page and expecting visitors to find the service they are looking for themselves. Other mistakes encountered during landing page design and the correct approach can be listed as follows:

• A mismatch between the ad and headline: Writing “same-day service” in the ad and never mentioning it on the page. The correct approach is to repeat the promise in the ad on the first screen.
• Setting multiple goals: Making a form, newsletter signup, social media accounts and blog links compete on the same page. The correct approach is to choose a single primary action.
• Unnecessary form fields: Requiring fields such as company name, address and budget for the first contact. Details can also be obtained in the initial conversation.
• Launching without measurement: Increasing or cutting the budget without knowing which ad generates inquiries.
• Approving only on desktop: Text that overflows and small buttons on phones are overlooked in this situation.
• Unverified claims: The phrase “the best in the area”, fabricated customer numbers or fake reviews damage trust and may conflict with advertising platform policies.
• Deleting the page when the campaign ends while leaving the ad active: Google Ads does not approve ads for destinations returning a 404 error; the page and ad are deactivated together.