The parts of a working landing page
Most lead-capture pages built for paid traffic share the same short list of parts, whatever the industry:
- A headline that echoes the ad the visitor clicked
- A plain explanation of the offer and who it is for
- Proof you can stand behind, such as licenses or service areas, where they apply
- A short form with clear labels
- Consent wording next to the submit button, with a link to your privacy policy
- A thank-you page that says what happens next
- Tracking that records each submission once
None of these is complicated on its own. The work is in fitting them together so a visitor on a small screen can read the offer, fill in the form and get a clear confirmation without friction.
Form setup, field by field
Forms are where most of the careful work happens. A good starting point is to ask, for each field, who uses this answer and when.
- Name and email or phone: needed for any follow-up.
- Company or business type: useful in B2B, where the sales team sorts requests.
- Service or project type: often a dropdown, so answers stay consistent.
- Notes box: optional, for anything the visitor wants to add.
Fields nobody reads get cut. Required fields are marked clearly, error messages say exactly what to fix, and the keyboard on a phone matches the field (numbers for phone, email layout for email). Hidden fields can carry campaign details such as UTM values into your CRM without the visitor seeing them.
Some campaigns use a two-step form, with a simple question first. Treat that as something to test on your own traffic.
Checking a proposal for landing page work
Proposals for landing page work vary a lot in what they include. Read one with these points in mind:
- How many pages or page versions are included, and what counts as a revision
- Whether form setup, the thank-you page and tracking are inside the scope or extra
- Where the pages will be hosted and who owns that account
- Whether testing is included and how tests are judged
- What ongoing edits cost, if anything, after launch
- What you receive at handover
Cost is usually driven by the number of pages, how much copy needs writing from scratch, the form and CRM connections, and whether ongoing testing is part of the work. A quote request can describe your campaigns so a service partner can scope it.
Questions about landing pages and forms
How many fields should a lead form have?
Only as many as your follow-up uses. Name and a way to reach the person are the core. Add a service type or company name if your team sorts requests by them. Each field you add asks a bit more of the visitor, so cut any that nobody reads.
How long should a page test run?
Long enough to cover normal weekly patterns and to collect enough submissions on both versions to compare them. On small accounts that can take a while, and sometimes there is not enough traffic for a formal test at all. In that case changes are made one at a time and watched over a longer period.
Who owns the pages if I change providers?
Ideally you do. When pages live on your site or in a builder account in your name, they keep running after an engagement ends. If a provider hosts them in their own account, ask in writing how a transfer works before the build starts.
Send your request with a work email and a few notes about the campaigns you have in mind.
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Search ads setup
A one-off build of campaigns, conversion actions and budgets in Google Ads, ready for you or a partner to run afterward.
LinkedIn for B2B
Targeting by job title, industry and company size, with lead gen forms that flow into your CRM instead of a spreadsheet.
Follow-up setup
Alerts, tasks and simple follow-up sequences in your CRM, so new inquiries are answered by the right person.