Updated: Jun 10, 2025
Author: Vivienne Wang
Are you running digital ads that aren’t converting? You may need to invest in a high-quality landing page.
Unlike homepages, landing pages are highly specific and action-oriented. A cornerstone of digital advertising, they’re a simple yet powerful tool to improve ad performance and conversion rates.
This post from Adhesion offers a quick guide as to what exactly landing pages are and why they’re worth the effort.
A landing page is a single, focused web page designed to guide visitors to take a specific action (e.g. make a purchase or fill in a form). Generally, it’s the page that people land on when they click on one of your ads. This is what separates landing pages from homepages or other generic pages: they’re conversion-focused. While your ad may acquire site visitors, it’s the landing page’s job to drive that conversion home – lead generation, sales, or otherwise.
Your Quality Score directly affects your Ad Rank, which can limit the appearance of your ads if deemed poor. Performance can be improved by optimising your landing page experience – making sure your landing page is relevant and useful to users.
Landing pages should offer a seamless user experience from first click to conversion. Intent is key; every aspect of your page should support your strategy, with value-driven messaging and targeted visuals that draw the eye to your conversion goalposts: forms, purchases, etc.
Keep these tips in mind when building your page:
Optimising your website with effective landing pages is worth considering, especially if you’re running Meta or Google Ads. A small investment in the right page can mean a big difference in ROI – you’ll be fulfilling users’ expectations and capturing their attention. While ads can garner clicks, it’s up to your website to convert them.
Need help building high-performing landing pages? Talk to the Adhesion team – we build smart websites and campaigns that convert.
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