A landing page is the page someone reaches from an ad, search, email or another link. To generate enquiries, it needs to clarify the connection between the visitor’s requirement, the business’s offering and the next action. Planning starts with that relationship before choosing colours or a visual template.
This roadmap helps prepare a new page or a rebuild with a defined objective. It offers neither a guaranteed conversion formula nor a rule requiring every page to remove its menu. If a page already receives visits but few enquiries, begin with measurement and journey diagnosis, covered in our specific article on conversion problems.
Prepare a brief before designing
Define the audience and the situation bringing them to the page. ‘Businesses that need help’ is too broad to guide content; ‘PrestaShop store managers assessing an upgrade’ allows concrete dependencies and questions to be explained. Choose the main action: request a diagnosis, ask for a proposal or arrange a conversation, according to what is actually offered.
- Expected traffic source and the message visitors see before the page.
- Priority requirement and situations outside the service.
- Offering, deliverables and conditions that can be stated.
- Information the team needs to assess the enquiry.
- Available evidence, responsibilities and publication criteria.
Present an understandable proposition in the opening section
The heading should identify the requirement and service. A short introduction can explain who it is for and what happens next. In a hypothetical upgrade example, ‘Assess your PrestaShop upgrade’ is more concrete than ‘Transform your digital future’. The button should describe the action without implying an immediate intervention that depends on assessment.
Keep the message consistent with the visit’s source. If an ad concerns support, a page dedicated only to new stores may miss the expectation. Google Ads documentation recommends continuity between ad and destination. Repeating every search word literally is unnecessary; answering what the visitor seeks is essential.
Organise content around the visitor’s decision
Explain recognisable requirements, included work, deliverables and process. Instead of listing abstract company qualities, show the progression from assessment to proposal and agreed implementation. Identify what depends on access, compatibility or further information. Depth should reflect service complexity; a technical intervention may need more context than a simple appointment.
Use headings that help locate answers and a coherent hierarchy. FAQs should address genuine contracting questions such as preparation, scope and support. Do not make every paragraph repeat the call to action. Visitors should be able to understand the proposal even when they are not ready to enquire.
Choose images and evidence that explain the work
An image should add information: a contextualised public project, a process diagram or an example of catalogue organisation. Identify illustrations and simulations accordingly. A generic team photograph or a growth chart without data does not establish experience or results. Captions and alternative text should match what is actually shown.
Provide company identification and accessible contact methods. For a case study, clarify the demonstrable scope and status; for metrics, identify the source and comparable periods. Logos and testimonials need authorised use and context. Avoid badges, certifications or guarantees the company cannot document.
Design the form as part of the service
Request the data needed to respond. Name, email, website and a description may be relevant to a technical consultation; urgency and platform help direct the enquiry. Explain how information is used and provide the privacy policy. Do not make marketing consent an automatic consequence of requesting a proposal, or ask for store credentials at this first step.
Every field needs an identifiable label and instructions where necessary. W3C WAI guidance also recommends clear error and confirmation messages. Visitors need to know whether an enquiry was accepted, what to correct and how to get help. Show success only after the system confirms the intended record or delivery.
Prepare navigation and performance for mobile
The menu can be reduced to essentials, depending on the page and audience. Preserve access to trust information and contact details. Review readability, contrast, keyboard focus and touch target sizes. A fixed button may help provided it does not cover text or fields. Visual hierarchy should remain clear when content wraps across lines.
Reserve image space and choose assets suited to their displayed size. Assess loading and interaction response, using laboratory tests to locate issues and field data where available. Autoplay video or visual effects should justify their cost. Completing the contact task remains the main usability test criterion.
Validate publication and define monitoring
Before publishing, confirm links, forms, error messages, internal receipt and presentation across devices. Define how to recognise a completed enquiry, distinguishing it from a click or a form start. Prepare enough records to investigate failures without collecting unnecessary information. Then monitor enquiry quality and received questions to guide revisions.
RedeShop can connect the page to your Google Ads strategy and website operation. To investigate an existing page, explore the five diagnostic checks before starting a complete redesign.