Why your ads should never point at your homepage
A homepage talks to everyone. A landing page talks to the one person who just clicked your ad — and that's why it converts.
You pay for every click. So the page someone lands on has one job: turn that click into an enquiry. Most homepages are bad at that job — not because they’re badly made, but because they’re built for everybody.
A homepage has too many jobs
It introduces the business, lists every service, links to the blog, the team, the careers page. For a visitor who searched “emergency boiler repair Leeds”, that’s a lot of places to go that aren’t “book a repair”. Every extra link is a way out.
A landing page has one
A good landing page is written for one search and asks for one thing. The rules I build to:
- The headline repeats the search. Someone who searched “boiler repair Leeds” should read “Boiler repair in Leeds” first — not a slogan.
- The button says what happens next. “Get my free quote”, never “Submit”.
- The button is the only thing in its colour, so the eye has one place to go.
- Proof sits next to the ask. Reviews and guarantees go beside the button, where the doubt happens.
- The form is short. Only what you need to call someone back.
- It’s fast on a phone, because most ad clicks come from one.
Then you test it
Launch is the start, not the finish. Headlines, buttons, images and form length can all be tested against each other — and the winners kept only when the numbers are clear, not when a result merely looks promising.
It’s the same budget. It just buys more enquiries. If your ads are pointing at your homepage, let’s talk.