Landing page design with one clear goal

What a landing page is and when it makes sense

A landing page is a standalone web page built around one goal: getting the visitor to fill in a form, call, sign up or order something. Unlike a regular website, it leads to one action.

It makes sense when you send visitors there deliberately: from ads, a newsletter or a QR code on a flyer. People arrive with a specific expectation and the page should answer it straight away.

Typical uses:

• a new service or product you want to validate before reworking your website,
• a seasonal offer, course, webinar or event,
• a campaign where you need to measure how many enquiries it brought in.

Who a landing page suits and who it does not

It suits you if:

• you have one clear offer and know what the visitor should do,
• you plan a paid campaign and want the ad to lead to a matching page,
• you are just starting out and need to get online quickly.

It does not suit you if:

• you offer several services for different audiences. On one page, none stands out.
• you want to be found in search for many different queries. That needs several pages.
• you need an online shop. webrocks does not build shops from scratch.

Landing page vs website: which do you need?

A landing page answers one question and leads to one action. A business website presents the whole company. Neither is better, they do different jobs.

For a campaign, a landing page is enough. For a permanent presence that can be found in search, a business website fits better. A landing page can also run alongside your website and be switched off after the campaign.

How the landing page is built

1. Goal and materials. It starts by clarifying what the visitor should do, where they come from and how success is recognised. Then the materials are reviewed: copy, photos, logo.
2. Structure. The goal sets the order of content: what the first screen shows, which doubts need answering and where the form goes.
3. Design and development. The page is designed for mobile and desktop and built to load quickly. You review it before launch.
4. Measurement. Analytics and form submission tracking are connected.
5. Launch and checks. The form, mobile display and conversion recording are checked.

What you get

• a finished landing page that adapts to phones, tablets and computers (responsive design),
• a contact form for enquiries,
• connected analytics for tracking visits and submitted forms,
• a page built to load fast: right-sized images, no unnecessary scripts.

What decides whether a landing page works

One goal. Every extra link or offer is a way out of the form. One of Jakob Nielsen’s usability heuristics is aesthetic and minimalist design: whatever does not help the goal distracts from it.

Content above the fold. The first screen should say what you offer, to whom and what to do next. In a 2018 NN/g study, users spent about 57% of their page-viewing time above the fold.

Speed. Google assesses loading and responsiveness with Core Web Vitals: LCP (when the main content appears), INP (response to clicks) and CLS (content jumping while loading). A good LCP is 2.5 seconds or less. When the main content is a large hero image, web.dev advises loading it with priority, not lazily, and at the right size.

Conversion tracking. Without measurement you do not know whether the page works. Form submissions should be recorded as conversions in analytics and, for campaigns, in the ad platform. According to Google Ads help, a URL-based conversion covers a thank-you page load, while button clicks need code.

What to watch out for

• The ad promises something other than the page. Visitors are then unsure they are in the right place.
• A form with too many fields. Ask only for what a first contact needs. Error messages should say what to fix.
• Cookie banners and late-loading elements. If they push content down after loading, they hurt visual stability (CLS), as web.dev explains. Reserve space for them.
• A campaign launched without verified tracking. According to Google Ads help, automated bidding optimises for primary conversion actions, so without recorded conversions it has nothing to optimise for. Submit a trial form and check the conversion appeared.
• Speed measured only in a testing tool. A Lighthouse or PageSpeed Insights score is, per the PageSpeed Insights documentation, a lab test with a simulated page load. Google publishes field data from real Chrome users only for sufficiently popular pages, so small and new pages may have none. A lab test is a check, not a verdict.
• A template carrying unnecessary code. Templates and page builders are quick to start with but may load scripts for features the page does not use.

If your existing landing page is slow, a website speed audit helps. If it is fast but enquiries do not come, a UX audit shows where visitors hesitate.

Landing page cost

A landing page costs from 8 000 CZK, including responsive design, a contact form, analytics and fast loading. The indicative hourly rate in the price list is from 500 CZK/hr.

The price depends on scope and complexity. It goes up with:

• more sections and custom elements, such as a calculator, booking or several forms,
• additional language versions,
• connecting the form to other systems, such as a CRM or a spreadsheet,
• missing materials, when copy and photos are still being put together.

Finished copy, photos and a clear goal bring it down. Describe your brief via the contact form and you get an exact price, with a reply within 24 hours.

Frequently asked questions

How much does a landing page cost?

From 8 000 CZK; the final price depends on scope.

Is a template enough, or is a custom landing page better?

A template is enough to validate an idea quickly and cheaply if you accept compromises in look and speed. A custom page pays off when it carries a paid campaign and should match your brand.

What is included in the price?

Responsive design, a contact form, analytics and fast loading. Anything else the page needs, such as a domain, hosting or another language, is agreed in the quote.

How do I know whether the landing page works?

By conversions, meaning submitted forms relative to traffic. For ad campaigns, conversions must also be recorded in the ad platform, see the article on Google Ads conversion tracking.

How long does it take to build a landing page?

It depends on whether materials are ready, the number of sections and how quickly feedback comes. The timeline is agreed per brief.