Match the message.
Read the advert and the first screen of the landing page together. Do they describe the same offer? A person should not have to work out whether they have arrived in the right place. Keep the language and the main promise connected.
Answer the next question.
An advert earns a moment of attention. The page needs to explain the details that attention creates: what the offer is, who it suits, how it works and what happens next. Put the most useful answers where people can find them.
Show something specific.
Use relevant product views, a demonstration, examples of the work or a clear explanation of the process. Support claims with evidence you can stand behind. Avoid adding numbers or testimonials simply because the layout has space for them.
Make one action easy to find.
Decide what the page is mainly asking someone to do. It could be buying, enquiring or booking a conversation. Give that action a clear label and explain what will happen when they take it. Supporting links can still be available without competing for attention.
Check it on a small screen.
Look at the actual page on a phone. Can you read the text, reach the button and understand the offer without awkward zooming? Check the form as well as the hero. A smooth first impression is wasted if the final step is difficult.
Join the learning back to the creative.
Review the ad, the offer and the page together. A weak enquiry rate is not automatically a design problem, and a strong click rate does not tell the whole story. For dedicated ecommerce campaign testing and optimisation, explore Surge, backed by Creative 3’s production team.
