The promise should survive the click.
An advert sets an expectation. If the first screen of the landing page introduces a different offer or changes the language, visitors have to work out whether they are in the right place.
Our first check is the connection between the two: a recognisable message, a relevant offer and an obvious next step. The page can then answer the question that brought someone there.
Useful detail beats a broad promise.
People need to know who a service is for, what it involves and what happens after an enquiry. A page that answers those questions gives them something concrete to consider.
Clear scope, relevant deliverables and a simple explanation of the process do more than a list of impressive-sounding claims. Where the answer depends on a conversation, say what needs to be discussed.
Proof belongs beside the question.
A relevant example can answer a concern at the moment it arises. A long gallery at the bottom of the page may leave that same concern unanswered.
We choose genuine examples and approved evidence that support the specific claim. Concept work has a place too, provided it is clearly labelled and presented as an exploration rather than a client result.
The journey continues after the button.
A clear landing page can still lead to a confusing form or a confirmation that leaves people wondering what happens next. The experience includes all of those moments.
Before launch, our checks follow the route from advert to confirmation, on a phone and with a keyboard. Error messages should help someone correct a problem and continue.
Start with the gap that matters.
A finished page provides a starting point for learning. Useful enquiries and agreed measures help reveal where the journey is working and where it needs attention.
The next change should follow that evidence. Sometimes the answer is a clearer headline or a shorter form; sometimes the offer itself needs another look.
A practical next step
Explore the related service