Pages built for the ads that point to them

Where the form fits

On a lead-capture page, the form is the point of the whole thing, so most decisions start there and work outward. What do you need to know to follow up with someone? Name and a way to reach them, usually. Maybe a service type or a rough project size. Every extra field is one more thing to type with a thumb.

The page around the form exists to give people enough reason to fill it in. The headline sets the context, a short section explains the offer, and a few plain points answer the questions people tend to have before sharing their details. Consent wording and a privacy link sit right by the button.

After the form comes the thank-you page, which confirms the request went through and says what to expect. It is also where a conversion is usually recorded for your ad platforms.

Consent wording, privacy link and thank-you page

Three small pieces of a landing page carry more weight than their size suggests.

Consent wording. If your team will call or text people who submit the form, the wording beside the submit button needs to cover that. The exact text is your decision, made with your own counsel; a provider places the approved wording and keeps it visible on every page version.

Privacy link. The form should link to your privacy policy so visitors can see how their details are handled.

Thank-you page. After submitting, people should land on a page confirming the request arrived and explaining what happens next, such as who will be in touch. This page is also a common place to record the conversion for GA4 and ad platforms, which keeps counting simple and avoids counting the same person twice.

Checking a proposal for landing page work

Proposals for landing page work vary a lot in what they include. Read one with these points in mind:

• How many pages or page versions are included, and what counts as a revision
• Whether form setup, the thank-you page and tracking are inside the scope or extra
• Where the pages will be hosted and who owns that account
• Whether testing is included and how tests are judged
• What ongoing edits cost, if anything, after launch
• What you receive at handover

Cost is usually driven by the number of pages, how much copy needs writing from scratch, the form and CRM connections, and whether ongoing testing is part of the work. A quote request can describe your campaigns so a service partner can scope it.

Questions about landing pages and forms

Other services