A landing page is a page built for the visitor to do one single thing. It doesn't have a menu full of options or ten sections about the company: it has an offer, the reasons to believe it, and a button. It's the page people land on from an ad, a QR code, or a specific link.
Landing page, full website, and link in bio
| Landing page | Full website | Link in bio | |
|---|---|---|---|
| Goal | One specific action | Inform about the whole business | Send people elsewhere |
| Content | One offer or service | All services, the company, contact | A list of links |
| Navigation | Minimal or none | Full menu | Buttons |
| Best traffic for | Ads, campaigns, QR codes | Google, referrals, social media | Instagram and TikTok |
They don't compete with each other. A business can have its full website for people who find it on Google, and a landing page for each campaign.
When you need a landing page
- You're running paid ads and want people to land on a page that talks about exactly what the ad said, not the general homepage.
- You have an offer or a season: a summer promotion, a package deal, a course with a set date.
- You sell a specific service that gets lost inside a page with too much going on.
- You want to measure a campaign: with one page per campaign, you know exactly how many visits and how many messages each one brought in.
When you don't need one
If your Facebook and Instagram ads lead straight into a WhatsApp conversation, sometimes the landing page is overkill: the ad already does the job of presenting the offer, and the conversation closes the sale. We see this in our own campaigns, where a good share of our ads open the chat directly. A landing page becomes important when the customer needs to see more before writing to you: past work, prices, a process. That's why we built our own work page: for anyone who saw an ad or an analysis and wants to see what we've done before reaching out.
Want us to build yours?We send you a free analysis of your business before we start.
Message me on WhatsApp →The parts of a landing page that converts
1. A headline that says what you sell and why you
The visitor decides in seconds whether to stay. The headline has to answer what it is and what makes it different. The price goes nearby, but not in the headline.
2. A subheading that says who it's for
One or two lines that confirm to the visitor they're in the right place: "For Encarnación businesses that want to take reservations over WhatsApp."
3. The button above everything else
The call-to-action button has to be visible without scrolling, on a phone. In Paraguay, that button is almost always WhatsApp, with a prefilled message that says which campaign it's coming from. We explain how to build it in the WhatsApp link guide.
4. The proof
Past work, real photos, reviews, concrete numbers. Something the visitor can verify.
5. The price or a range
Showing the price, or a starting price, filters out the curious and saves a question for someone who's already decided. If the price depends on the case, explain what it depends on.
6. Frequently asked questions
The same ones people ask you on WhatsApp, answered right on the page. Every answer is one less objection.
7. The same button, several times
After the proof, after the price, and at the end. Always the same button, with the same message.
What to measure
- Visits coming in from each ad.
- Taps on the WhatsApp button: this is the real conversion on a Paraguayan landing page.
- Session recordings with Microsoft Clarity: watching how people scroll, where they stall, and where they leave tells you what to change.
- Messages that arrive with that campaign's text, so you can cross-check them against sales.
With that data, a landing page gets better week by week: you change the headline, move the proof higher up, try a different photo.
Common mistakes
- Sending the ad to the site's homepage, where the visitor has to go hunting for the offer.
- Asking for too much information in a form when a WhatsApp button would do.
- A clever headline that doesn't say what you sell.
- A heavy page that's slow to load on mobile data.
- Measuring nothing and deciding by gut feeling.
Landing pages in our package
Our website package includes a landing page for ads, on top of the site's regular pages. If you already have your website and need campaigns, we run ads on Meta Ads and Google Ads, with the landing page built into the strategy.