Stan Consulting · Service

Landing Page Design

Q: Will a better landing page actually improve my ROAS?

In most accounts, yes - especially when the current situation is sending paid traffic to a homepage or generic service page. Doubling conversion rate from 1% to 2% on the same ad spend effectively halves your cost per acquisition. Landing page quality has more use on ROAS than bidding strategy in most underperforming accounts.

Most paid traffic fails because the ad and the page say different things. Message match between your ad and your landing page is the biggest conversion lever you have - and the one most campaigns ignore.

Get a Second Opinion - $999 Book a Fit Call

Quick answer

Stan Consulting designs ad-matched landing pages where message, offer, and proof map directly to the campaign that sent the visitor. Page structure is diagnosed against actual buyer intent before any design begins. The entry product is a $999 Conversion Second Opinion delivered in 72 hours - a written diagnostic of the current page and the structural fix list.

20+

Years Running Paid Campaigns

Ads + Pages

Built by the Same Team

1 Per Offer

Dedicated Page Per Audience

$999

Diagnostic Before Commitment

What kills paid traffic conversion

Six Landing Page Problems That Waste Your Ad Spend

The ad is not the problem. The page they land on is. These six structural failures are present in most underperforming paid campaigns.

Homepage as Landing Page

Paid traffic sent to a homepage competing for attention across twelve different directions. The buyer cannot find what they clicked for and bounces in seconds.

Message Mismatch

Ad says "Google Ads for Shopify stores." Page says "The team resolves structural marketing problems." The disconnect is immediate. The buyer assumes they clicked the wrong link.

No Single Clear Action

Four CTAs competing on the same screen. Newsletter, contact form, phone number, chat widget. Competing options produce no action. One clear next step is required.

Trust Signals Missing

No proof the business is legitimate. No testimonials, no credentials, no specifics. A visitor who cannot assess trust will not convert on first touch.

Form Friction Too High

Ten-field form on a first-touch page. Asking for phone, company size, and budget before the visitor has any reason to trust you filters out leads that would have converted.

Mobile Not Designed

Desktop layout adapted for mobile by a stylesheet. Buttons unreachable, text unreadable, forms impossible to submit on a phone. Over half of paid traffic is mobile.

What you get

Landing Page Design - What Is Included

Each page is built for a specific ad, audience, and offer. No templates applied across campaigns.

Ad-to-Page Message Map

Written document mapping your ad headline, description, and audience to page headline, subhead, and opening copy. Message match designed before a pixel is placed.

Page Structure Design

Section order built for the buyer's decision sequence: problem acknowledged, solution credible, offer clear, objection handled, action obvious. Not the designer's preference.

Conversion Copywriting

Headline, subhead, body copy, and CTA written for the specific audience segment and intent level. Conversion copy, not marketing copy. No padding phrases.

Trust Architecture

Proof elements placed at the exact point in the page flow where doubt appears. Testimonials, results, credentials, and guarantees positioned to remove friction.

Form and CTA Optimisation

Right number of fields for the stage of intent. Primary CTA singular and clear. Micro-conversions for lower-intent visitors who are not yet ready for the primary ask.

Mobile Build and QA

Page built and reviewed at 375px viewport before desktop. Touch targets, font sizing, form usability, and load speed verified independently on mobile.

The process

How Landing Page Design Works

Brief

We map your ad, audience, and offer before anything is designed. The brief defines message match, conversion goal, trust requirements, and the one action the page drives. Not sure what your current page needs? Start with the $999 Second Opinion.

Build

Page built to the brief. Structure, copy, trust elements, and CTA in the correct sequence. One primary action. Mobile reviewed independently before delivery. No generic templates applied.

Test and Iterate

Page delivered with a clear testing framework. What to measure, how long to run it, and what to change next based on data. Decisions grounded in conversion logic, not design opinion.

The core principle

Why Message Match Is the Highest-use Fix in Paid Advertising

When someone clicks an ad, they have already self-identified. They have told you their intent, their language, and what they expect to find. The landing page has one job: confirm that they are in the right place and make the next step obvious.

Most paid campaigns fail to do this. The ad uses specific language. The page uses generic language. The buyer assumes they have landed on the wrong site and leaves. The ad budget records a bounce.

Message match is not a design principle. It is a revenue principle. Fixing it is often the highest-return change available in an underperforming account - higher than bid adjustments, higher than audience refinement, higher than creative testing.

The most common cause of wasted ad spend is not the ad - it is where the ad sends people. A generic page erases the specificity your ad worked to build.

A dedicated landing page converts paid traffic at 2 to 5 times the rate of a homepage for the same offer. The math on ad spend improvement is immediate.

If you are running ads without dedicated landing pages, fixing that is the first step. Not the bid strategy. Not the audiences. The page.

Who this is for

Is This the Right Fit?

This Is For You If

You are running paid traffic and sending it to a homepage or generic service page
Your ads have reasonable CTR but conversion rate is below 2%
You have different audience segments that deserve their own dedicated pages
You want the same team building both the ad and the page it points to
You understand that page decisions should follow conversion logic, not design preference

No-fit signals

You want a landing page as a branding exercise with no paid traffic planned
Your offer is not yet clear enough to explain on a single page
You need a full website redesign - this is campaign-specific page work
You want a one-time audit only - book the $999 Second Opinion instead
You need a landing page tool recommendation - we build, we do not advise on tools

Common questions

Landing Page Design - FAQ

What is message match and why does it matter?

Message match is the consistency between what your ad says and what your landing page says. When someone clicks an ad for "Google Ads for Shopify stores" and lands on a generic services homepage, the mismatch destroys conversion. Message match is the single biggest structural lever on paid traffic conversion rate.

What platform do you build landing pages on?

Platform depends on your existing tech stack. We build landing pages on Shopify, WordPress, and standalone HTML depending on where your paid traffic needs to convert. The platform is secondary to the structure and messaging - we select based on what your stack requires.

How many landing pages do I need?

One page per distinct audience segment and offer. If you are running Google Ads for two different services and Meta Ads for a third, you need three pages minimum. A single generic page trying to serve all three audiences will underperform each dedicated page.

Will a better landing page actually improve my ROAS?

In most accounts, yes - especially when you are currently sending paid traffic to a homepage or general service page. Doubling conversion rate from 1% to 2% on the same ad spend effectively halves your cost per acquisition. Landing page quality has more use on ROAS than bidding strategy in most underperforming accounts.

Do you also manage the ads that drive traffic to the pages?

Yes. Stan Consulting manages Google Ads and Meta Ads as well as builds the landing pages they point to. Having the same team build the ad and the page removes message mismatch by design - the intent that drove the click and the page that receives it are built as a single unit.