Part of our guide: Why is my website not getting enquiries?.
Written by Dan Sagar, FoundationsAI. Updated October 2026.
A landing page is a single web page with one job, usually getting someone to request a quote, book a call or download something. Your website has lots of pages and lots of jobs: explaining what you do, who you are and where you work. A landing page strips all that back to one offer and one button. That's why, if you're paying for ads, they should go to a landing page, not your homepage.
Landing page vs website
| Landing page | Website | |
|---|---|---|
| Purpose | One action, such as a quote request | Explain your whole business |
| Pages | One | Many |
| Menu and links | None or very few | Full menu |
| Best for | Ads, campaigns, special offers | People researching you |
| Message | Matches the ad they clicked | General |
Why you shouldn't send paid traffic to your homepage
When someone clicks an ad for "emergency boiler repair in Southampton" and lands on a homepage about everything you do, they have to go looking for what they wanted. Many won't bother. A landing page that repeats the ad's promise, shows reviews and has one quote button usually turns more of those clicks into enquiries, so each enquiry costs you less.
What a good landing page includes
- A headline that matches the ad.
- What you're offering and who it's for.
- Reviews or a short case study.
- A short form or booking calendar.
- Your phone number.
- No menu or links that lead people away.
When you need one
- You're running Google, Facebook or Instagram ads.
- You have a seasonal offer, like boiler servicing before winter.
- You want to test a new service before adding it to your website.
Common questions
Do I need a landing page if I have a website?
Only if you run ads or campaigns. For people finding you on Google, your website does the job.
Can a landing page rank on Google?
It can, but that's not usually its job. Landing pages are built for people arriving from ads, emails or social posts.
How many landing pages do I need?
One for each ad campaign or offer, so the page always matches what people clicked.
Can I build landing pages on FoundationsAI?
Yes. Pro includes the website and funnel builder, and on Managed we build them for you.
Want landing pages that turn clicks into enquiries?
Book a 45-minute demo. See also our guide: why is my website not getting enquiries?