The 8-Part Landing Page Layout That Turns Google Ads Clicks Into Leads

Build landing pages? Then you've probably done the same as me: endless second-guessing. What goes where? What actually matters?

I'd spend ages shuffling things around hoping for the perfect high-converting page.

I finally decided enough is enough. I wanted to solve the what-a-page-needs-and-where-it-goes problem forever.

For the kind of Google Ads I do a landing page has only one job: get the visitor to make contact. Usually by filling in a form, clicking the call button or messaging.

Why Don't More Visitors Convert?

I sat at a coffee shop with a notebook one Friday morning trying to figure out why someone would click an ad but not fill in the form.

I think I came up with a solid answer...

Before a visitor will make contact they must believe:

• That you do the thing they're looking for.
• That you're able to do what they want.
• That working with you is likely to be pleasant.
• That you'll respond to their enquiry.

I imagined the visitor having a conversation in their head as they read your the landing page.

Looks like I'm in the right place. Yip, they offer what I'm looking for. Yeah, they look legit. OK, this makes sense. Other people have used them so they're probably legit. Huh! Looks like they understand me. OK, let me fill in the form.

I designed my landing page flow from top to bottom to get this conversation going. Here's what's on the page.

1. Hero section: "Looks like I'm in the right place."
2. Problem section: "Yip, they offer what I'm looking for."
3. Profile section: "Yeah, they look legit."
4. Benefit section: "OK, this makes sense."
5. Process section: "OK, this makes sense."
6. Testimonials "Other people have used them so they're probably legit."
7. Frequently Asked Questions: "Huh! Looks like they understand me."
8. Bottom Call To Action: "OK, let me fill in the form."

Here's more on each section.

Hero section: "Looks like I'm in the right place."

The hero has one job: beat the bounce. It gets about 3 seconds to convince the visitor that they're in the right place. If it fails, the visitor bounces right off the page forever.

The way to do it is with a crystal-clear headline that leaves no room for doubt.

If the ad offers "Custom Oak Dining Tables" you won't get away with "London's Best Furniture Maker". Forcing the visitor to make the connection between what they want (a table) and who you are (a furniture maker) always lowers conversion rate.

And, anything else promised in the ad e.g. a free initial consultation, a free quote etc should also be obvious here.

Problem section: "Yip, they offer what I'm looking for."

This section must make sure that the visitor knows that you solve the kind of problems they have.

The closer your page matches what the searcher wants the higher the conversion rate will be. If someone's after a Volkswagen service, send them to the Volkswagen service page. If they're looking for a Toyota service, send them to the Toyota service page and so on.

Profile section: "Yeah, they look legit."

The general rule about landing pages is NOT to talk about yourself. The profile section is different. It's about you. It's here to show your visitor that you're a real business and start building a connection.

(I've got some ideas on writing profile sections here.)

Benefit section: "OK, this makes sense."

The benefit section promises the visitor that they'll get what they're hoping for. And it backs up your promise by showing how you'll deliver.

I like to keep this short. 3 benefits, each with a paragraph or two of explanation. That makes it easy to grasp. Remember, the landing page doesn't have to win the sale, just the lead.

Process section: "OK, this makes sense."

This builds on the benefit section. It goes into more detail about how you'll help your visitor get what they're hoping for. It also starts reassuring the visitor that working with you will be pleasant.

I like to set this out as a 3-step process showing an easy path from where the visitor is now to where they want to be.

Testimonials "Other people have used them so they're probably legit."

I don't have a strong opinion on how many testimonials should be on a landing page. Too few and you don't have credibility. Too many and it blocks the natural flow through the page.

I settled on showing 3 testimonials and adding a link to reveal more.

Frequently Asked Questions: "Huh! Looks like they understand me."

I've seen FAQS use to answer obvious questions e.g opening hours or the office address. I've also seen them abused for self-promotion e.g.

Why are you the best electrician?

Because our company mission and vision is to be the best.

Both seem like a waste of the space.

I prefer to use this section to pre-empt concerns visitors are likely to have. Here's an example from a client who builds websites for smaller businesses.

What if I don’t know what I want the site to look like?

No problem. We’ll show you examples and guide you based on what works for your type of business. You don’t need to be a designer—just tell us a bit about your goals.

What if I need help after the site goes live?

We can provide as much or as little support as you need. You’ll never be left on your own.

These questions offer reassurance and build trust.

Bottom Call To Action: "OK, let me fill in the form."

This section says "You want this, do this now to get it."

It's our last chance to get the visitor to contact us so I tend to be a little more direct here.

This is all a bit theoretical so I've put up an example page here. If you visit the pages you'll see the flow from top to bottom.

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