Send paid traffic somewhere better than your home page

Landing pages and forms, in plain terms

This service sets up the pages your ads point to and the forms on them. That covers writing and laying out the page, building the form, adding consent wording and a privacy link, creating a thank-you page, and making sure each submission is recorded and reaches the right inbox or CRM.

It does not decide how many people will fill in the form. That depends on your offer, your pricing, the ads, the audience the ad platform shows them to, and what competitors are doing that week. What the page can do is remove obvious reasons to leave: slow loading, confusing copy, a form that asks for too much, or a submit button that is hard to tap on a phone.

See how it works for how a request is passed to a service partner.

Hosting, ownership and handover

Before any page is built, settle where it will live and who controls it. Common setups:

• Pages on your existing website, edited by whoever runs your site
• A page builder account in your name, with the provider added as a user
• A builder account owned by the provider, which can be harder to move later

The simplest arrangement for most businesses is for you to own the domain, the builder or hosting account, the form tool and the ad accounts, with the provider working inside them. Then, if the engagement ends, the pages keep running and nothing needs rebuilding.

At handover, expect a list of live pages, the form connections, where submissions go, and any scripts or tags added along the way.

Your consent and privacy wording

If your business will call or text people who fill in a landing page form, the consent wording on that form matters. Rules for marketing calls and texts in the US, including the Telephone Consumer Protection Act, sit with the advertiser. That means you decide the wording, ideally with your own counsel, and you keep records of what was shown.

A provider's part is practical: place the approved wording beside the submit button, keep it visible on every version of the page, and avoid pre-checked boxes where your counsel has said not to use them. They should also link to your privacy policy.

The FCC and the FTC publish general guidance on telemarketing and texting that is worth reading before that conversation.

Questions about landing pages and forms

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