Landing Page Design and Development

What is a landing page, and how is it different from other pages on your site?

A landing page is the first page a visitor reaches from a specific campaign, ad or email, and it is built for a single action. It is also called a campaign page. A page on a corporate website offers many readers many paths; a landing page offers one reader one path.

That difference shapes every design decision. The navigation is often simplified or removed, every section supports the same offer, and the page is judged by one measure: whether the visitor took the expected action. UNIT İstanbul designs and develops these pages under the Unit Software brand with its own software team.

When do you need a separate campaign page?

Not every ad needs a new page. If an existing product or service page clearly delivers on the promise in the ad and has an obvious conversion point, sending traffic there is often enough. A separate landing page makes the difference in these situations:

How do you keep the page consistent with the ad?

Message match means the promise, visuals and tone a visitor saw in the ad appear on the landing page straight away. Someone who clicks on a specific offer and lands on a generic homepage has to find what they wanted on their own, and many simply leave.

• In Google Ads search campaigns, the page headline stays close to the search term and the ad copy; ad groups with different intents are sent to different page variants when needed.
• With Meta ads, visitors arrive from an image or a video, so the first screen of the page continues the same visual language and the same offer.
• On LinkedIn, the reader is often a decision-maker or influencer; the page speaks the language of their sector and role and puts corporate trust signals up front.
• We work from the same brief as the campaign team so the page is updated whenever the ad copy changes.

For brands that also run their advertising with us, the page and the campaign are planned by the same team; see our Google Ads and Meta Ads pages for details. If another team manages your ads, we build the page around their campaign structure.

One goal, one action: how is the page structured?

A good landing page answers the questions in the visitor's mind in order and suggests the same action after each answer. The order of the sections depends on how complex the offer is; for expensive or long-term decisions, the page carries more explanation and more trust signals.

1. 1.First screen: a headline that matches the ad, the core of the offer and a visible call-to-action button.
2. 2.Value: what the offer gives the visitor, in short and concrete points.
3. 3.Proof: verifiable trust signals, certifications, genuine customer reviews or a description of the process.
4. 4.Objections: answers to questions about price, timing, cancellation and delivery, often in a short FAQ section.
5. 5.Action: a form, WhatsApp or a phone call, with consistent buttons leading to the same goal throughout the page.

The conversion path is chosen to fit the goal as well. A form delivers qualified, structured information to your sales team, and its fields are limited to what is genuinely needed. WhatsApp and click-to-call work well for services where people decide quickly on mobile, but their measurement and follow-up need separate planning. We decide together which one to use by looking at how your sales team handles enquiries.

How does page speed affect your advertising costs?

With paid traffic, a slow page means a click you have already paid for disappears before the page even appears. Landing page experience is one of the factors behind Google Ads Quality Score, and the page's relevance, mobile usability and loading speed all influence that assessment. A better Quality Score can contribute to lower costs per click for the same ad position and to better opportunities to show your ads.

That is why we set Core Web Vitals as targets at the start of design: how quickly the largest content loads (LCP), how fast the page responds to interaction (INP) and how much it shifts while loading (CLS). Heavy video backgrounds, too many fonts and unnecessary third-party scripts are the causes of slowness we see most often.

We design pages mobile first: the headline, the offer and the action button must be visible at a glance on a phone screen, and the desktop layout is built on top of that. Because much of the traffic from social media ads opens in in-app browsers, we test in those browsers too.

What does an A/B test-ready structure mean?

An A/B test-ready landing page is one where sections such as the headline, the hero image, the way the offer is presented or the length of the form can be varied without changing code. Because we build pages from components, a new variant is quickly prepared as a different arrangement or different copy of the existing parts.

• Variants use the same event names and the same conversion definition, so results stay comparable.
• Traffic is split on the server wherever possible, rather than with slow scripts that change content after the page has loaded.
• Search engines are told clearly which variant is the main page, so no duplicate content problem arises.

If you want to run the testing itself, meaning the hypotheses, sample sizes and interpretation of results, as a programme covering your whole existing site, that falls under our CRO and analytics service. The landing page service produces the testable page and its variants.

How is conversion tracking set up on a landing page?

Measurement is set up from a written plan before the page goes live: which action counts as a conversion, which events are tracked as intermediate steps and which data is sent back to which advertising platform. With GA4 and Google Tag Manager, events such as form submissions, WhatsApp clicks, call button taps and scroll depth are defined with consistent names.

Browser restrictions and ad blockers mean measurement that relies only on tags in the browser can fall short. On suitable projects we therefore set up server-side tagging and also send form submissions through server-to-server connections such as the Meta Conversions API, Google Ads enhanced conversions and the LinkedIn Conversions API. Events are matched with a shared identifier so the same conversion is not counted twice.

How do data protection rules and cookie consent affect measurement?

Non-essential cookies and marketing tags do not run until the visitor has given consent. We set up the cookie consent banner together with Google Consent Mode so that tags behave according to the consent status. A link to the privacy notice sits next to the form, and where permission for marketing messages is needed, a separate, unticked consent box is used. The legal wording is finalised with your own legal adviser.

How do you manage multilingual and multi-market campaign pages?

When the same campaign runs in more than one country, the page is split into languages from a single template, but a word-for-word translation is not enough. The offer, currency, phone and address formats, trust signals and legal texts are adapted for each market. Layouts for right-to-left languages such as Arabic are tested separately.

If the pages should also appear in search engines, the language versions are linked to one another with hreflang markup. GDPR requirements for visitors in the European Union and KVKK requirements for visitors in Turkey are handled separately in the consent and privacy notice setup.

Can your team update the page themselves?

Campaigns change quickly, and needing a developer for every headline change slows them down. That is why we build pages from ready-made components connected to a content management panel. Your marketing team can update the headline, images, offer copy, FAQ section and form field labels themselves, and can create a new variant by duplicating an existing page.

The parts that could break the page's speed or measurement are protected: tracking code, form connections and the page skeleton cannot be changed from the panel. Your team can work freely without the technical quality slipping. At handover, we give your team a short training session and a written guide.

What happens to the landing page when the campaign ends?

In most projects this question only comes up after launch; we plan for it from the start. Variants built only for ad traffic are kept out of search engine indexes so they do not compete with your permanent service or product page for the same searches. For pages that do target search visibility, we clearly separate which searches the main page and the campaign page are each responsible for.

• Permanent redirect: when the campaign ends, the page is redirected to the closest permanent page, so the links and shares it earned are not wasted.
• Evergreen campaign page: if the topic continues even though the offer changes, the same address is updated with the new offer.
• Archive message: the page states clearly that the campaign has ended and offers the visitor a current alternative.
• Removal: variants with no remaining value are removed, with internal links and the sitemap cleaned up.

What determines the cost of a landing page?

Scope matters more than the number of pages. When preparing a proposal, we look at whether the design is bespoke or uses an existing component library, how many variants and languages are needed, integrations such as a CRM, call centre or booking system, the need for server-side measurement, a content management panel, photo and video production, and maintenance support during the campaign.

How is the landing page service different from web and CRO services?

Rebuilding your entire corporate website or your e-commerce platform is the subject of our web and e-commerce service. Conversion analysis and an ongoing testing programme on your existing site fall under CRO and analytics. The landing page service is the development of a single-purpose page for a specific campaign or offer. You can find UNIT İstanbul's software work and references on the software services page, and get in touch with us about your campaign.