What a landing page is, and how it differs from your website
Your website presents the whole business: services, story and contact. A landing page is about one thing and asks for one action. If someone clicks an ad for “teeth cleaning in Austin”, they should land on a page about teeth cleaning in Austin with a button to book, not on your home page.
The phone decides
In the U.S., 91% of adults own a smartphone (Pew Research Center, 2026). Many of the people who see your ad will open it on a phone, often on a mobile connection.
Every second counts
Google’s research found that when a page takes 3 seconds to load instead of 1, the probability that the visitor leaves goes up 32%. At 5 seconds, it goes up 90%.
Google/SOASTA Research, 2017 (Think with Google)
See the data
| Load time | More likely to leave |
|---|---|
| 3 seconds | +32% |
| 5 seconds | +90% |
| 6 seconds | +106% |
| 10 seconds | +123% |
Deloitte ran a study for Google with 37 brands and 30 million mobile visits. Loading just 0.1 seconds faster was enough to see:
Speed also counts with Google:
- Its search ranking systems use the page’s loading, responsiveness and stability measures (Core Web Vitals).
- In Google Ads, the ad’s position depends on your bid and also on the quality of the ad and the landing page. A better page can win a higher position at a lower price.
What a well-built landing page has
One goal
One button, one action. No menu pulling people away.
The same message as the ad
Whoever clicked sees right away what they were promised.
Fast on a phone
Light images and nothing that jumps while it loads. Measure it for free with PageSpeed Insights.
A short form
Ask only for what you need for the next step.
Proof you can trust
Real reviews, examples of work and contact details.
Measurement
How many people arrived, where they came from, and how many bought or booked.
What conversion rate should you expect?
Unbounce reviewed more than 41,000 landing pages and 57 million conversions between 2023 and 2024. The median was 6.6%: of every 100 visits, 6 or 7 did what the page asked. It varies a lot by industry: 8.3% in financial services and 3.8% in software. Rather than a target, it is a starting point for measuring yours.
How we build them at CDMarketing
Our own site scores 100 in performance, accessibility, best practices and SEO in Google’s PageSpeed Insights, on mobile too. That is how we build landing pages: made to measure, without heavy templates, and with measurement ready from day one. In our direct bookings case study you can see how we measure results in a real business.
Sources
- Pew Research Center · Mobile Fact Sheet (survey of Jan. 30–June 18, 2026)
- Google Search Central · Mobile-first indexing, final step (June 2024)
- Think with Google · New industry benchmarks for mobile page speed (Google/SOASTA Research, 2017)
- web.dev · Milliseconds make millions (Deloitte for Google, 2020)
- Google Search Central · Core Web Vitals and Google Search results
- Google Ads Help · About Ad Rank
- Unbounce · Conversion Benchmark Report 2024