Three destinations compared
| Destination | Strength | Weakness |
|---|---|---|
| Homepage | Shows the whole business | No focus, many exits |
| Landing page | Continues the ad's offer | One more step than a form |
| Instant form | Fast, stays in the app | Leads can be less committed |
Why social differs from search
A search visitor arrives with a need already in mind. A social visitor arrives curious, interrupted mid-scroll. The page must pick up the ad's message right away, or they go back to their feed.
Instant form or landing page
Instant form
- Prefilled contact details
- More leads at lower cost
- Leads remember less
- Needs fast follow-up
Landing page
- Room for proof and details
- Fewer leads at higher cost
- Leads know what they asked for
- Tracked with pixel and server
Add a qualifying question or a review screen to an instant form to slow it down a little. That usually improves lead quality.
What the page needs
- A headline that repeats the ad's offer
- Real photos that match the ad
- Proof, like reviews or project counts
- One form or button, near the top
Good example. A solar company's video ad leads to a page with the same offer, local installs and a three-question form. Leads show up ready to talk.
Bad example. A solar company sends social clicks to its homepage. Visitors face a menu of 12 options and leave.
Read what makes a landing page convert. We build landing pages for social campaigns.