Landing Pages: What They Are and Why Small Businesses Need Them
What’s a landing page, anyway?
If you’ve ever clicked on an ad or a search result and ended up on a page that felt like it was written just for you, that was a landing page.
Unlike your homepage which has to cover everything - a landing page has one clear job: To speak directly to a specific audience, service, or location, and guide them to take the next step.
Why landing pages matter for small businesses
Landing pages help you connect with the right people in the right way:
You can speak directly to a client’s need so they feel like they’ve found the perfect fit.
You can target specific locations making it easier to be discovered by people searching in your area.
You can tailor pages for industries showing you understand their world and making it easier for them to choose you.
And here’s the bonus: Google loves landing pages. Why? Because they’re clear, focused, and relevant. Search engines reward pages that make it easy to match someone’s search with the right answer.
That means:
A page like “Virtual Assistant Auckland” helps you show up when someone searches that exact term.
A page like “Plumbing Services Dunedin” gets you visibility in your local area.
A page like “Website Design for Tradies” highlights your niche expertise and attracts the right kind of clients.
Why they work so well
Landing pages convert better because they cut the noise. No distractions, no wandering menus just a clear message, a benefit that matters, and an easy next step.
For small businesses, that could mean:
More enquiries for the services you most want to grow.
Local clients finding you when they need you most.
Clients who already feel like you “get them” before you even speak.
How I keep it simple & stress-free
Creating landing pages doesn’t mean rebuilding your whole site. My process is about keeping it light and effective:
We figure out which services, locations, or industries matter most to you.
I create focused, easy-to-navigate pages that speak directly to those audiences.
I make sure they’re consistent with your brand so they feel like part of your site, not tacked on.
The end result? A website that feels personal, relevant, and designed to attract the right people.
FAQs
Q: How many landing pages do I need?
A: Start with 2–3 focused ones. You can always add more as your business grows.
Q: Do landing pages replace my homepage?
A: No. Your homepage is your general shopfront. Landing pages are like side doors designed for specific visitors.
Q: Do I need separate landing pages for ads?
A: Often yes. A tailored landing page usually performs better than sending people to your homepage, because it matches the ad’s message exactly.
Ready to take the next step?
If you’re ready to attract the right clients in the right places, let’s add landing pages that make it simple & stress-free for people to find and choose you.
Not sure where to begin? A quick Website Audit will highlight your best opportunities for landing pages — whether by service, location, or industry.
Missed Part 7? Go back and read Why Regularly Updating Your Website Matters (and How It Helps You Rank on Google) to see why your site should never be a “set and forget.”
This article is part of my 8-part Small Business Website Design Series:
Small Business Website Design: What You Need to Know Before You Start
Do You Really Need a Small Business Website? (The Answer is Yes)
How to Write Website Copy for Small Business That Converts
Website Design for Small Business: Simple, Affordable, and Effective
Business Website Design: How to Stand Out From the Competition
What to Look Out For When Moving Your Website to a Different Platform
Why Regularly Updating Your Website Matters (and How It Helps You Rank on Google)
Landing Pages: What They Are and Why Small Businesses Need Them
