Landing Page Design: What to Tell Your Designer (Unless You Want to Waste Your Ad Budget and Cry into Your Coffee)

Let’s say you're about to launch an ad campaign. You’ve spent time (and probably money) creating a beautiful ad. You're dreaming of leads and sales pouring in. You’ve got visions of dollar signs, new customers, maybe even early retirement. But wait—where are you sending all those eager clickers?

To a landing page, of course. Or at least, you should be.

That landing page is the make-or-break moment of your entire campaign. It’s like the first date after some flirty texting—you’ve hooked their interest,A now you need to deliver. But here’s the deal: great landing page design isn’t just about looking pretty. It’s about converting visitors into customers. And to get the best landing page design, your landing page designer needs some serious intel from you. The kind of stuff only you can provide.

Let’s break it all down. Here’s what your landing page designer needs to know (and why), so they can build a page that works harder than a barista on a Monday morning.

1. What’s the Goal of the Landing Page?

This is where your landing page designer will start. And if they don’t? Run.

Most landing pages are created for a very specific reason—usually to team up with a promotion, Google Ads campaign, Facebook ad, or other marketing effort. That page should do one thing only—convince visitors to take a single action. No wandering around your site, no menu bar offering them 47 other distractions. Just a straight-up Call to Action: Book an appointment now. Sign up to the newsletter. Get the freebie.

So, be very clear: What’s the purpose of the page? What's the exact result you're aiming for?

Because here’s the worst-case scenario: you launch an ad promising “50% off bath and comb session,” but your landing page says, “Sign up to our newsletter to get a chance to win a year´s worth of vaccination!”. Tragic. People hate this. And they lose all the trust in your brand.

Make sure your ad and your landing page are aligned like stars in a horoscope app.

2. What’s Your Most Popular Service or Product?

Unless you sell exactly one thing (like artisanal ice cubes or custom wigs for hamsters), you probably offer a few different products or services. But which one is your crowd-puller?

And no, we’re not looking for the most profitable one. We’re looking for the gateway product—the one that draws people in like the scent of fresh bread from a bakery. For example, if you’re a pet groomer, maybe your “Basic Wash & Fluff” service gets booked way more than full-on pet spa days. That’s your golden ticket.

The best landing page design starts by highlighting the offer that actually gets people through the door (virtual or physical).

3. What Benefits Do You Offer That Others Don’t?

This is where we get juicy. What are the little (or big) things your business does that others don’t?

Let’s say all the small groomers in your area only accept credit cards for purchases over 5€, but you accept anything—Visa, Mastercard, Amex, goat tokens—no minimum required. That’s a real benefit. Or maybe you offer a loyalty card that gives clients a freebie after 10 sessions. This stuff matters.

These extras don’t always scream from the rooftops, but they make a difference. Your landing page designer can weave them into the copy and layout to make sure your future clients are nodding along, thinking “Finally! Someone gets me.”

4. What’s the Customer Journey Like?

Some products can be bought with a click. Others need a whole process—think consultations, proposals, past clients testimonials, emotional support, etc.

If you’re selling something complex or custom (like custom made wheal chairs for animals ), your landing page won’t necessarily close the sale, but it should start the relationship. In that case, the conversion goal might be to collect leads or schedule a call, not sell something on the spot.

That’s why your designer needs to understand your typical sales flow. The best landing page design is one that fits seamlessly into the user’s natural decision-making path—whether that path is a sprint or a slow, winding stroll through Pinterest boards.

5. What Are Your Competitors’ Strengths and Weaknesses?

Yes, you need to do a little cyber-stalking. It's fine. Totally normal. Very productive.

Knowing what your competitors do well helps position your offer strategically. Maybe they offer 50 types of dog collars and you only have 10—but your turnaround time is a day and theirs is a week. That’s a win you can use.

And please, for the love of sanity, ignore pricing. Competing on price is like racing to the bottom. You'll win—and end up broke. Instead, focus on service, convenience, personality, and trust.

Your landing page designer can then highlight these advantages to make your business shine like a disco ball in a sea of beige.

6. What Makes You Different? (Yes, You Have a USP)

You probably already know your USP—your Unique Selling Point. But if not, think back to real experiences. Like the time you searched for a groomer for your Shih Tsu, and suddenly found one who doesn't go overboad with the cute fringes. All her clients actually still look like Shih Tsu. Dogs are gods and don´t need to have near-human haircuts.

She didn’t just offer a haircut. She offered a feeling. A scene. A mini universe.

That’s what your landing page should reflect too. Your designer needs to know what makes you stand out—what kind of people are drawn to your business, and why. That’s how you get the best landing page design: one that doesn’t just inform, but attracts your ideal people.

7. Who Is Your Ideal Client? (Spoiler: It’s Not “Everyone”)

Repeat after me: “I cannot sell to everyone.”

Trying to appeal to everyone is like trying to make a harness that fits both hamsters and dobermans.

You need to define who you actually want to work with. What do they care about? What makes them choose you? What do they not want? This is part of your branding, and if you haven’t done that work yet—sorry, it’s time.

Your landing page design will be 10x more effective when it speaks the language of your people.

8. What’s the Most Common Question People Ask Before Buying?

This is one of the biggest opportunities on your landing page. If you know there’s a question customers always ask before they click “buy" or "book", you can answer it right there on the page.

For example, if you’re offering a hotel for the dogs, they’re probably asking: "where is my dog going to sleep?”. So slap that answer on the page: "Your dog will sleep on a soft bed inside our castle in front of the fireplace.”. Boom—one less objection, one step closer to the sale.

Good landing page design doesn’t wait for people to contact you—it anticipates their concerns and soothes them instantly.

9. What Websites Inspire You?

Don’t worry, your designer doesn’t need you to direct every detail (“Move the button 2 pixels left!”). But giving them 3–5 examples of websites you love is super helpful.

It gives them a sense of the style, energy, and experience you’re aiming for. Tell them what you like about each one: the color palette, the way the layout flows, the tone of the copy—whatever feels right.

The best landing page designers know how to take inspiration and turn it into something custom for your brand.

10. What’s the Next Step (And Can We Please Agree on It)?

Finally, don’t leave your designer hanging. Be clear about what happens next. If you are about to open a dog hotel, when do you want the first draft? What’s the deadline? When’s the next check-in?

Also—if you say you’ll send them your brand photos by Friday, please actually send them by Friday. Otherwise, the whole process slows down and your designer starts sending “gentle reminders” that are slowly boiling with repressed rage.

Good communication = good results. Always.

To Sum It All Up...

Landing page design is about way more than fonts and buttons. The best landing page design starts with strategy. With clarity. With you knowing your business inside and out—and sharing that info generously with your landing page designer.

So, before you throw money at ads, take a little time to gather your thoughts and answer these questions. Your future self (and your conversion rate) will thank you.