What makes a landing page work well when I run ads to it?

Votel recommends keeping a page that gets ad traffic focused on one call to action.

1. Use one call to action, for example book a call, and point every section at it. Avoid two competing buttons such as Book a call and Call us. A floating bar that always shows the button works well.
2. Do not jump straight into pricing after the hero. Visitors start comparing and wander off. Put pricing at the bottom of the page or on a separate page, and if the goal is a booking, discuss pricing on the call.
3. Make the ad match the page. Carry the ad's message, look and feel through to the page, using your brand kit.
4. Make the offer very clear and lead with the pain point, for example a customer who called at 7 PM and went to the next company because nobody answered.
5. Use a clear hero image that fits the business, not an unrelated stock image.
6. Add the chat widget, and a toll free number where it fits.
7. Make booking calendars wide enough that the times are not squished, or choose the layout that is not side by side so it is vertical.
8. Keep the page concise instead of overloading it with technical detail.