Landing pages
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A landing page does one thing, and does it well: turn a visitor from a specific channel into a lead. Anything that distracts from the action — a menu, a long article, a superfluous animation — makes it less effective. ## One promise, one action The page answers three questions in order: what problem you address, how you address it, and what the visitor gains from getting in touch. The form sits near the top and is repeated at the end, because many visitors never reach the footer. ## Speed and mobile before aesthetics Most traffic arrives on a phone, often after an ad click. The page must load in under three seconds and stay readable on a small screen. An elegant but slow design loses the battle against a simple, fast page. ## Test, don't guess A landing page is judged on its conversion rate and its cost per lead. Testing the title is often the most profitable improvement, even before changing the design. Three or four tested versions beat ten redesigns with no measurement.When this guide is for you
- You send advertising to the home page and cost per contact is high
- You launch a specific offer and want a clear message, with no distractions
- You want to test several promises or target audiences on the same budget
- You run an event or seasonal campaign that needs a dedicated page
- Your form is buried in a heavy site, and few visitors fill it in
Step by step
- Define the promise — State in one sentence the problem you solve and what the visitor gains by contacting you, based on the channel they come from.
- Write the copy — Title, short text, three or four benefits, proof (reviews, results, logos) and a repeated call to action.
- Build a fast page on mobile — Design a page that loads in under three seconds on a phone, with a short form placed near the top.
- Set up tracking — Install conversion tracking (form submitted, call booked) to judge the page on its results, not just its appearance.
- Test and improve — Compare versions of the title, the form or the call to action and keep the one that generates the most contacts at the lowest cost.
What it costs (in MAD)
| Service | Indicative price | Good to know |
|---|---|---|
| Simple landing page (design + copy) | 3,000 – 10,000 MAD (approx. 270 – 900 €) | One page, form and basic tracking |
| Landing page with video and integrations | 8,000 – 20,000 MAD (approx. 730 – 1,800 €) | Video, CRM, emailing, mobile testing |
| Set of 3 pages for a campaign | 12,000 – 30,000 MAD (approx. 1,100 – 2,800 €) | To test several segments or promises |
| Monthly optimisation | 2,000 – 8,000 MAD / month (approx. 180 – 730 €) | Analysis, tests and iterations |
| Landing page builder tool | 0 – 600 MAD / month (approx. 0 – 55 €) | Often included in the emailing tool |
Indicative ranges for the Moroccan market in 2026, excluding tax. Prices vary with scope and provider.
Mistakes to avoid
- Putting a full navigation menu on the page, which lets the visitor escape to other pages
- Writing the page around the company instead of the visitor's problem
- Asking for too much information in the form, which lowers completion rates
- Forgetting to track conversions, which makes the page impossible to optimise
Frequently asked questions
Should there be one page per channel or a single page for all?
One page per promise and audience is preferable, especially if the channels target different profiles. A Google search page does not carry the same message as a page for an Instagram campaign.
How many fields should the form have?
Three to five fields are enough for most offers: name, phone or email, and one qualification question. Each extra field lowers completion, especially on mobile.
Is a page hosted outside the site penalised by Google?
No, if it loads fast and has useful content. On the other hand, a standalone page with no link to the site can damage trust. A page on the main domain is often preferable.
What conversion rate should I expect?
With paid advertising, 2 to 5% is common; 10% or more points to a very simple form and a well-targeted offer. In B2B, rates of 1 to 3% can already be profitable depending on customer value.
Can the same page be used for several campaigns?
Yes, provided the promise is the same from one campaign to the next. As soon as the message changes, a dedicated page keeps things consistent and attributes results correctly.
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