Sending campaign traffic to your home page wastes it
Rasp International builds market specific landing pages for exporters running paid campaigns or outreach. A buyer who clicks an ad for leather gloves for the German market should land on a page about leather gloves for the German market. Instead they usually land on a home page showing eleven product categories and a company history, and they leave.
A landing page has one job. One market, one product, one buyer type, one action. Everything that does not serve that action is removed, including navigation.
What goes on the page
1. Message match
The headline restates the promise that produced the click. If the ad said EU compliant leather gloves from India, the page says that in the first line. Mismatch between ad and page is the fastest way to lose a click you already paid for.
2. Market specific proof
The certifications that market requires, not your full list. CE for Europe. FDA for the USA. SASO for Saudi Arabia. A German buyer scanning for CE and finding a wall of Indian certifications concludes you have not exported to Europe.
3. Specifications above the fold
Material, sizes, MOQ, lead time, packaging. B2B buyers qualify you on numbers. Give them the numbers immediately instead of making them hunt.
4. Single action
One CTA repeated. Request a quote, or request a sample, or book a call. Not all three. Choice creates hesitation, and hesitation on a landing page means departure.
5. Short form
Name, company, country, product, quantity. Five fields. Every additional field costs completions. Asking for a full address and a designation before the buyer has spoken to you is how forms go unfilled.
6. Speed and mobile
Landing pages carry paid traffic, so every second of load is money. Light build, no unnecessary scripts, tested from the buyer’s country and on mobile, where a large share of B2B first clicks now happen.
How landing pages fit the wider system
Landing pages are infrastructure for other channels rather than a channel themselves. Google and LinkedIn ads need them or the spend leaks. Buyer outreach needs them, because a link to a focused page converts better than a link to a home page. Trade fair follow-up needs them for the specific product range you showed.
Building ads without landing pages is the most common way exporters waste ad budget. The targeting is fine, the click arrives, and the page throws it away.
Common failures
- Home page as landing page. Paying for a click and then presenting eleven options.
- Full navigation. Every link is an exit.
- Generic proof. Indian certifications shown to a European buyer.
- Long forms. Twelve fields for a first contact.
- Multiple CTAs. Quote, sample, call, brochure, newsletter, all competing.
- No testing. One version, never measured, assumed fine.
Who this service is for
Exporters running or planning paid campaigns, exporters running buyer outreach who need somewhere credible to send clicks, and exporters with traffic that does not convert.
Frequently asked questions
Why not just send ad traffic to my homepage?
Because you paid for that click and the homepage throws it away. A buyer who clicked an ad for a specific product in a specific market lands on eleven categories and a company history, and leaves. A landing page has one job: one market, one product, one buyer type, one action.
How many form fields should a landing page have?
Around five for a first contact. Name, company, country, product, quantity. Every additional field costs completions, and asking for a full address and designation before the buyer has even spoken to you is how forms go unfilled.
Do I need a landing page for every market?
For every market and product combination you actively run campaigns for, yes. The proof that convinces a German buyer is not the proof that convinces a Saudi buyer. A German scanning for CE and finding a wall of Indian certifications concludes you have not exported to Europe.
Can I use landing pages for buyer outreach, not just ads?
Yes, and you should. A link to a focused page converts better than a link to a homepage, whether the click came from an ad, a cold email, or a trade fair follow-up.
Related services and resources
- All export growth marketing services
- Export focused websites
- Google and LinkedIn ads
- Meta ads and retargeting
- Sales funnel engineering
- Buyer outreach campaigns
How to engage Rasp International
Tell us the product, the market, and the campaign you are running or planning. We will confirm scope within one business day.