High-Converting Landing Page Design for Saudi Campaigns
- Write the page after the ad: same offer, same words, one action, and one page per intent.
- Set Arabic direction in the markup, link the language switch to the equivalent page, and design for mobile speed first.
- Treat form fields as a test, add a PDPL privacy notice and separate unticked marketing consent, and follow MoC rules for discounts.
- Track WhatsApp and call clicks, test one change at a time, and judge pages on qualified leads from your CRM.
A landing page for a paid campaign has a narrower job than a website. It receives people who clicked a specific ad, and it has one chance to confirm they are in the right place and make the next step easy. For a quick pre-launch check of an existing page, use our landing page conversion checklist; this article covers the design and measurement decisions behind it.
Start from the ad, not from the website
Design the page after the ad copy is written, and treat the headline as the second half of the ad. Google Ads advises you to choose a landing page that closely matches your ad and keywords and to mirror the ad's call to action on the page. If the ad promises a free site survey, the first screen should name it and show how to book.
There is a policy side too. Google's misrepresentation policy does not allow ads that promise offers which are unavailable or not easily found from the destination. Keep the offer wording, price and conditions identical in the ad and on the page, and update them together.
One offer and one action
Decide the single action that counts as success before anything is designed: a form, a WhatsApp chat, a call or a booking. Google suggests making it quick and easy for customers to perform the action you want them to take, putting important information towards the top of the page and avoiding clutter from pop-ups.
- Remove the full site menu, or reduce it to the logo and a language switch.
- Show one offer. A second offer on the same page makes it harder to tell which one people responded to.
- Repeat the same call to action after each main section instead of introducing new ones.
Arabic RTL layout and bilingual switching
Arabic pages need direction set correctly in the markup, not only in the stylesheet. The W3C's guidance on right-to-left text in HTML recommends putting dir="rtl" on the html element, says never to use CSS to apply the base direction, and suggests dir="auto" on form fields and the bdi element for inline text whose direction varies. It also recommends logical CSS properties (start and end, not left and right).
- Write the Arabic copy first when Arabic is the main audience, and design around its real length.
- Test mixed content such as phone numbers, prices, product codes and email addresses inside Arabic sentences, because Latin characters and digits can appear in an unexpected order.
- Check directional icons such as arrows and progress steps.
- Link the language switch to the equivalent page, not the other language's homepage.
- Send each ad to its own language. An Arabic ad should land on the Arabic page.
For writing the Arabic copy itself, see our guide to Arabic copywriting for Saudi customers.
Mobile-first layout and page speed
Google's landing page guidance notes that many customers visit on a mobile device and recommends keeping pages quick, making it easy to contact you and using simple navigation. Design the phone layout first, so the first screen shows the offer and the next step.
For speed, use Google's Core Web Vitals as the target. web.dev sets good thresholds at 2.5 seconds or less for Largest Contentful Paint, 200 milliseconds or less for Interaction to Next Paint and 0.1 or less for Cumulative Layout Shift, measured at the 75th percentile of page loads for mobile and desktop separately. Three design decisions matter most:
- The hero image. web.dev advises never lazy-loading the LCP image; size and compress it, and avoid autoplay video in the first screen unless it is essential.
- Reserved space. Give images and videos width and height, and reserve space for banners and other late-loading elements, which web.dev lists among the causes of layout shifts. A button that moves as someone taps it can cost you the lead.
- Third-party scripts. Keep only the pixels and widgets the campaign actually uses.
Our Core Web Vitals business guide explains field and lab data and how to brief a developer.
Form design: treat field count as a test
web.dev's form guidance puts it simply: remove unnecessary fields. It also recommends a single name field, type="tel" for phone numbers, autocomplete values where they exist, visible labels rather than placeholder text alone, and inline validation.
There is also a legal reason to keep forms short. Article 11 of the Personal Data Protection Law says personal data collected must be limited to the minimum amount necessary for the purpose.
The right number of fields depends on what your sales team needs, so test it. A reasonable starting point is name, mobile number and one qualifying question. If leads are plentiful but weak, test adding a qualifying field; if volume is too low, test removing one. Judge each version on qualified leads, not submissions, and tell visitors who will contact them and when.
WhatsApp and call buttons, with tracking
A WhatsApp button is a link. WhatsApp's help centre says click-to-chat links take the form https://wa.me/<number> with the full phone number in international format, omitting any zeroes, brackets or dashes, and that a pre-filled message can be added with ?text= followed by URL-encoded text. Use it to name the campaign, so your team sees where the chat came from.
For calls, use a tel: link with the full international number. Google Ads can measure clicks on a phone number on your mobile website, and notes that this counts clicks, not actual calls. Button clicks, page loads and form submissions can all be set up as website conversions.
A click is intent, not a lead: compare click counts with the chats and calls your team actually received.
Trust elements you can substantiate
Google recommends useful, original information and reviews showing real customer opinions, and its misrepresentation policy does not allow inaccurate claims or claims suggesting an improbable result. So every trust element on the page should be something you can prove.
- Business name, commercial registration details, city and working hours.
- Photos of your real premises, team, products or completed work.
- Reviews only if they are genuine and traceable, for example to your public business profile.
- Price, what it includes and whether VAT is included, stated plainly.
Leave out resetting countdown timers, invented visitor counters and "number one" claims you cannot evidence.
Consent and privacy notice on lead forms
Lead forms collect personal data, so the PDPL applies. The requirements below come from the law and its Implementing Regulation; this is a design summary, not legal advice.
- Privacy policy before collection. Article 12 of the law requires a privacy policy available before personal data is collected. Link it next to the submit button.
- Information at collection. Article 13 of the law and Article 4 of the regulation list what to tell people, including who is collecting, the purpose and legal basis, retention, their rights, how to withdraw consent, and which fields are mandatory. One way to present this is a short notice under the form that links to the full policy.
- Separate consent for marketing. Article 11 of the regulation requires consent to be freely given, documented with its time and method, and obtained separately for each processing purpose. Article 29 requires consent before direct marketing and an opt-out at least as easy as opting in. Do not pre-tick a marketing checkbox or bundle it with the enquiry.
- Easy withdrawal. Article 12 of the regulation says withdrawing consent should be similar to or easier than giving it.
Our PDPL planning checklist for marketing websites goes further; have your wording reviewed by a legal adviser.
Discount offers and Ministry of Commerce rules
If the campaign advertises a discount, the Ministry of Commerce has published rules for businesses and online stores offering sales discounts. They include applying for a permit before a discount is announced, displaying the permit so customers can scan its barcode, showing the discount percentage clearly, showing the original and discounted prices, and communicating return and exchange policies during the discount. The announcement dates from 2022, so confirm the current requirements with the ministry before launch.
What Google Ads looks at
For Search campaigns, landing page experience is one of the three components of Quality Score, described as how relevant and useful your page is to people who click your ad. Google notes that Quality Score is a diagnostic tool, not an input in the ad auction. Separately, Google's destination requirements disallow pages that do not work, redirect to a different domain, are not accessible in the targeted location, or are unnecessarily difficult to navigate.
| Area | What to check on the page |
|---|---|
| Relevance | Headline and offer match the ad and keyword |
| Clarity | Offer, audience and next step visible on the first mobile screen |
| Trust | Business details, real reviews and full costs disclosed |
| Function | Page loads from Saudi Arabia, no unexpected redirects, forms submit |
A/B testing that produces answers
Test one change at a time so you know what caused the result. In Google Ads, an ad variation can update final URLs to split traffic between two landing pages, and custom experiments split traffic between an original and an experiment campaign; Google recommends a 50% split and a cookie-based split so each user sees only one version. If test pages are indexable, Google Search Central's website testing guidance recommends not cloaking, using rel="canonical" on variant URLs, using 302 rather than 301 redirects, and ending tests once you have enough data.
Set the metric and stopping rule before the test starts, and log dates so Ramadan or holiday shifts are not mistaken for your change.
Measure qualified leads, not form fills
A page that doubles submissions but sends unqualified enquiries has not improved. Record each lead's status in your CRM and feed it back to the ad platform where possible. Google's enhanced conversions for leads uses hashed lead details, such as an email address, captured on your form and matched later when you import the leads that converted in your CRM. Google says this is meant to improve accuracy and bidding performance. Make sure your privacy notice covers this use of data.
For setting up key events and lead tracking in analytics, see our GA4 setup guide for lead generation websites.
Getting help
Eclipse Advertising Agency offers landing page design and development through its website development service, and campaign management through its digital marketing service. To discuss a page or campaign, contact us.
Frequently asked questions
How many fields should a landing page form have?
There is no fixed number. Start with the fields your sales team needs to follow up, such as name, mobile number and one qualifying question, then test adding or removing one field and compare qualified leads, not just submissions. The PDPL also requires collecting only the minimum data needed for the purpose.
Do lead forms in Saudi Arabia need a consent checkbox?
The PDPL requires a privacy policy available before collection and information about the purpose, rights and mandatory fields at the point of collection. For direct marketing, the Implementing Regulation requires separate consent and an easy opt-out, so use an unticked marketing checkbox. Have the wording checked by a legal adviser.
How do I track WhatsApp clicks from a landing page?
Use a wa.me click-to-chat link with the full international number and a pre-filled message naming the campaign, then set the button click up as a conversion in your ad platform or analytics. Compare click counts with the chats your team actually receives, since a click is not a conversation.
Sources: support.google.com · support.google.com · support.google.com · support.google.com · web.dev · web.dev · web.dev · web.dev · w3.org · faq.whatsapp.com · support.google.com · support.google.com · sdaia.gov.sa · sdaia.gov.sa · mc.gov.sa · support.google.com · support.google.com · developers.google.com · support.google.com