Advertorial landing pages
Advertorial landing pages that warm up cold traffic
Editorial-style pages, planned, written and designed for paid social and native ads. They give people who have never heard of you the context they need, then lead them to your offer.
- Angle, copy and design in one
- Mobile-first, easy-to-read layout
- Clearly labelled as advertising
Priced on enquiry. Scope and price are agreed before we start.
Advertisement · 4 min read
Why more small businesses are rethinking the way they…
An editorial-style opening that sets up the problem your customer already has, in their words, before your offer appears.
See the offer →
Illustration of an advertorial layout, not a real client page.
What it is
What an advertorial is, and when it helps
An advertorial is a landing page written like an article. It sits between your ad and your offer.
Best for cold audiences
People seeing your ad for the first time often aren’t ready to buy. A page that explains the problem and your answer gives them a reason to keep reading.
Best for offers that need explaining
New products, considered purchases and services people don’t fully understand yet usually benefit from more context than a product page gives.
Not always the answer
If your audience already knows you, or the offer is simple, sending the ad straight to your offer is often better. We’ll tell you which we’d recommend.
What’s included
Strategy, copy and design in one
Each advertorial is planned around your offer, your customers and the ads that will send traffic to it.
Angle and outline
We work from your brief, your reviews and the questions customers ask, and agree the angle and page outline before writing.
Long-form copy
The full page written for your audience: headline, opening, the problem, your solution, proof you supply and a clear call to action.
Mobile-first editorial design
A clean, readable layout designed for phones first, with images and sections that keep people reading.
Build or hand-over
We can build the page for clients outside the United States, or supply the finished design and copy for your developer or page builder.
Clear routes to your offer
Clear buttons and links that lead readers on to your offer, booking or enquiry form.
Matching ad creative
Optional static ad creatives designed to match the page, so the ad and the page tell the same story.
Formats
Advertorial formats we write and design
The right format depends on your offer and how much explaining it needs.
Classic advertorial
One story told in depth: the problem, what people have tried, and why your approach is different.
Listicle
A numbered list such as “5 reasons…” that is easy to scan and suits offers with several clear benefits.
Comparison
A fair, factual comparison of the options, so readers can see where your offer fits.
Pre-sell to a form
A shorter editorial page that leads into a booking or enquiry form, for service businesses.
Labelled as advertising
Clear labelling, built in as standard
Readers should always be able to tell an advert from editorial content.
In the UK
The UK advertising code says marketing must be obviously identifiable as marketing. Every advertorial we design carries a clear label. See the CAP Code.
In the United States
The Federal Trade Commission publishes guidance on disclosing native advertising clearly. Read the FTC’s guide for businesses.
Your claims, your evidence
We write persuasively but honestly. Claims about your product must be ones you can back up. This is good practice, not legal or compliance advice.
How it works
From brief to live page
A clear process, with your approval at each stage.
Brief
Your offer, your customers, where the ads will run and what you want readers to do.
Angle and outline
We agree the angle, format and outline before writing.
Copy and design
We write and design the page, then refine it with your feedback.
Launch
We build the page or hand over the finished design and copy, ready to go live.
Pricing
Priced on enquiry
Every advertorial is different, so we quote for exactly what you need.
Quoted to your brief
The price depends on the length of the page, the number of versions and whether we build it.
Agreed before we start
Scope and price are agreed up front, so there are no surprises.
Ready for your ads
A finished page, or finished design and copy, ready to receive traffic.
Where does the click go next?
Check your website with a £99 audit
An advertorial hands readers on to your website or checkout. A £99 site audit reviews your whole website, including speed, mobile and the steps to enquire or buy, with prioritised fixes within 2 working days.
- Your whole website reviewed
- Forms, links and checkout steps tested
- Prioritised fixes within 2 working days
Site audits are open to clients everywhere, including the United States.
Related reading
Helpful reading
Questions
Good to know
What is the difference between an advertorial and a landing page?
A standard landing page sells straight away: offer, benefits, button. An advertorial reads more like an article. It explains the problem, introduces your solution and then hands the reader to your offer. It suits people who have not heard of you yet; a standard landing page suits people who already know what they want.
Advertorial or listicle: which should I use?
A classic advertorial tells one story in depth, so it suits offers that need explaining. A listicle, such as “5 reasons to…”, is quicker to scan and suits offers with several clear benefits. We recommend one in your quote, and you can test both.
Do you write the copy?
Yes. We plan the angle and write the full page, then design it. You check it before it goes live, because claims about your product must be ones you can back up.
Which ad platforms does it work with?
An advertorial is simply the page your ad links to, so it works with paid social such as Facebook and Instagram, native ad networks and search ads.
Will the page be labelled as an advert?
Yes. Every advertorial we design carries a clear label so readers know it is advertising. We build that in as standard good practice. It is not legal or compliance advice.
How much does an advertorial cost?
Advertorials are priced on enquiry and quoted to your brief, depending on the length of the page, the number of versions and whether we build the page or supply the design and copy. Scope and price are agreed before we start.
Do you work with clients in the United States?
Yes, for the strategy, copy and design. We build advertorial pages for clients outside the United States. For US clients, we supply the finished design and copy for your own developer or page builder, because website build projects are only available to clients outside the United States.
Start your advertorial
Let’s give cold traffic a reason to read on
Tell us about your offer, your customers and where your ads will run.
- Priced on enquiry
- Angle and outline agreed first
- Clearly labelled as advertising
Prefer email? Write to hello@webbuilderagency.com.