---
title: Conversion-Optimized Landing Pages — Get Started Pattern
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2026-02-13-a-new-dawn-shine-marketing-call-122322944.md
tags:
- website
- conversion
- landing-pages
- google-ads
- ux
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Conversion-Optimized Landing Pages — Get Started Pattern

## Overview

When a client's primary conversion action is an external booking or scheduling tool, a dedicated "Get Started" landing page acts as a controlled bridge between ad traffic and the booking flow. Rather than sending paid traffic directly to a third-party calendar (which offers no tracking surface or brand context), or to a general contact page (which dilutes intent), a minimal intermediate page captures the visit, reinforces the CTA, and passes the user through cleanly.

This pattern emerged during the [[clients/a-new-dawn-therapy/_index|A New Dawn Therapy]] website build, where the booking calendar lived on an external EHR platform.

---

## The Pattern

### Structure

- **Minimal copy** — one to three short sentences maximum. Enough to confirm the user is in the right place and set expectations.
- **Single, prominent CTA** — a button or large link pointing directly to the external booking tool or conversion destination.
- **No navigation distractions** — optionally suppress the header/footer nav to reduce exit paths (full landing page treatment).

### Why Not Send Ads Directly to the Booking Tool?

Sending Google Ads traffic straight to a third-party booking URL creates several problems:

1. **No analytics ownership** — you cannot place a Google Ads conversion pixel or GA4 tag on a page you don't control.
2. **No remarketing surface** — you cannot cookie visitors for retargeting.
3. **Brand discontinuity** — the user lands on a generic or lightly branded third-party interface without the trust signals built on the main site.
4. **No A/B testing leverage** — you cannot iterate on the page experience.

A thin, owned landing page solves all four.

### Why Not Use the Full Contact Page?

A general contact page typically includes multiple options (phone, email, form, social links). For paid traffic, this dilutes intent and reduces conversion rate. The Get Started page collapses the decision to a single action.

---

## Implementation Notes

- **Page URL** should be clean and memorable (e.g., `/get-started`) so it can also be used in offline materials and organic CTAs.
- **Ad destination URL** in Google Ads campaigns should point to this page, not the homepage or the external booking link.
- **Conversion tracking** — fire a conversion event (Google Ads tag or GA4 goal) on click of the CTA button, not on arrival at the booking tool.
- **Copy tone** — match the emotional register of the ad creative. For therapy clients, this means warm and low-pressure ("Ready to take the first step? Book a free consultation below.").

---

## Related Considerations

### HIPAA Note (Therapy / Healthcare Clients)

If the Get Started page includes any intake form (rather than just a link to booking), that form must be HIPAA-compliant. Standard WordPress form plugins (WPForms, Contact Form 7, Gravity Forms without a BAA) do not qualify. See [[knowledge/compliance/hipaa-forms-on-wordpress]] for compliant alternatives, including Google Forms via Google Workspace with a signed BAA.

For the Get Started pattern specifically, the cleanest approach is **no form on the page at all** — just the CTA link to the compliant external booking system.

---

## Evidence

- [[clients/a-new-dawn-therapy/meetings/2026-02-13-marketing-website-scope-call|A New Dawn Therapy — Marketing & Website Scope Call (Feb 2026)]]: Sebastian Gant and Katie Geiser aligned on this pattern for the therapy practice's Get Started page. Decision: "have that page have a couple words and then link to the appointment… send ad traffic straight there… have that page be very conversion optimized, very clear, like click us, let's get you booked."

---

## Related Articles

- [[knowledge/website/page-types-and-purposes]]
- [[knowledge/google-ads/campaign-structure-basics]]
- [[knowledge/compliance/hipaa-forms-on-wordpress]]
- [[clients/a-new-dawn-therapy/_index]]