A landing page is the page a visitor arrives on from an ad, an email or a search result. Its job is to get one action: an enquiry, a signup, a purchase. The share of visitors who take that action is the conversion rate. Raising it makes every source of traffic more valuable at once, which is why it is often the cheapest improvement available.
Match the page to the promise
The visitor clicked because of a specific promise in an ad or a search result. The page must repeat it immediately. If the ad said "payroll software for restaurants" and the page opens with "The all-in-one HR platform", the visitor wonders whether they are in the right place and leaves. Use the same words in the headline that brought them there. That usually means separate pages for separate campaigns.
Say what it is in five seconds
Above the first scroll, a stranger should be able to answer three questions: what is this, who is it for, and what do I do next?
- A headline that states the outcome for the customer.
- One or two sentences on how it works or what is included.
- A visible button with the action in plain words: "Get a quote", "Book a demo".
Clever headlines lose to clear ones.
One action
Every extra link is a way out. A campaign landing page needs no full menu, no blog links and no second offer. Repeat the same call to action down the page. If you need a softer alternative for people not yet ready, offer one, and keep it visually secondary.
Shorten the form
Each field costs submissions. Ask for what you need to reply, and collect the rest later.
- Remove optional fields. If a field is optional, you do not need it.
- Label fields clearly and show errors next to the field, in words.
- Use the right keyboard on phones for email and telephone fields.
- Say what happens next: "We reply within one working day."
- Show a real confirmation after sending.
Give reasons to believe
- Reviews and testimonials with names and companies.
- Numbers you can stand behind.
- Logos of customers, with permission.
- Guarantees, security and privacy information near the form.
- A real address, phone number and the names of the people behind the business.
Put proof next to the point where the visitor hesitates, which is usually just before the button.
Answer the objections
List the reasons people give for not buying: price, effort to switch, contract length, doubt that it fits their case. Answer each on the page, briefly. A short question and answer section does this well.
Speed and mobile
A page that takes several seconds to appear loses visitors before they have read a word. Most ad clicks come from phones. Check the page on a mid-range phone and a mobile connection, not on an office computer. Compress images, remove scripts you do not need, and make sure the button is easy to tap.
Find where people leave
Before changing anything, look at the data.
- Analytics shows how many reach the page, start the form and finish it.
- Session recordings and heatmaps show where people stop scrolling and what they try to click.
- Five real users, watched while they try to complete the task, reveal more than a month of guessing.
Test, with enough traffic
An A/B test shows two versions to different visitors and compares the results. It needs volume. With a few hundred visits a month, differences are mostly chance, and a test would have to run for many months. In that case, make the obvious fixes, compare before and after over a reasonable period, and keep notes. Test large differences, such as a new headline or offer, before small ones such as button colour.
Summary
Match the promise, be clear in five seconds, ask for one action, shorten the form, show proof, answer objections and make it fast. Landing pages and conversion work are part of our SEO and digital marketing service. If your pages get visits and few enquiries, send us the page and we will tell you what we would change.