Landing page conversion.

The problem is almost never the ads

Traffic is flowing, the budget is being spent, there are no enquiries - and the first thing people do is tweak the ads. But if people reach the page and leave, the problem is the page itself.

It is easy to check: look at how many visitors scroll down to the form and how many open it. If only a handful reach the form, it is not the ads that need changing.

Mistake 1. Design over meaning

A beautiful first screen that gives no idea of what you are selling. An abstract headline, a large image, zero specifics. The visitor is under no obligation to solve the puzzle - they will close the tab.

The first screen should have three things: what you offer, who it is for and what to do next. One strong image, a clear headline, a visible button.

Mistake 2. The wrong length and the wrong order

Twelve screens saying the same thing five different ways are as tiring as a single screen with no explanation. And when the blocks come in random order - first about the company, then prices, then about the company again - the visitor loses the thread and leaves.

A working length is five to seven blocks in a logical order: problem, solution, case studies, benefits, answers to questions, call to action. Each block answers the question raised by the previous one. Anything that does not move the visitor towards a decision is surplus.

Mistake 3. No trust

An unfamiliar company, zero reviews, a form without a single contact detail. Leaving your phone number feels risky.

Trust is built from small things: reviews with photos, client logos, a real phone number, messenger buttons, concrete results instead of promises. A review without a name and a face does not work - it reads as made up.

Mistake 4. Slow and awkward on a phone

More than half of visitors come from mobile. If the page takes ages to load, the buttons are tiny and the form cannot be filled in with one hand, you are losing that half.

What to check: loading speed, button size and the spacing between them, whether the form works, whether a pop-up covers the main action. Image compression and delivery via a CDN help.

Mistake 5. The call to action does not register

A “Submit” button at the bottom of the page, blending into the background, is not a call to action. The visitor needs to understand what will happen after the click and what it commits them to.

Phrase the action, not the process: “Get a quote” instead of “Submit”. The button should be prominent and repeated throughout the page - not everyone reads to the end.

The same goes for the text around the button. A landing page stuffed with keywords for the search engine loses the main thing - the conversation with a person. Write the way you would explain it to a client in a chat: in their words, about their task.

How to test changes

Changes cannot be judged by taste. Change one element at a time and compare the result: the headline, the button, the order of blocks, the length of the form. That way you see exactly what worked.

Without measurement, changes turn into an endless argument about the colour of the button. With measurement - into a clear list of what brought an uplift and what did not.

Frequently asked questions

What landing page conversion rate is considered normal?

There is no universal figure: it depends on the niche, the price and the traffic source. Benchmark against your own past figures, not somebody else's.

How many fields should the form have?

The minimum needed for a first contact. Every extra field lowers the chance that the form gets filled in. Everything else can be asked on the call.

Is a full redesign needed if conversion is low?

Rarely. More often it helps to analyse the visitor's journey and make targeted changes to the first screen, the form and the order of blocks - that is cheaper and faster.

How many blocks should a landing page have?

Five to seven as a guide. But the length is set by the complexity of the service: the more expensive the solution, the more objections need to be addressed.

What to do next

Open your landing page on your phone and walk the client's path: understand the offer, believe it, leave an enquiry. Wherever you yourself hesitated is where the enquiries are being lost.

We audit landing pages: we analyse visitor behaviour, rewrite the copy and bring conversion up - that is web development. Next, see whether to choose a website or a landing page, and our piece on how to use A/B testing.