Landing page optimisation: getting more conversions from your site

Your ad brings the click, but the landing page makes the sale. 70 % of ad spend drains away if the page does not convert. Let us go through what a good landing page contains.

The anatomy of a good landing page

• Main headline — says in 5 seconds what you sell and to whom
• Subheading: sharpens the promise
• CTA button: a clear action, visible without scrolling
• Hero image or video — reinforces the message
• Benefits: 3–5 key benefits as a list
• Social proof: customers, reviews, logos
• FAQ — answers the most common doubts
• The CTA repeats: at several points down the page

The most common mistakes

• Too many CTAs: the customer does not know what to do and does nothing
• The headline talks about you (“We are the best…”) rather than the customer
• Too long a form (over five fields halves conversions)
• No social proof — the customer does not trust you
• A poor mobile experience — 70 % of visitors are on a phone

Realistic conversion rates

• Online store: 1–4 %
• Service page (enquiry): 2–8 %
• A downloadable B2B guide — 15–30 %
• Webinar registration: 20–40 %

Frequently asked questions

One CTA or several?

One main one. Others can be secondary (“Watch the video”, for instance).

How long should a landing page be?

It depends on the product. An impulse purchase, short (400–800 words); a considered B2B purchase, long (2,000–4,000 words).

Where should the CTA button be?

In the first view (above the fold) and repeated at several points down the page.

Worth a look too

• Conversion optimisation
• Copy that sells
• Website service

External sources:

• web.dev – Core Web Vitals

Want practical support?

Book a free 30-minute assessment. We go through your situation and work out the best next step.