When a page isn't generating enquiries, the instinct is to buy more traffic. But doubling traffic to a page that converts at 1% gives you twice the disappointment. Fix the page first — a page converting at 3% makes every future visitor three times more valuable. Here's the order we work through, biggest wins first.
1. Fix the message match
If your ad says "emergency boiler repair in Kent" and your page opens with "Welcome to our website", you're leaking money. The first screen of your page should echo the exact promise that brought the visitor. Check your top three traffic sources and read your headline through their eyes.
2. Make the CTA unmissable
Can a first-time visitor find your call to action within two seconds, on a phone, in sunlight? If not, fix that today. High-contrast button colour, action-first copy ("Get my free quote", not "Submit"), and repeat it after every section.
3. Cut the form down
Each extra form field typically costs 5–10% of completions. Name, email or phone, one line about the job — done. Everything else can wait for the follow-up call.
4. Add proof where doubt lives
Place your strongest review directly beside your form or price. Add specifics: numbers of jobs completed, years trading, named local areas. Proof at the point of decision is worth three times proof at the top of the page.
5. Speed it up
Every second of load time costs roughly 7% of conversions. Compress your images, remove slider plugins, and test on a real phone over 4G — not office Wi-Fi. Our speed guide has the full checklist.
6. Remove competing exits
Every link that isn't your CTA is a leak. Navigation menus, social icons and footer links all invite visitors to wander off. Landing pages for campaigns should have almost no way out except the action you want.
7. Answer the three silent objections
Before visitors contact you, they silently ask: What will it cost? Can I trust them? What happens after I enquire? Address all three on the page — a "from £X" price, credentials and reviews, and a clear "what happens next" line under the form.
8. Test one change at a time
Change five things at once and you'll never know what worked. Pick the highest-impact fix, run it for two to four weeks, measure, then move to the next. Our A/B testing guide walks through the process.
A realistic target: most small-business landing pages can move from 1–2% to 3–5% conversion with the fixes above — no extra traffic, no extra ad spend, just fewer leaks.
If you'd like a second pair of eyes, send us your page URL — we'll record the three biggest conversion leaks we spot, free, as part of any quote request.
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