We review a lot of landing pages — for new clients, for free audits, out of professional curiosity. The same mistakes appear again and again, on pages built by agencies, by DIY builders and by well-meaning nephews. Here are the ten we fix most often, and the cure for each.
1. A headline about you, not the visitor
"Welcome to Smith & Sons Ltd" tells the visitor nothing. The fix: lead with the outcome they want — "Emergency roof repairs in Maidstone, fixed same-day".
2. The CTA buried below the fold
If a mobile visitor must scroll three screens to find out what to do next, most won't. Put a call, WhatsApp or quote button on the first screen, always.
3. Multiple competing goals
Read the blog, follow us on Instagram, browse the gallery, sign up to the newsletter and request a quote? Pages with five asks get none. One page, one job.
4. Stock photos that scream "stock"
The grinning headset lady convinces nobody. Real photos of your actual work outperform studio stock every time — even imperfect ones.
5. Forms that interrogate
Eleven fields including "how did you hear about us?" is a questionnaire, not a contact form. Cut to three or four fields; ask the rest when you call back.
6. No proof — or proof in the wrong place
A testimonials page nobody visits doesn't build trust. Put star ratings and short reviews next to every CTA and price mention.
7. Slow, heavyweight pages
A 6MB hero video autoplaying over mobile data is a bounce machine. Compress everything, lazy-load below the fold, and aim for under two seconds.
8. Fake urgency
Countdown timers that reset at midnight and "only 2 left!" on unlimited services teach visitors not to believe you. Real urgency — a genuine launch price or limited slots — works; theatre backfires.
9. Sending ad traffic to the homepage
Your homepage serves everyone, which means it persuades no one. Paid clicks deserve a message-matched page that continues the ad's exact promise.
10. No follow-up promise
"We'll be in touch" leaves visitors wondering. "We'll call you within one working hour, 9–5" converts better and gets fewer duplicate chaser calls.
Quick self-test: open your page on a phone, hand it to someone for five seconds, then take it back and ask what the business does and what they should do next. If they can't answer both, you've found your first fix.
Every page we ship passes a 40-point pre-launch checklist covering all of the above — it's built into even our £150 Starter package.
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