I've audited over 30 landing pages in the last few months. Different industries, different offers, different budgets.
But the same five problems show up in almost every single one.
Here's what's costing you conversions:
1. Your headline is about you, not them
"We're the UK's leading provider of..."
Cool story. Nobody cares.
Your visitor has a problem. They want to know if you can fix it. That's it.
Compare:
- "Award-winning web design agency" ❌
- "Turn more clicks into customers without changing your ad spend" ✅
The second one speaks to a problem they actually have. The first one is just you patting yourself on the back.
2. You're asking for too much, too soon
I see this constantly. Someone lands on your page for the first time and you're asking them to book a call, fill out a 12-field form, or commit to a demo.
They don't know you. They don't trust you yet. Why would they give you 30 minutes of their time?
Start smaller. Offer something useful that doesn't require a massive commitment. A one-page guide. A quick calculator. A 60-second quiz.
Get them to say yes to something easy first. Then build from there.
3. Your copy is explaining features when people buy outcomes
"Our platform includes CRM integration, automated workflows, and real-time analytics."
Great. What does that actually do for me?
Features are ingredients. Outcomes are the meal.
Nobody buys a drill because they want a drill. They buy it because they need a hole in the wall.
If you're listing features without connecting them to real business outcomes, you're leaving money on the table.
4. There's no proof you can actually deliver
You say you'll save your customers 40 hours a month with your bookkeeping services. Based on what? Where's the evidence?
Without proof, it's just a claim. And claims are cheap.
Show me:
- Client results (specific numbers, not vague "success stories")
- Before/after examples
- Screenshots, case studies, testimonials with full names
If you can't back it up, don't say it. Vague promises do less for your credibility than simply saying nothing at all.
If you're low on reviews and testimonials, I've written an article that will help you get some more here.
5. You've got seventeen different CTAs fighting for attention
Sign up here. Book a call there. Download this guide. Subscribe to that newsletter. Follow us on LinkedIn.
Your visitor doesn't know what to do, so they do nothing.
One page = one goal.
Pick the single most important action you want someone to take and make everything else secondary. If your page has three equally-sized CTA buttons, you don't have a strategy — you have a confused visitor.
Most of these aren't hard to fix. But they compound.
A weak headline loses 50% of your traffic before they even scroll. No social proof loses another chunk. A confusing CTA loses the rest.
Fix all five and you're not just looking at a 10% lift. You're looking at something closer to 2-3x.
That's the difference between a page that converts at 2% and one that converts at 5-6%.
Same traffic. Same ad spend. Completely different business.
If you don't have the time to fix this yourself — or you'd rather have a fresh pair of eyes on it — I'll audit your landing page for £249. You'll get a full breakdown of what's broken and exactly how to fix it. Book your audit here
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