3 min read
Five landing page fixes that turn visitors into enquiries
Small, practical changes to your headline, offer, proof and form that make it easier for the right visitors to take the next step.
Most landing pages do not fail because of their colours or their fonts. They fail because a visitor cannot tell, within a few seconds, what is on offer, whether it is for them, and what to do next.
The good news is that the fixes are usually small. Here are the five we check first on every page we work on.
1. Say what you do in the headline#
Clever headlines are fun to write and hard to understand. A visitor should know what you offer from the headline alone.
- Vague: "Unlock your potential."
- Clear: "Physiotherapy appointments this week, booked online in two minutes."
Use the subheading to add who it is for or the main benefit. Keep it to one sentence.
2. Make one offer, with one clear action#
Pages with five buttons ("Call us", "Download the brochure", "Follow us", "Learn more", "Book now") split attention. Decide the single most valuable action and make it the main button everywhere on the page. Everything else can be a quieter text link.
3. Put proof next to the claim#
Visitors trust specifics. Instead of a separate testimonials section at the bottom, place proof right where you make a promise:
- A short, real review next to your main offer.
- A recognisable client name or logo next to "trusted by".
- A photo of the actual team, place or result, not stock imagery.
Only use proof you can stand behind. Invented numbers and anonymous five-star quotes damage trust the moment someone looks closely.
4. Remove friction from the form#
Every extra field costs you enquiries. Ask only for what you need to reply well, and make the rest optional.
| Field | Keep it? |
|---|---|
| Name and email or phone | Yes, you need a way to reply. |
| What they need help with | Yes, as a short dropdown or a single line. |
| Budget, company size, how they heard about you | Optional, or ask on the call. |
Tell people what happens after they submit, for example "We reply within one working day". Uncertainty is a quiet reason people do not press the button.
5. Make it fast and easy on a phone#
Most visitors arrive on a phone, often on a patchy connection. Check your page on a real device:
- Does the headline and main button appear without scrolling?
- Do images load quickly, or does the page jump around while loading?
- Are buttons big enough to tap, and is the text readable without zooming?
Speed improvements are rarely glamorous, but a page that loads quickly simply gets seen by more people.
Measure before and after#
Change one thing at a time where you can, and compare enquiries over a few weeks rather than reacting to a few days of data. Track the number of enquiries and their quality, not just clicks on the button.
The short version#
A clear headline, one offer and one action, proof beside your claims, a short form and a fast mobile page. Fix those five and most landing pages start pulling their weight.
If you would like us to review your landing page with you, book a free strategy call. We will tell you the first three things we would change.
