Treating ad and landing page as one unit

Two teams often work on the same campaign without meeting. One writes the advertisement and optimises the click. The other maintains the website. Between them sits the point where most of the budget is lost.

The promise must survive the click

Someone clicking an ad that says "Heat pump installed in 6 weeks" and landing on a page headed "Welcome to our company" has been given a different answer to the question they asked.

The fix is mechanical: the headline of the destination page repeats the ad's promise, ideally in the same words. That single change routinely lifts conversion rates by 20 to 50 per cent and costs nothing.

Why the homepage fails

A homepage serves everyone: customers, applicants, suppliers, journalists. It therefore serves nobody in particular.

A paid visitor arrives with one question. The page should answer that question and offer one action. Everything else, including the full navigation, competes with that action.

The six elements of a working page

1. Headline that repeats the ad promise.
2. Sub-line with the concrete benefit and a number if you have one.
3. Proof immediately: reviews, references, a certificate, a figure.
4. The form or call, visible without scrolling on a phone.
5. Objection handling: price range, lead time, area covered, what happens after enquiry.
6. A second call to action at the end, since some people read everything first.

Remove the main navigation from dedicated pages. Every link away from the page is a way out.

The speed question

Page load time is a conversion lever, not a technical detail. Conversion rates fall measurably with each additional second, and mobile advertising sends most of the traffic.

Three checks that catch most problems: image sizes, where a 4 MB hero photograph is common and inexcusable; embedded fonts and scripts loaded from third parties; and the consent banner, which frequently blocks rendering for a second or more.

The form is where the money leaks

Every field costs completions. A form asking for company, position, telephone, budget and message will collect a fraction of what a form asking for name, email and one sentence collects.

Ask for what you need to make the first contact. Everything else can be established in the conversation you have now earned.