Question 1

What is conversion rate optimisation?

Accepted Answer

Conversion rate optimisation is the work of getting a larger share of your visitors to take action, such as enquiring, booking or buying, without paying for more traffic. In practice we analyse how people behave on the page, form a hypothesis about what holds them back, test a change and keep whatever performs better. Landing pages are usually the quickest place to start.

Question 2

What is a landing page?

Accepted Answer

A landing page is a standalone page that visitors reach after clicking an ad, an email or a link. Unlike a normal web page, it has a single goal, such as getting the visitor to send an enquiry, book a call or download a guide. Everything on it, from headline to form, exists to support that one action.

Question 3

What's the difference between a landing page and a website?

Accepted Answer

A website introduces the whole business and points visitors in many directions. A landing page is built for one campaign or audience and asks the visitor to do one thing. That's why it usually has no main menu, a message that mirrors the ad, and proof and a call to action placed where the visitor decides.

Question 4

What makes good landing page design?

Accepted Answer

Good landing page design starts with a headline that repeats the ad's promise, followed by a short explanation of the offer, proof such as reviews or client logos, answers to common objections and one clear button or short form. Layout, contrast and spacing guide the eye towards that action. Anything that doesn't help the visitor decide gets removed.

Question 5

Do we need a separate landing page for every campaign?

Accepted Answer

Not always, but each audience or offer should meet a message that fits it. Often one well-built template is enough, where the headline, image and offer change per campaign. That lets you launch new campaigns quickly while keeping tracking and design consistent, and it makes A/B testing across campaigns far simpler.

Question 6

Should a landing page have a navigation menu?

Accepted Answer

Usually not. A menu gives visitors more ways to leave without doing what you want, and every exit lowers your conversion rate. In most cases a logo, contact details and links to your privacy policy and terms are enough. If the audience needs more context, we add it on the page itself rather than linking away.

Question 7

How long should a landing page be?

Accepted Answer

As long as the visitor needs to make a decision. A simple, low-cost offer can work with a short page and a single form. A more expensive or complex service needs more explanation, stronger proof and answers to more questions before anyone gets in touch. We decide length based on the offer, not a fixed template.

Question 8

Can a landing page rank on Google?

Accepted Answer

It can, but that's rarely its main job. Landing pages are usually short, focused and built for paid traffic, so they lack the depth that ranks organically. If you want visibility in search results over time, we build a fuller service page as part of your SEO work and keep the landing page for campaigns.

Question 9

Can the landing page sit on our existing domain?

Accepted Answer

Yes, and we usually recommend it. Placing the page on your own domain, for example at a dedicated campaign URL, keeps the brand consistent, builds trust with visitors and keeps tracking and cookie consent tied to the rest of your website. We can also use a subdomain if your current platform makes that easier.

Question 10

Is a campaign page the same as a landing page?

Accepted Answer

In practice, yes. A campaign page is a landing page built for one specific campaign or offer, and it's often only live while the campaign runs. Evergreen landing pages, by contrast, stay live for ongoing ads such as a core service. Both follow the same principles: one audience, one message and one action.

Question 11

Should the landing page look like the rest of our website?

Accepted Answer

It should feel like the same business, with the same logo, colours and tone of voice, so visitors recognise you and trust the page. The structure, however, can be much simpler: no menu, fewer distractions and everything focused on a single action. Think of it as your brand with the clutter removed.

Question 12

Can one landing page serve Google Ads, Meta and LinkedIn?

Accepted Answer

It can, but it usually performs worse. Someone searching on Google is actively looking for a solution, while someone scrolling Meta or LinkedIn didn't plan to buy and needs more context. We normally adapt the headline, intro and proof for each channel, while keeping the same page template underneath.

Question 13

How do you write a strong landing page headline?

Accepted Answer

Start from what the visitor clicked on and say what they get, not who you are. A strong headline is concrete, repeats the ad's promise and makes sense within a few seconds, even if the visitor reads nothing else. We often write several versions and A/B test the most promising ones against each other.

Question 14

How many fields should a landing page form have?

Accepted Answer

As few as possible. Only ask for what you genuinely need to take the next step, often just name and email or phone number. Everything else can be covered on the first call. If you need to qualify leads, a short second step after the first submission tends to work better than one long form.

Question 15

Which images work best on a landing page?

Accepted Answer

Images that show the result or the real people behind the service usually beat generic stock photos. Photos of your team, your customers or the product build more trust and help visitors picture the outcome. Whatever you use, compress it properly, because heavy images are one of the most common reasons landing pages load slowly on mobile.

Question 16

What is a conversion rate?

Accepted Answer

Conversion rate is the percentage of visitors who do what you want them to, such as submitting a form, booking a call or buying something. It's the clearest measure of how well a landing page works, because it shows how much of the traffic you pay for actually turns into something useful for the business.

Question 17

How do you calculate conversion rate?

Accepted Answer

Divide the number of conversions by the number of visitors and multiply by 100. If a page receives 1,000 visitors and 30 enquiries, its conversion rate is 3%. What matters most is comparing the same page over time and measuring the same action consistently, otherwise the numbers can mislead you.

Question 18

What is a good conversion rate for a landing page?

Accepted Answer

It varies widely by industry, offer and traffic source, so benchmarks are only a rough guide. Unbounce's Conversion Benchmark Report puts the median landing page conversion rate at 6.6%. A more useful target is beating your own current rate: a page that moves from 2% to 3% delivers 50% more enquiries from the same ad spend.

Question 19

What is A/B testing?

Accepted Answer

In an A/B test, two versions of a page are shown to different visitors at the same time. The versions differ in one respect, such as the headline or button text. Once enough people have visited, you can see with reasonable confidence which version brings more conversions, and the winner becomes the new baseline.

Question 20

How much traffic does an A/B test need?

Accepted Answer

It depends on your current conversion rate and how big a difference you're trying to detect. Pages with high traffic can test small tweaks, while pages with little traffic should test bigger changes, such as a new offer or page structure, because small differences would take months to confirm. We estimate the required sample before each test.

Question 21

Why isn't our landing page converting?

Accepted Answer

The most common causes are a headline that doesn't match the ad, an unclear offer, too little proof, a form that's too long or a page that loads slowly on mobile. Sometimes the problem is the traffic itself, with ads attracting the wrong audience. We review both the page and the campaigns to find where people drop off.

Question 22

How does page speed affect conversion rate?

Accepted Answer

The longer visitors wait, the more of them leave before the page even appears, particularly on mobile connections. Google's Core Web Vitals set clear targets: main content within 2.5 seconds, responses to taps within 200 milliseconds and minimal layout shift. We build light pages and measure them against those thresholds before launch.

Question 23

How do you track conversions?

Accepted Answer

We set up tracking in Google Analytics 4, usually through Google Tag Manager, and send conversions back to Google Ads, Meta or LinkedIn. That lets the ad platforms optimise for real enquiries rather than clicks. Tracking respects your cookie consent banner, in line with ICO guidance on non-essential cookies.

Question 24

What counts as a conversion?

Accepted Answer

A conversion is any action you want visitors to take: sending an enquiry, booking a meeting, calling, starting a trial or downloading a guide. We agree what counts as the primary conversion before the page is built, and track secondary actions separately, so you measure what matters from day one.

Question 25

How long should an A/B test run?

Accepted Answer

Until enough visitors have seen both versions for the difference to be reliable, and for at least one or two full weeks so every day of the week is included. Stopping a test as soon as one version pulls ahead is the most common mistake, because early results often even out over time.

Question 26

What's the difference between A/B and multivariate testing?

Accepted Answer

An A/B test compares two versions that differ in one respect. A multivariate test changes several elements at once to find the best combination, but it needs far more traffic to reach reliable results. For most small and medium-sized businesses, a steady sequence of A/B tests is the more practical route.

Question 27

What should we A/B test first?

Accepted Answer

Start with what every visitor sees: the headline, the offer and the call to action above the fold. These have the biggest effect on conversion rate. Small details further down the page, such as icon styles or footer links, rarely make a measurable difference and are better left until the big questions are answered.

Question 28

How do we know if a landing page is working?

Accepted Answer

We look at three numbers together: the conversion rate, the cost per lead from your ads and how many of those leads become customers. A page can convert well but attract the wrong people, so judging it on conversion rate alone can be misleading. We report all three, so you can see real business impact.

Question 29

How much does a landing page cost?

Accepted Answer

It depends on whether we write the copy, how many variants you need and which systems the page connects to, such as your CRM and ad accounts. After a first call you receive a fixed proposal. Ongoing conversion rate optimisation and A/B testing can be added as a fixed monthly fee, so costs stay predictable.

Question 30

How long does it take to build a landing page?

Accepted Answer

A single landing page can usually go live within a few weeks, depending on how quickly copy, images and approvals come together. If your campaign has a fixed start date, we plan backwards from it and agree checkpoints, so tracking and testing are ready before the first ad spend goes live.

Question 31

Which platforms do you build landing pages on?

Accepted Answer

We build on whichever platform suits you, such as WordPress or HubSpot, or as a standalone, extra-fast page. The priorities are that your team can edit copy without a developer, that the page loads quickly and that tracking works reliably. We'll recommend an option based on what you already use.

Question 32

Do you write the landing page copy?

Accepted Answer

Yes. Copy is often what moves conversion rate most, so we write the headline, offer, proof and button text based on your audience, your ads and what competitors are saying. Everything is written in clear British English, and you review and approve every word before the page goes live.

Question 33

Can you connect the form to our CRM?

Accepted Answer

Yes. We connect forms and booking tools to HubSpot, Salesforce or whichever CRM you use, so every lead lands in the right place instantly with its campaign source attached. Sales can follow up straight away without manual copying, and you can see which campaigns produce leads that actually close.

Question 34

Can you run the ads for the landing page too?

Accepted Answer

Yes. We manage advertising on Google, Meta and LinkedIn. When the same team owns both the ads and the landing page, the message stays consistent from click to enquiry, test results feed straight into the next ad, and nobody has to coordinate between two agencies when something needs changing.

Question 35

Can you improve a landing page another agency built?

Accepted Answer

Yes. We start by reviewing the page, the ads and the numbers in Google Analytics, then recommend what to change first, ordered by likely impact. An existing page can often be improved significantly through new copy, a shorter form or faster loading, without a full rebuild.

Question 36

What do we need to prepare before we start?

Accepted Answer

Knowing what you want to offer and who it's for is enough to begin. Existing ads, performance data, customer reviews and photos give us a head start, but they aren't required. We help you produce whatever is missing, from copy and proof points to images, as part of the project.

Question 37

Do we own the landing page afterwards?

Accepted Answer

Yes. The page, copy, images and all data are yours, and accounts such as analytics and ad platforms stay in your business's name. You can change the page, move it to another platform or work with someone else at any time, with no lock-in or exit fees.

Conversion rate optimisation and landing pages that win customers

What actually raises a landing page's conversion rate

A headline that matches the ad

One goal and one button

Proof that builds trust

A form that's quick to fill in

Fast loading on mobile

A/B testing instead of guesswork

Landing page design and testing in one team

Campaign landing pages

We connect the landing page to your tools

Advertising

Tracking and testing

Leads and CRM

Why ad clicks shouldn't land on your homepage

How we build and optimise your landing page

Analysis & goals

Message & structure

Design & build

Launch & A/B tests

A finished landing page, not just a design

For businesses that want more from every visitor

You advertise but get too few leads

You're launching a campaign or offer

You have traffic but a low conversion rate

Is your landing page bringing in too few enquiries?

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What we build beyond landing pages

Website Design

Ready to grow?

Conversion rate optimisation

A/B testing

Fast pages

Forms and CRM

Tracking you can trust

Questions about conversion rate optimisation and landing pages