What Makes A Good Landing Page and Why Your Traffic Is Not Turning Into Sales
You have done the work. You are getting traffic. Your ads are running. People are clicking. Your website analytics are looking healthy. Yet the orders are nowhere to be seen. Before you start questioning your products, your pricing, or your entire life choices, let us talk about the real culprit. Your landing page.
A landing page is often the first proper look someone gets at your business. If it is confusing, cluttered, slow or simply not answering their basic questions, visitors will leave faster than you can say where did they go.
So what actually makes a good landing page and how can you figure out what is going wrong with yours
Let us break it down.
- Your Landing Page Must Match the Click
If someone clicks on an ad promising free delivery, they expect that message front and centre as soon as they land. If the ad is about a limited time offer, they should not have to scroll to find it.
Make sure the message that brought the visitor to your site is repeated clearly on the landing page. When there is a mismatch, people bounce. They feel like they have been tricked and no one likes that.
- Keep the Layout Clean and Focused
A good landing page is not a treasure hunt. Your visitor should know exactly what they are meant to do next. Whether that is buy now, enquire today, or book a call, make the main action obvious and easy.
Remove clutter. Remove endless blocks of text that no one has the patience to read. Remove anything that distracts from your main goal.
One simple rule. One page. One primary purpose.
- Show Real Proof That You Are Worth Trusting
We are all sceptical online. So your landing page needs to work a little harder to build confidence. Include customer testimonials, case studies, reviews or trust badges. If you have media coverage, mention it. If you have worked with recognisable names, show them.
Your visitor is thinking can I trust these people. Your landing page needs to answer yes absolutely.
- Use Clear and Benefit Led Copy
Customers want to know what is in it for them. Not what features you offer. Tell them what changes for them after they buy.
For example, instead of saying our software has automated scheduling, try our software saves you two hours every day.
Make it about results and outcomes, not internal features.
- Check Your Page Speed and Mobile Layout
If your page loads slowly, especially on mobile, your visitor will not stick around. A good landing page is fast, tidy, and works beautifully on a phone. Most traffic is mobile now. If your site only looks good on your laptop, you are losing sales every single day.
How Free Tools Like Hotjar Can Show You What Is Going Wrong
This is where things get interesting. You do not have to guess why customers are not converting. You can watch it happen.
Hotjar is a free tool that records user sessions and shows heatmaps. A heatmap shows where users click, scroll and hover. Session recordings show real people using your site.
You can literally see where they get lost, where they hesitate and where they drop off. It is like looking over your customer’s shoulder in a shop.
For example, Hotjar can show you:
- If people are not scrolling low enough to see the buy button
- If your form fields are too complicated
- If your call to action is getting ignored
- If your headline is not clear enough to hold attention
Once you know the problem, you can fix it. No guesswork. No frustration.
In Summary
If your website traffic is healthy but your sales are quiet, your landing page is the first place to investigate. A good landing page should be:
- Relevant to the ad or search result
- Clear and focused
- Trust building
- Benefit driven
- Fast and mobile friendly
And with tools like Hotjar, you can actually see what is going wrong so you can make smart improvements and increase conversions without spending more on advertising.
If you would like help reviewing or improving your landing pages, we do this every day for small business owners. Just get in touch and we can walk you through what needs fixing and why it matters.