What makes a landing page convert?

Most landing pages that underperform fail on a few basics, not on button colours:

• Message match: the headline echoes the ad or search that brought the visitor.
• A clear offer: what they get, who it's for and why it's better, on the first screen.
• Proof: specific reviews, case studies, logos or data you're allowed to use, close to the call to action.
• One goal: a single primary call to action, with navigation and competing links kept to a minimum.
• Objection handling: your pricing approach, what happens next, how long it takes and any promise you can actually keep.
• Low friction: short forms, a mobile-friendly layout and fast loading.
• Trust details: real contact information, privacy information and security cues where payment is involved.

Test changes one at a time where traffic allows, and judge them on qualified leads or sales, not just form fills.

Our free Landing Page Conversion Audit checks nine of these signals on any URL and quotes the evidence it found, so you can see which issues to fix first.