Digital Marketing
Landing Page Optimisation
Most landing page problems are offer problems wearing a design costume.
Landing page optimisation builds and refines pages with a single job: one audience, one offer, one action. The Nexclick checks message match against the traffic source first, because a page contradicting the advert that sent the visitor cannot be rescued by rewriting its headline.
Is this you?
What usually prompts the call
- Your adverts send traffic to the home page and you are wondering why it converts badly.
- The page gets the clicks and the form gets almost none of them.
- One landing page is serving four different campaigns and audiences.
- The page was signed off by six people and now says nothing in particular.
What we do
The actual deliverables
Things that appear on an invoice, not adjectives.
- Check message match before touching the page
- What the advert promised against what the page delivers. The most common single fix in this work, and frequently the change belongs in the advert rather than the page.
- Reduce the page to one action
- Navigation, secondary offers and footer links all give a visitor somewhere else to go. A landing page is not a website page and should not be built like one.
- Rewrite the proposition
- What it is, who it is for, what it costs and what happens next. Underperforming pages usually handle the first two adequately and the last two not at all.
- Fix the form
- Field count, order, labels, error handling and what happens on submit. Form field analytics almost always identifies one field doing the majority of the damage.
- Put evidence next to the claim it supports
- Proof beside the statement it backs rather than collected into a testimonial band two thirds down the page, where a meaningful share of visitors never arrive.
- Speed and behaviour on a real phone
- Paid traffic is overwhelmingly mobile and impatient. Largest contentful paint and layout stability tested on a mid-range Android, not on a desktop over office broadband.
- Variants where volume supports them
- One structural change at a time, with sample size agreed before it starts. Below the volume that allows significance, a reasoned rebuild measured before and after.
- Feed findings back into the adverts
- What the page proves about objections belongs in ad copy and audience targeting. This is regularly worth more than the page improvement itself.
Checklist
The pre-launch landing page checklist
Run this before a page goes live against paid traffic. Every item is something we have watched cost real money on a page that otherwise looked entirely finished.
- 01Does the headline repeat the promise made in the advert, in recognisably similar words?
- 02Is there exactly one action on the page?
- 03Has the site navigation been removed?
- 04Can a visitor tell what it costs, or why you will not say?
- 05Is it clear what happens immediately after they submit, and how soon?
- 06Does every claim have its evidence beside it rather than in a band further down?
- 07Is the form reachable without scrolling on a mid-range phone?
- 08Has every form field been justified out loud by somebody?
- 09Do error messages say what to fix, in place, without clearing the form?
- 10Does the page reach largest contentful paint in under 2.5 seconds on 4G?
- 11Does anything shift position as the page loads?
- 12Is the phone number tappable, and is the tap tracked?
- 13Does the thank-you page confirm what happens next and when?
- 14Is the conversion tracked exactly once, verified with a real submission?
- 15Does the page still function if a third-party script fails to load?
- 16Would somebody who has never heard of you understand the offer in ten seconds?
How it works
Step by step, with timeframes
Timeframes are typical rather than guaranteed, and they assume we get account access and approvals when we ask.
- 01Week 1
Diagnose
Traffic source, message match, funnel drop-off, session recordings and form analytics. This stage frequently establishes that the page is not the problem.
- 02Week 2–3
Rebuild
Proposition, structure, form and speed. Built as a working page against real tracking, not delivered as a design file for someone else to interpret.
- 03Week 3–4
Launch and measure
Live against the previous version where volume allows a split, or before-and-after over matched periods where it does not.
- 04Monthly, where volume justifies it
Iterate
One change at a time with a verdict on each, including the changes that were reverted because they made things worse.
What you get
Reporting and ownership
- A written diagnosis naming where the drop-off actually is, before any page is rebuilt.
- A page with one action on it and the site navigation removed.
- Form analytics identifying which field costs you the most submissions.
- A measured result against the version it replaced, including where it did not improve.
- The page inside your own site or builder, owned and editable by you.
Tools and platforms
- Microsoft Clarity or Hotjar
- Form field analytics
- GA4 funnel exploration
- A/B testing platform where volume supports it
- PageSpeed Insights and real device testing
Timeline
How long this actually takes
Three to four weeks to diagnose and rebuild, then monthly iteration where there is enough traffic to learn anything from. The honest part is the first week. A fair proportion of landing page briefs end with us saying the page is broadly fine and the problem sits upstream — the advert promises a price the page does not offer, or the targeting is delivering people who were never going to buy. Rebuilding a page to fix a traffic problem produces a nicer page and the same conversion rate. Where that is what the evidence shows we will say so, and the fix is usually cheaper than the rebuild you were about to commission.
Pricing model
Fixed-price project
Fixed price per page for diagnosis and rebuild. Ongoing iteration belongs in a CRO retainer where traffic justifies one, and does not exist as a service where it does not.
Questions
Landing Page Optimisation questions
Should paid traffic go to a landing page or to the home page?
A landing page, in almost every case. A home page is built to serve everyone, which means it serves a specific advert badly — it offers a dozen routes onward when the campaign needs one. The exception is brand-name search, where people are looking for you rather than an offer.
How many form fields is too many?
More than you can justify individually. Each additional field costs submissions, so the question is whether the information is worth the drop. A budget field on a first enquiry is usually the most expensive one on the page, and the answer is rarely used.
Do we need a separate page for each campaign?
Per audience and offer, not per campaign. Two campaigns making the same promise to the same people can share a page. Two audiences with different problems cannot, and a single page attempting both ends up addressing neither in language either recognises.
Should the price be on the landing page?
Either the price, a range, or an explicit reason it varies. Hiding it entirely filters out people who could afford you alongside those who could not, and fills your inbox with enquiries that end at the first number. A starting-from figure removes most of the wasted conversations.
How does this differ from conversion rate optimisation?
This is page-level work with a defined scope: diagnose a specific page, rebuild it, measure the result. CRO is the ongoing programme across the whole funnel. Plenty of businesses need one page fixed and not a programme, and we will say when that is the case.
What if the page is fine and the adverts are the problem?
Then we tell you, and the recommendation is cheaper than the rebuild. It happens often enough that diagnosis comes before any build work is quoted. Rebuilding a page to solve a targeting problem gets you a better-looking page and the same conversion rate.
Are landing page builders acceptable, or should it be on our site?
Builders are fine for short-lived campaigns and quick iteration. For anything permanent, your own site is better — one codebase, one set of tracking, one place things can go wrong, and no page silently expiring when a subscription lapses.
Last reviewed 28 July 2026.
Tell us what you are trying to fix
A 20-minute call, no pitch deck. The Nexclick will tell you what we would do, roughly what it costs, and whether we are the right people for it.