Landing pages and CRO
Landing pages and CRO: get more from the clicks you already pay for
Conversion rate optimisation is improving a page so that more of the people who arrive on it do what you want, whether that is an enquiry, a booking or a purchase. For paid traffic it is usually the cheapest growth available: doubling a landing page's conversion rate halves your cost per lead without spending a pound more on ads. We build and test landing pages for PPC campaigns, and because the team behind this site also builds websites, we change the page rather than just recommending it.
In short
- Pages that match the ad
- Fast on a phone
- Tests read with enough data
Not sure where to start? We review your account, tracking and landing pages first, in writing.
Why landing pages decide PPC results
Every click has already been paid for by the time it reaches the page. If the page is slow, generic or confusing, that money is gone. It also costs more next time, because Google's Quality Score includes landing page experience, and a low score means a higher price for the same position.
What we look at first
Message match
Does the page repeat the promise the ad made? Someone who clicked an ad for emergency boiler repair should land on emergency boiler repair, not the homepage.
Speed
How long the page takes to show its main content on a mid-range phone on mobile data. Slow pages lose visitors before they read anything.
The first screen
What you do, for whom, why you, and the next step, all visible without scrolling on a phone.
Friction
Form length, required fields, surprise costs, and anything that makes the next step harder than it needs to be.
Trust
Real reviews, a named person, clear contact details, prices or price guidance where you can give them.
Tracking
Whether the conversion is measured correctly, so a test result means something.
Testing without fooling ourselves
An A/B test needs enough conversions on each version to show a real difference, and on many small-business accounts that takes weeks. We test big changes rather than button colours, decide the sample size before starting, and do not call a winner early because one version had a good weekend. Where traffic is too low for a fair test, we make evidence-based changes and compare cost per lead before and after, saying clearly that it is a weaker kind of evidence.
Pages for PPC, not for everything
A PPC landing page has one job and one audience, which is why it often converts better than a general website page. We usually build a small set of pages matched to your main campaigns, kept out of search engine indexes where they would duplicate your main site, and linked into your tracking so each campaign is measured on its own page.
Related
Where this connects
Analytics and tracking
GA4, Tag Manager, server-side tagging and enhanced conversions, set up so the numbers are true.
Google Ads management
Search, Performance Max, Display and YouTube, built around the searches that buy.
Case studies
Real projects by the team behind this site, with the published figures.
Free PPC audit
A written review of your account, tracking and landing pages, free and yours to keep.
Questions people ask us
What is a good conversion rate for a landing page?
It depends on the offer, the traffic and the industry, so averages mislead. The useful comparison is your own page against its previous version and against the cost per lead the business can afford.
Should PPC traffic go to my homepage?
Rarely. The homepage has to serve everyone, so it usually converts paid traffic worse than a page that matches the specific ad and search.
How long does an A/B test take?
Until each version has enough conversions to show a real difference, decided before the test starts. On a small account that can be several weeks; ending early produces false winners.
Do landing pages affect what I pay per click?
Yes. Landing page experience is one of the three components of Google's Quality Score, which affects how much you pay for a position.
Stop guessing. Start scaling.
Find out where your paid advertising is losing money and where the next profitable campaign is hiding. The audit is free and you keep it whatever you decide.