A landing page has one job: get the right person to take one action. Every word, photo and button either helps that or gets in the way. Tick each one that’s true for your page.
Above the fold (what people see first)
- The headline promises a clear outcome. Not your business name, not “Welcome”. What does the customer get? “A new kitchen in four weeks” beats “Quality kitchens since 1998”.
- The line under it adds context. Who it’s for, where, or how. Headline and subheadline work as a pair.
- The main photo proves the headline. Show the result, or the thing they’ll get. A real photo of your work, not stock handshakes.
- There’s one button, and it says what happens. “Get a free quote” or “Book a 20-minute call”, not “Submit” or “Learn more”.
The form
- It asks only what you need to call back a good lead. Usually name, phone or email, and one or two qualifying questions.
- If it needs more than five fields, it’s split into steps. One easy question first, then the rest.
- There’s one line saying why it’s worth filling in. “We’ll call within one business day with a fixed price.”
Below the fold
- Three short points answer the three biggest worries, most common first. For most service businesses that’s price, timing and trust.
- Proof sits underneath. Reviews, before-and-after photos or a short case study, once the page has made its promise.
- There’s no main menu or footer full of links. On an ad or campaign page, every exit is a lost enquiry.
Technical
- It loads in under three seconds on a phone, with photos compressed. Most of your visitors are on mobile.
- The privacy policy and terms are linked. Required, and it builds trust.
Your score
- 11–12 ticks: a strong page. Test a new headline next.
- 7–10 ticks: fix the top section first. That’s where most people leave.
- 0–6 ticks: the page is costing you enquiries. Start with the headline, button and form.
The one rule that settles every argument
If something on the page doesn’t help more of the right people enquire, cut it. That includes your favourite paragraph.
Want a second pair of eyes? Every Get Online™ website includes landing pages built and improved this way, every month.
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