The most common way to waste an advertising budget in India is not bad targeting. It is pointing perfectly good clicks at a homepage that offers the visitor eleven things to do.
A homepage serves everyone: existing customers, job seekers, suppliers, the curious. A landing page serves one person who just clicked one ad about one thing.
The five blocks, in order
- 1The promise: restate, in the visitor’s words, the exact thing the ad offered. If the ad said "same-day AC repair", the heading says that. Mismatch here kills the rest of the page.
- 2The proof: three or four concrete reasons this is credible. Numbers, timeframes, named clients. Not adjectives.
- 3The reassurance: what happens after they submit, how quickly you reply, what it costs. Most hesitation is about the unknown, not the price.
- 4The form: as short as the job allows. Every extra field costs you completions; ask only for what you need in order to reply.
- 5The repeat: the same action offered again at the bottom, for the visitor who read everything.
What to take out
- The full site navigation. Every nav link is an exit the visitor did not need.
- Secondary offers. Two calls to action compete; they do not add up.
- Anything that loads slowly. Paid traffic is the least patient traffic you will ever buy.
- Stock photography that could belong to any business in any country.
Measure the right thing
Conversion rate alone will mislead you. Track cost per qualified enquiry. A page converting at 4% with serious leads beats one converting at 12% with people who were never going to buy. Instrument the form from day one, because a landing page you cannot measure is a landing page you cannot improve.
If you cannot say in one sentence what the page wants the visitor to do, neither can they.
TagsLanding PagesAdsCRO
