One goal per page
A landing page should ask visitors to do one thing. Extra menus, links and competing buttons dilute the action you care about.
A headline that repeats the promise
The headline should match the ad or search that brought the visitor. If someone clicked for emergency roof repair, the page should say so immediately.
Proof near the top
Show logos, licences, real customer websites or approved reviews close to the first call to action. Proof lowers the perceived risk of getting in touch.
A short, clear explanation
Explain what you do, who it is for and what happens next in plain language. Visitors should understand the offer in a few seconds.
Answers to the main objections
List the questions buyers ask before they commit, such as price range, timing and process, and answer them honestly.
A form that respects effort
Ask for the minimum information needed. Every extra field lowers completion, so add fields only when they improve qualification.
Speed and mobile quality
Most visitors arrive on a phone. A page that loads quickly and works well with one thumb will convert more of the traffic you already pay for.