Landing page optimisation: from visitor to qualified enquiry

With a landing page, I would first look at whether it meets the visitor's expectations. Someone arrives with a particular question after seeing an ad or searching online. Does the page answer that question, and does getting in touch feel like a logical next step?

Choose one visitor, one offer and one next step

A landing page for everyone quickly ends up trying to explain too much. Be clear about the audience and campaign you are building it for. A marketing team looking for a new website has different questions from someone who only needs a small change.

Make the goal specific. “More enquiries from marketing teams with an outdated website” gives you much more direction for the copy, examples and form than simply “more conversions”.

Give the main action a clear place on the page. An additional link is fine if it helps someone resolve a relevant concern. Look at how each part supports the visitor's decision.

Make the opening copy match the campaign

Say your ad promises a Webflow website that the marketing team can manage themselves. “We create digital impact” suddenly feels rather vague on the landing page. Your visitor has to work out all over again whether they're in the right place.

You could open with: “A Webflow website your marketing team can keep up to date themselves.” Then explain what that means, who it works for and how you approach it. This is an example of copy; you still need to test whether it works for your campaign.

Let someone who doesn't know your business read that opening. Can they explain what you offer and who it's for? If that isn't clear yet, I would start there. The button colour can wait.

Put evidence next to the question it answers

A row of logos shows who you've worked with. A case study shows what you've done. Choose an example that fits the visitor's question and make the scope, approach and outcome concrete.

Is someone unsure whether their team will be able to manage the website themselves? Show the CMS and the handover. Are the integrations complicated? Explain how you approach them. Your evidence becomes stronger when it answers the question someone has at that point.

If you use results, include the context. What was measured, and over what period? Did anything else change? A number should support your story, rather than simply appear in large type on the page.

Make the form fit the conversation

A short form is convenient, but you still want enough information to have a useful conversation. Consider what each field gives you and how much effort it asks of the visitor.

For a website project, a company name, contact details and a short project description can help. An indication of budget can be useful too. Explain why you're asking, especially if the visitor finds it difficult to answer at this stage.

Make clear what someone can expect after submitting the form. Who will review the enquiry, and what happens next? Only promise a response time you can meet.

Check the whole journey on mobile

Pick up your phone and complete the form yourself. Can you read everything, is anything covering a field, and does the keyboard work conveniently? Try leaving a required field empty too. Will a visitor understand what they need to do?

Then check where the enquiry ends up. A well-designed thank-you page isn't enough if the information gets stuck somewhere along the way. The right colleague needs to be able to act on it too.

Measure enquiries and how well they fit

Agree on what counts as an enquiry and what makes it a suitable one. Use the same definition before and after your change. Otherwise, you can quickly end up comparing different things.

For each campaign, look at visits, form submissions, suitable enquiries and follow-up meetings. More completed forms are useful when they also lead to more worthwhile conversations. Otherwise, you've mainly improved the form completion rate.

Test a clear hypothesis. Visitors may not sufficiently recognise that you work with organisations like theirs, for example. A more specific headline and a relevant case study could make that clearer. With enough traffic, you can compare this in an experiment. With less traffic, I would combine feedback, user testing and a longer observation period.

Want to find out where your campaign page loses visitors? Discuss your landing page with BORING. We will look at the whole journey, from the first click to an enquiry you can work with.