We've audited dozens of landing pages with decent traffic and terrible conversion rates. These are the mistakes that show up again and again — and they're usually easy to fix once you know what to look for.
A landing page with good traffic and a low conversion rate isn't a traffic problem — it's a page problem. After auditing landing pages across dozens of industries, the same handful of mistakes show up over and over, regardless of what the business sells.
Here are the ones we see most often, and what to do instead.
"We're a leading provider of..." is a headline written for the business, not for the person reading it. Visitors don't care who you are in the first three seconds — they care whether you can solve their problem. Lead with the outcome they want, not your company description.
"Sign up," "Learn more," "Contact us," and "Download our guide" on the same page creates decision fatigue. Every additional choice reduces the chance someone takes any action at all. One clear, primary action per page — repeated, not varied — performs significantly better.
"A confused visitor doesn't convert. They leave. Clarity always beats cleverness on a landing page."
Every additional form field is a small reason for someone to abandon. If you're asking for phone number, company size, budget, and job title before someone's even decided they trust you, you're losing people who would have converted with a shorter form. Ask for the minimum needed to follow up — you can get the rest in conversation.
People trust other people more than they trust your marketing copy. A testimonial, a client logo, a review score — visible early, not buried at the bottom of the page — does more to reduce hesitation than another paragraph explaining how great your product is.
More than half of most traffic is mobile, and mobile users are far less patient with slow load times. If your beautifully designed desktop page takes 5+ seconds to load on a phone, you're losing the majority of your traffic before they even see your offer.
Every visitor has a hesitation running through their head — "is this worth the price," "will this actually work for my situation," "what if it doesn't work." If your page doesn't address the most common objections somewhere on the page, visitors leave to go find the answer elsewhere, and often don't come back.
Without a reason to act today, plenty of genuinely interested visitors think "I'll come back to this later" — and never do. This doesn't mean fake countdown timers. It means a genuine reason: limited availability, a real deadline, or simply removing every possible reason to delay.
None of these fixes require a full redesign. Most of them are a few hours of focused changes — and in our experience, fixing two or three of these on an underperforming page is often enough to see a meaningful lift in conversions within weeks.
Book a free strategy call and get a custom growth plan tailored to your goals.