Your landing page is leaking revenue - here's where to look
High traffic, low conversions. The problem is almost never the traffic - it's what happens after the click. A walkthrough of the five most common landing page leaks.
Traffic isn’t the problem
You’ve done the hard part. People are arriving. They’re finding your page through search, through ads, through referrals. And then they’re leaving without doing anything.
The instinct is to blame the traffic source. Maybe the keywords are wrong. Maybe the audience isn’t right. Sometimes that’s true. But most of the time, the traffic is fine - the page is the problem.
The five leaks
After auditing dozens of landing pages, the same problems come up repeatedly. They’re not exotic. They’re not hard to fix. But they’re easy to miss if you’re only looking at aggregate conversion rates.
Leak 1: The headline doesn’t match the search. Someone searches “same day flower delivery Cape Town” and lands on a page whose headline says “Beautiful Bouquets for Every Occasion.” The flowers are right. The intent is wrong.
Leak 2: The form asks too much. Eight fields for a quote request. Name, surname, email, phone, company, company size, budget range, message. You need three of those. The rest are costing you leads.
Leak 3: No clear next step. The page has information but no direction. The visitor reads, nods, and then has to figure out what to do. By the time they scroll looking for a button, they’ve already decided to come back later.
Leak 4: Mobile is an afterthought. The page looks fine on the designer’s 27-inch monitor. On a phone, the CTA is below the fold, the text is too small, and the form fields are impossible to tap accurately.
Leak 5: Trust is missing. No testimonials, no case studies, no recognisable logos, no proof that this business has done this before. Every conversion requires a small leap of faith. Make the leap smaller.
What to do about it
Pick the biggest leak first. Fix it. Measure the result. Then move to the next one.