5 signs your landing page isn't converting (and how to fix it)
By Raphael Fumagalli, freelance web designer
Quick answer
When a landing page gets visits but no inquiries or sales, the problem is almost always one of these five: the offer isn't clear in the first few seconds, there are too many actions competing, there's no proof you can be trusted, the page is slow, or the form asks for too much. Start with the first one — it's what hurts results the most and the cheapest to fix.
A landing page exists for one thing only: getting the visitor to take a step — request a quote, message you on WhatsApp, sign up or buy. If traffic arrives and that step doesn't happen, the product is rarely to blame. It's the page that's holding things back. Below are the five problems I see most often when reviewing landing pages, how you can test each one yourself and what to do about it.
1. Visitors can't tell what you offer within 5 seconds
The top of the page (what shows before scrolling) has to answer three questions: what it is, who it's for and why it's worth it. Pretty, generic phrases like "turning ideas into results" answer none of them. People can't tell whether they're in the right place, and they leave.
How to test it
Show only the top of the page, for 5 seconds, to someone who doesn't know your business. Then ask: what does this company do? Who for? If they hesitate, the headline needs rewriting.
What to change
- A headline that states the result for a specific audience: "Professional websites for clinics, ready in 3 weeks" beats "Digital solutions".
- A subheadline with the how: what's included, how long it takes, how it works.
- A button right below, with an action verb: "Get a quote", "Book an assessment".
2. More than one action is competing for attention
A buy button, a link to Instagram, an invitation to download an e-book, a newsletter, the site's full menu: every extra option splits attention. Faced with too many choices, most people choose none.
Define the main action and repeat the same button throughout the page (at the top, in the middle and at the end). Remove the navigation menu or keep only the essentials. Social media links can go in the footer.
3. There's no proof that you can be trusted
People who arrive from an ad usually don't know you. Before leaving their details, they look for signs that they won't end up with a headache. Without those signs, the whole weight of the decision falls on the copy — and copy alone rarely convinces.
- Real testimonials, with a name and context (and a photo, if the client agrees).
- Examples of your work: before and after, screenshots, a portfolio.
- Concrete, true facts: years in business, number of projects, guarantees.
- Who's behind it: a photo of you and two lines about you build more trust than a logo.
4. The page is slow to load, especially on phones
Most ad traffic comes from phones, often on mobile data. If the page is slow, people leave before seeing anything — and you pay for the click all the same.
How to test it
Open the page on your phone off Wi-Fi and time it. For a detailed diagnosis, use Google's PageSpeed Insights, which shows what's weighing it down.
What to change
- Compressed images at the right size (formats like WebP or AVIF).
- Fewer third-party scripts: every extra chat, pixel or widget adds weight.
- Video only when it really helps sell, and without heavy autoplay at the top.
5. The form asks for too much information
Every extra field is one more reason to give up. A tax ID, a full address and the available budget on first contact scare off people who are still just considering.
Ask for the minimum needed to pick up the conversation — name and WhatsApp or email, and at most one question about what they need. You can ask the rest later, once there's a conversation. A WhatsApp button as an alternative to the form usually helps too.
Where to start
- 1Run the 5-second test and rewrite the headline if needed.
- 2Choose a single main action and remove whatever competes with it.
- 3Cut the form down to the essentials.
- 4Measure the speed on a phone and fix the images.
- 5Add whatever proof you already have, even if it's just the process explained.
If you'd rather have someone run this diagnosis and make the fixes for you, see how landing page design works — or start from one of the ready-made templates, which already follow this structure.
Frequently asked questions
What's a good conversion rate for a landing page?
There's no single number: it depends on the industry, where the traffic comes from and what you ask visitors to do (buying is different from leaving a WhatsApp number). Rather than comparing with averages, it's more useful to measure your page today and track whether each change improves the result.
How long should I wait to evaluate a change?
Wait until you have enough visits to compare — with little traffic, a few days can be misleading. Change one thing at a time so you know what worked.
Does a landing page need a menu?
In most cases, no. Since it has a single goal, a menu only offers exits. If you need one, keep only links that lead to the same action.
Want a website that puts this into practice?
I can help you turn these ideas into a real website, built to convert.
Get a quote