Most landing pages we audit are losing 60 to 80 percent of their traffic to fixable problems. The page looks fine on a desktop, the agency that built it sent a screenshot of the design, and yet the cost per lead is high and the conversion rate is low. The problems are almost always the same handful, repeated across pages and across industries. Here is what actually has to be on the page for it to convert.
One Promise, Above the Fold, In Plain Words
The first thing a visitor sees should answer one question: what do you do, for who, and where. Not a clever tagline. Not a brand statement. Something like "Roofing in North Vancouver. Free quotes. 24-hour response." That single sentence does more for conversion than a whole page of clever copy.
The Phone Number, Tap-to-Call, In the Header
On mobile, the phone number should be visible without scrolling and tap-to-call by default. If the visitor has to scroll, hunt, or open a separate page to find the number, you have lost a percentage of them. The number in the header is the single highest-impact change you can make to most landing pages.
A Form That Asks for Three Things, Not Ten
Name, phone, and what they need. That is enough to qualify a lead. Every additional field reduces the percentage of visitors who fill out the form. If you really need an address or a budget, ask on the follow-up call, not on the form. The form is for getting them in the door.
Real Photos of Your Actual Work
Stock photos of smiling tradespeople in spotless uniforms make landing pages feel generic. Real photos of jobs you have completed, ideally before-and-after, build trust faster than any guarantee badge. If you do not have great photos, take some this week with a phone. Anything is better than stock.
Three or Four Real Reviews, On the Page
Pulling reviews from your Google Business Profile straight onto the landing page works. Make sure the reviewer's first name is real, the review mentions a specific service or location, and that the reviews are recent. Three good reviews on the page are worth more than a wall of stars without substance.
One Clear Next Step, Repeated
The same call to action should appear three times on the page. Top, middle, and bottom. Same wording, same button colour, same destination. Visitors should never have to scroll back up to figure out how to contact you. Repetition does not annoy people. It removes friction.
A Mobile Page That Does Not Break
Pull the page up on your own phone right now. Are the buttons easy to tap? Does the form submit cleanly? Does anything overflow the screen or require horizontal scrolling? More than 70 percent of local search traffic in Metro Vancouver is on a phone. A page that breaks on mobile is a page that loses most of its traffic.
Conversion Tracking That Actually Works
Calls and form submissions should both be tracked back to the source. Without that, you have no idea which channel, which keyword, or which campaign is producing your leads. Most landing pages we audit have either no tracking or broken tracking. Either is a serious problem.
What to Do Today
Pick one landing page. Open it on your phone. Time how long it takes to find the phone number. Look at the form and ask if every field is necessary. Check whether there are real photos and real reviews. That five-minute audit will tell you 80 percent of what is wrong.
If you want us to audit one of your pages and tell you what is costing you leads, we do that for free for trades and service businesses across Metro Vancouver and the Fraser Valley.