You might be running paid ads on Google or Meta, or simply posting targeted content on Facebook which guides people across to your website. People are clicking and your analytics show traffic landing on your website.
Then… nothing. They leave with no enquiry or phone call. Not even a form filled in.
The problem I often find when digging a little deeper into the journey businesses expect their customers to take, is that the ad is great. It’s what happens after the click that isn’t working.
Most SME websites are built like brochures – fine for someone who already knows you, useless for someone who just clicked an ad and needs convincing in the next ten seconds.
Here’s how to fix it.
Match Your Message And Don’t Break the Promise
Imagine clicking an ad that says “Emergency Plumber in Manchester – Available 24/7” and landing on a homepage that says “Welcome to Smith & Sons: 30 Years of Excellence in Plumbing Services.”
You’d likely have a quick scan around the page, but if the content doesn’t quickly meet your needs, you’ll leave.
Why? Because the ad made a specific promise (emergency help, right now) and the page delivered something vague (a company history lesson).
This disconnect kills more leads than poor website design ever will, but the fix is pretty simple. Ensure that the headline on your landing page is consistent with the hook of your ad.
If your ad says “Expert Live-in Care for Hospital Discharge,” your landing page headline should say exactly that, not “About Our Care Services” or “Welcome to Our Family-Run Business.”
The page needs to feel like a continuation of the ad, not a detour. When someone clicks, they’re following a trail. If that trail suddenly goes cold or changes direction, they will get lost and wander off. (Most likely to one of your competitors websites)
Another example might be: A marketing agency runs LinkedIn ads saying “Struggling to hire a Marketing Manager? Get fractional expertise without the full-time cost.” If that ad lands on a generic “Marketing Agency Homepage” page, the lead evaporates. But if it lands on a page with the headline “Can’t Afford a Full-Time Marketing Manager? Here’s a Smarter Option” – now you’re speaking their language.
Keep the promise. Don’t make them hunt for proof that they’re in the right place.
The 5-Second Rule. Make Things Obvious
A visitor should know exactly what you offer and how to get it within five seconds of landing on the page, long before scrolling or reading three paragraphs of introduction.
Most websites bury the most important information. The “Contact Us” button is in tiny text at the bottom and the phone number is hidden in the footer. The thing you actually want them to do is treated like an afterthought.
The fix: Put what matters in prominent positions and make these stand out.
Your headline should make your offer crystal clear. Your subheading should explain who it’s for or what problem it solves. And the thing you want them to do next (the call to action) should be obvious and easy and try to guide them with exactly what happens when they click that button.
“Call us now on [phone number].”
“Get a free quote in a few minutes.”
“Book a consultation.”
If someone has to scroll, squint, or think too hard to figure out what to do next, they won’t do anything, except leave and click on your competitor’s ad instead.
Give Customers Something Useful Rather Than Sales Talk
The truth is that most people don’t care about your company history right now. They care about their problem.
If someone clicks your ad because they’re in a trigger moment, such as their current supplier letting them down or maybe they’re an elderly old lady who has just been discharged from hospital. They need help, not a corporate timeline.
Most landing pages are stuffed with fluff such as “We’re a family-run business established in 1987 with a commitment to excellence and a passion for customer service.” This might be great on your brand story page, but it has no place on a service page.
The fix: Give them something genuinely useful.
If they’re researching live-in care, give them “5 Questions to Ask Any Care Provider Before You Commit.”
If they’re considering a rebrand, give them “What a Rebrand Should Cost and What You Should Get for Your Money.”
Don’t be afraid of giving something away for free. This is about proving you understand their situation and can actually help. When people are in decision-making mode, helpful beats salesy every time.
One Page, One Goal, With No Distractions
Every link on your landing page should be considered as a potential distraction.
If someone came to enquire about your service but you’re also inviting them to follow you on Instagram, read your latest blog post, browse your portfolio, and watch a video about your company values then guess what? They’ll do one of those easier, less-committal things instead. Or they’ll just get overwhelmed and leave.
The fix: One page, one goal.
If the purpose of the page is to get people to book a call, everything on that page should support that goal. Get rid of the “Latest News” sidebar and stop linking to your meet the team or awards pages.
It might feel uncomfortable, as you’ve spent time building all that content and now I’m telling you to hide it, but ultimately if someone wants to learn more about your company, they will. Most likely after they’ve enquired.
Right now, at this moment, they clicked your ad or targeted piece of content for a specific reason, so make it as easy as possible for them to take that next step. Nothing else matters.
Think of it like this: if someone walks into your shop looking for a specific product, you don’t point them to five other departments first. You show them exactly what they came for.
A Disconnected Customer Journey Is Costing You Money
When you’re running paid ads, you pay for every click. Google, LinkedIn, Facebook, they all charge per click, not per enquiry.
If 100 people click your ad and 2 enquire, you’re wasting 98% of your ad spend. Not necessarily because the ad was bad, but because the landing page didn’t support a conversion.
Fixing your landing page is the fastest way to lower your customer acquisition cost without spending an extra penny on advertising. You don’t need more traffic. You need to convert the traffic you’re already paying for.
Let’s say you spend £1,000 on ads that generate 100 clicks. If your landing page converts at 2%, you get 2 enquiries. That’s £500 per enquiry.
But if you fix the message match, add clarity and helpful content, remove distractions, and make the call to action obvious which then causes your conversion rate to improve to 5% – you now get 5 enquiries for the same £1,000. That’s £200 per enquiry.
Same ad spend. Better result. All because you supported people after the ad click.
Stop Losing Leads You’ve Already Paid For
Most businesses focus on getting more traffic from more ads and keep increasing their ad spend to get more reach. But if your landing page is broken, more traffic just means more wasted money.
The key is to fix the fundamentals first. Make sure the promise of your ad matches the reality of your page and make it obvious what you offer and how to get it.
Give people something useful, not just sales fluff and remove every distraction that isn’t helping them take action and you will see a natural improvement of enquiry numbers.
For more straightforward advice on making your marketing deliver results, explore our marketing insights or get in touch to discuss where your marketing might be leaking leads.
