I once built a landing page for a brand called "Which Pension Advisor." It was beautiful. Comprehensive. We explained the service in depth, covered compliance, loaded it with trust signals — Trustpilot reviews, FCA authorisation, awards, the lot. Everything a pension advisor comparison site should have.
It bombed. Hard.
Meanwhile, another page we built — "Find your local pension advisor" — had one simple offer. Enter your postcode to be connected with a pension advisor near you. That was it. One input field. One promise.
Great CPL. Great contact rate. Great conversion to appointment.
The difference? People didn't want to learn everything about pension advice. They wanted to be connected to someone who could help. The comprehensive page made them work. The simple page gave them the obvious next step.
Here's the uncomfortable truth about landing pages that nobody wants to hear: Nobody gives a crap about your business…. apart from you!
Not your brand. Not your service. Not your company history or your awards or your mission statement.
People care about themselves.
Just like you and me, we’re here for our own reasons.
Your potential future clients want to save time, save money, solve a problem, get an outcome. The job of your landing page isn't to explain your business — it's to paint a picture of their future.
Most businesses write landing pages about themselves. Features. Credentials. "Why choose us." That's exactly backwards. The page should be about the customer's problems and the future that's possible once those problems are solved.
And here's the other uncomfortable truth: Success isn't about conversion rate. It's about filtering for the right conversions.
A page that converts 40% of the wrong people is worse than a page that converts 20% of the right people. The page's job isn't just to get clicks — it's to attract the people who will actually buy and repel the ones who won't. Everything else is vanity metrics.
When someone walks into a sofa showroom, the salesperson isn't standing at the door with a finance contract. They ask what sort of sofa you're looking for. Recliner? Three-piece? Leather or fabric? Then they walk you to the right part of the showroom, explain the options, discuss delivery timelines, let you sit down and feel the cushions. Eventually you choose. Then you talk about finance. Then you see if you qualify. Then you sign.
Each of those is the next obvious step.
Your landing page works the same way. It has one job: sell the next obvious step. Not the whole journey. Not the final purchase. Just the next step.
Book a call. Download the guide. Enter your postcode. Get a quote. Check your eligibility.