Improving landing pages: Nine approaches for more inquiries and purchases

Every paid click lands on a page. Whether it becomes an inquiry or a sale depends on the landing page. A page that converts more visitors lowers your cost per inquiry without adding a single euro to your ad budget. It's one of the most direct levers on the profitability of paid advertising.

A landing page that converts is no accident. It follows a clear structure and well-established psychological principles. Here are the nine points we focus on for every landing page, and how to put them into practice.

1. Your headline decides whether visitors stay

The headline is the first, and often the only, element visitors take in at a glance. In a split second, they decide whether to keep reading or leave. So it has to state immediately what problem you solve or what benefit you offer.

The headline confirms the expectation set by the ad, email, or search result. If it matches, visitors feel they're in the right place and keep reading.

How to implement it:

• Clear benefit: Make it obvious at a glance what you offer and what's in it for the visitor. Skip the jargon.
• Specific, not generic: “Tips for more success” says little. A specific claim with a number or a clear outcome is more credible, as long as you can back it up.
• Message match: If the visitor arrives from a Google ad or a social media post, the headline picks up exactly that message. This prevents bounces.
• Test: Run A/B tests on variants. Small changes to length, wording, or a number often make a noticeable difference.

The headline opens the door: in a few words, it captures the core of your offer and its biggest benefit, while staying consistent with where the visitor came from.

2. A strong image or video makes your offer tangible

Images and video evoke emotion, simplify complex information, and reinforce the headline. A well-chosen visual connects with the visitor instantly and supports your value proposition.

How to implement it:

• High-quality and authentic: Blurry, pixelated, or generic stock photos look unprofessional. Your own on-brand images and videos are more credible.
• Show the benefit: Show your product in use, real customers, or the results your offer delivers.
• Relevance: The visual ties directly to the offer. Filler images only distract.
• Video for complex offers: A short 60- to 90-second explainer right next to the headline often conveys the benefits faster than text.
• Fast loading: Optimize file sizes. An image that slows the page down loses more visitors than it wins over.

3. Benefits show visitors what they gain

Features describe what your product is. Benefits describe what the visitor gets out of it. People buy solutions to their problems, so your landing page must state clearly which problem it solves.

How to implement it:

• Benefits, not features: Instead of “Feature X enables Y,” say how much time or money the customer saves with Y.
• Be precise: “Improves efficiency” convinces no one. A specific, verifiable impact does.
• Bullet points: Three to five short points covering the main benefits are quicker to scan than body copy.
• From problem to solution: Start with the visitor's problem, then present your offer as the solution.
• Prioritize: The strongest benefit goes at the top.

4. A clear call to action drives action

The call to action (CTA) is the moment of decision. If it's unclear or easy to miss, you lose the inquiry, even if the rest of the page made its case.

How to implement it:

• Unambiguous: There should be no doubt about what happens after the click.
• Prominently placed: The button stands out in color, has enough white space, and sits above the fold. Repeat it on longer pages.
• Big enough: An easy-to-tap button is essential, especially on mobile.
• Action, not “Submit”: The button text describes the action and the benefit, such as “Download e-book,” “Book a trial lesson,” “Request a quote,” or “Get access.”
• In the right place: Put the CTA where visitors are ready to act: right after the headline and image, and after the benefits.
• Subtle directional cues: A small arrow on the button can guide the eye.

5. Above the fold must carry your core message

“Above the fold” is everything visible without scrolling. Users scroll more readily than they used to, but attention still peaks on the first screen. If visitors can't tell what the page is about there, they leave.

How to implement it:

• Must-haves: The headline, image or video, and primary CTA always sit above the fold.
• Less is more: Don't overload the first screen. Keep the focus on your core message.
• Encourage scrolling: A clear visual hierarchy draws the eye down the page.
• Check every device: The visible area varies on desktop, tablet, and mobile. Test that the key elements are visible everywhere.

6. We keep your landing page free of exits

A website offers many paths; a landing page offers only one: the conversion. Every extra link is a potential exit and reduces the likelihood that visitors take the action you want.

How to implement it:

• No main navigation: Remove navigation and links that lead away from the offer.
• Keep mandatory links low-key: The legal notice and privacy policy stay accessible as small text links in the footer, away from the main content and the CTA.
• No internal cross-links: Links to “About us” or other products don't belong on a landing page.

The result is a clear path with a single destination: the CTA.

7. A detailed description wins over visitors who want more

Not every visitor is ready to act right away. Some want more information before they decide. A concise, well-structured description gives them the details without slowing down those who are ready to convert.

How to implement it:

• Below the benefits and the first CTA: The description is for visitors who want to dig deeper.
• Easy to scan: Short paragraphs, subheadings, highlighted key terms, and bullet points.
• Handle objections: Address common questions and concerns head-on.
• Stay focused: The same rule applies: only what's relevant to the offer.

8. Real customer testimonials make your offer credible

People take their cues from other people's experiences. Testimonials lower perceived risk and build trust because a third party confirms what you promise. Specific customer testimonials make it clear what experiences others have had with your offer.

How to implement it:

• Authentic: Use genuine quotes from real customers, ideally with name, title, company, and photo. Video testimonials are even more powerful.
• Specific: A good testimonial names a concrete benefit or a problem solved. “Great product” doesn't persuade anyone; a measurable result does.
• Strategically placed: Place testimonials where doubts are likely to arise, for example before or after the main CTA, or after the benefits.
• Mix formats: Beyond quotes, case studies and star ratings from review platforms also work well.

9. Trust signals remove the last doubts

Without trust, nobody shares personal data, let alone buys. Visitors look for signs that they're dealing with a reputable company. Trust elements reduce perceived risk.

How to implement it:

• Seals and certifications: Quality seals, certifications, and awards add credibility.
• Secure payment and data transfer: If the page includes forms for sensitive data, show logos of well-known payment providers and a note about the encrypted connection.
• Reduce risk: Where possible, a satisfaction guarantee, a return policy, or a trial period lowers the barrier.
• Legal notice and privacy policy: Both are legally required and also act as trust signals.
• Well-known clients and media: If you work with recognized companies or have been featured in major media, show their logos, provided you have permission.

Your landing page increasingly feeds your ads

In Google Ads, the landing page has long been more than just where the click goes. With AI Max for Search campaigns, Google uses your page content to find relevant search queries, tailor ad copy, and pick a different landing page depending on the query.

What this means for you: what's on your landing page increasingly ends up in your ads. A page with a clear benefit, precise claims, and a clean structure improves conversion rates and ad quality at the same time. For a detailed look at landing pages for Google Ads, see The perfect Google Ads landing page.

Conclusion: your landing page is a tool we keep refining

A landing page that converts is built on a clear structure and the deliberate use of psychological principles. Implement the nine points carefully, and you lay the foundation for a page that delivers measurably more inquiries and sales.

A landing page is never finished. We treat it as a tool that gets better with every test. The prerequisite is reliable conversion tracking: only by measuring which variant generates more inquiries can you improve with purpose.