Why your landing page does not convert (and the five fixes)

Most landing pages do not fail for one big reason. They fail at five small moments, in a fixed order. Work through them in that order and you will usually find yours in the first two.

Last updated 2026-07-22

1. The visitor cannot tell what you do in ten seconds

Say the thing plainly above the fold: what you sell, who it is for, what it costs. Cleverness in the headline costs you the visitors who were only half-paying attention — which is most of them.

Test: show it to someone outside your business for ten seconds, then ask what you sell. If they hesitate, the headline is the problem, not the traffic.

2. They do not believe you

Claims without evidence read as noise. Named customers, a number they can check, a verifiable business address, a written guarantee — each one converts better than another adjective.

If you have no customers yet, say what you will be accountable for instead. A specific commitment is more credible than a vague superlative.

3. The price is hidden

Hiding price to "get them on a call" filters out the people who would have bought. For self-serve products it is almost always a net loss. Publish it, and publish what is included.

4. There is no obvious next step

One primary action per screen. If your page offers "book a call", "download the guide" and "start free trial" with equal weight, most visitors will choose none.

5. The risk sits entirely with the buyer

A refund window, a cancel-anytime policy, or an explicit "nothing sends without your approval" removes the fear that stops the last click. Whatever your version is, put it next to the button, not in the footer.

The order matters

Fix them in sequence. Adding a guarantee (5) will not help if the visitor still cannot tell what you sell (1). Most pages that "do not convert" are actually failing at step one or two.

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