THE SHORT ANSWER
Lifting a landing page from 6 to 12 percent conversion halves your cost per lead without spending another euro on media, which makes it the highest-return work available in paid acquisition. Five changes account for most of the movement: a specific headline, four form fields instead of ten, a visible price band, proof from the same postcode, and a page that loads in under two seconds on a phone.
Why this matters more than bid management
At a 6 percent conversion rate, a EUR 7 click produces a EUR 117 lead. At 12 percent, the identical click produces a EUR 58 lead. No negotiation, no new supplier, no additional budget.
This is also why two companies running near-identical ads report cost per lead figures that differ by a factor of two. The difference is almost never the ads.
The five changes, in order of impact
Match the headline to the search. A page headed with the exact service and area the person looked for converts far better than a page headed with your company name.
Cut the form to four fields. Postcode, job type, name, phone. Every additional field costs conversion, and the fields that qualify best are the short ones.
Show a price band. Homeowners abandon pages that hide price more than they abandon prices they find high. A range with what moves it is enough.
Prove it locally. Two photographs of completed work in the same region beat any number of generic badges.
Load in under two seconds on a phone. Most of this traffic is mobile, and slow pages lose people before they read the headline.
What to test after those five
Once the basics are in place, the reliable wins are a single-question first step that expands into the full form, a visible response promise such as a call within the hour, and moving the form above the fold on mobile. Test one change at a time and give each two weeks or three hundred visitors, whichever is later.
The mistake that undoes all of it
Raising conversion raises lead volume, and lead volume raises response time if nothing else changes. Companies double their conversion rate, double their lead count, and then report that lead quality fell. The feed was constant. What fell was the number of enquiries answered within five minutes.
Plan the response capacity before you improve the page.
Related answers
Frequently asked questions
Is a homepage acceptable as a landing page?
Rarely. Homepages serve every visitor and convert paid traffic at a fraction of a purpose-built page.
How many form fields is too many?
Past five, conversion falls faster than quality rises. Four is a good target for home-improvement enquiries.
Should I show prices if my jobs vary a lot?
Show a band and name what moves it. Vagueness costs more conversion than a high number does.
Does this matter if I only buy leads?
It matters for the enquiries that come to your own site, which are your cheapest leads by a wide margin.
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